Marketing Communications Today is a collection of resources for marketing communications
professionals filled with industry research, marketing trends, and career
information about integrated marketing and data-driven communications.
Learn industry insights through the Marketing Communications Today blog,
podcast, as well as Integrate Online.
Purpose is an important new way for brands to differentiate themselves in a competitive
market. Our guest
Diane Primo, CEO of the agency PurposeBrand, explained that a brand’s purpose
must be authentic, and be established with the buy-in of all stakeholders. Only
then can it be successfully presented externally for marketing benefit. Join us
for a lively discussion about why consumers' growing interest in a brand’s purpose
matters, and how to quantify the impact of purpose on your investment. Hint: Take
the long view.
Cyndi Greenglass: Why do you think purpose needs to be top of mind for marketers
today?
Diane Primo: Because it's top of mind for the public and our consumers. We’ve
done our own research, spanning across generation, race, gender, politics and what
we’ve learned is that they care deeply about things that are purpose related like
social justice, the environment. It is really at the center of culture. They don’t
care as much about professional sports, fashion, and so on if it’s not at the center
of culture. We are all doing cool stuff and what we’re seeing is these things are
crossing over into the authentic cool, the cool we can be proud of.
Each semester the
WVU Marketing Communications Online Programs are excited to welcome a new group
of students into the Reed College of Media! The WVU Marketing Communications graduate
student population consistently varies in their levels of experience and expertise,
with some just completing their undergraduate studies to those holding senior-leadership
positions at the world’s most elite agencies and brands. Each student brings a
unique style and perspective to the program.
Meet some of the students who will be joining the WVU Marketing Communications
Community in the fall semester:
Why did you choose to pursue a WVU Marketing Communications Graduate Degree?
With the rising demand for marketing accountability, and the emphasis being placed
on data-driven decision-making, is the intuitive marketer under threat of extinction?
Our guest, Susan K. Jones, says that AI and science will allow the intuitive marketer
of the future not only to survive but to thrive. Listen in as we discuss how smarter
AI and tech will lead to smarter “informed intuition” for marketers everywhere.
Susan is the author, co-author, or editor of more than 30 books. Academically, she
is a tenured full professor of marketing at Ferris State University in Big Rapids
MI, and she is also a marketing practitioner with a background in banking, collectibles,
insurance, and business-to-business.
Ruth Stevens: What do we mean by intuitive marketer?
