Renegade Thinkers Unite: Marketing Tips From Cmos And Expert Marketers

Without communication, businesses crumble. Sending a clear message is the only surefire way to get people to care about your brand. This need for coherence isn’t limited to the marketer-consumer relationship, however—all business branches should work in harmony in order to present a sharp brand image. Ann Davids, Senior Vice President and CMO of Direct General Insurance Company, specializes in coordinating her company’s identity on all fronts. In this week’s episode of the Renegade Thinkers Unite podcast, Davids explains how a brand identity can become too abstract if it’s not managed well internally. It’s Davids’s duty to weave product language, internal language and consumer language together to create campaigns that customers and Direct employees can embrace.  Marketers should stay in close contact with their fellow departments, believes Davids. When the marketing department at Direct works in unison with the entire office, it can accomplish brand goals from all angles. Davids says, “I’ve often heard it sa