Breaking down silos
Both executives are seeing a shift in marketing toward a more central ground where branding and performance are becoming more closely aligned. That includes making consumers care about the brands they encounter, be that through its core purpose or tone of voice, while ultimately persuading them to make a purchase.
Bopp explained that her role was deliberately designed to span ecommerce and the full-funnel marketing of performance and branding. That includes developing emotional storytelling to be core to Kate Spade, which has involved a lot of experimentation along the way.
“Consistency of message and remaining true to your values,” Bopp added were key to building loyalty. “If you do that, you can wake up feeling good every morning that you are doing your best for your brand and your consumer.”
Included in that, coming back to social media, is listening to real-time feedback. Otherwise, consumers question why a brand is in the space at all other than to send one-way marketing messages.
Brothers agreed that consistency and showing up for the consumer in the same way repeatedly could build a respectful relationship where the product is seen to be serving the desired purpose, while the brand shows that it cares about the consumer too.
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