According to research, a vast majority of consumers worldwide — three out of four — expect brands to deliver more than a great product, service, or even “experience.” Today, more than ever, they expect brands to contribute to their well-being and quality of life as well.
That’s especially true of millennials: 71 percent say they prefer brands that drive social and environmental change.
If your customers matter — if your bottom line matters,
Bob Liodice, CEO of the Association of National Advertisers and co-chair of Forecast 2020, will present a special presentation, “Being a Force for Good to Drive Growth” at this year’s Forecast on November 20 in New York City at the Harvard Club.
It’s a topic that’s getting a lot of attention everywhere these days, from executive boardrooms to social media sites. And it’s not simply an idealistic concept; it’s smart marketing at the bottom line. A study by Interbrand found that brands with a purpose focused on improving consumers’ quality of life outperform the stock market by 120 percent.
In a July interview in Forbes, Bob offered this compelling perspective: “The concept that a brand can be a force for good AND a force for growth at the same time began to take hold as a differentiating strategy. To align a brand as something more than just for the purposes of making profit became an exceptionally appealing arena. Marketers essentially embrace the consumer in a unique way that isn’t necessarily tied to traditional marketing. Doing so puts the perception of that brand on a very different plane. And I think marketers, for the first time, are acknowledging this strategy as superior. “
Bob shares why brands and businesses looking to make a difference in society must deeply connect with the passions and values of their customers.
And what Bob shares will provide an eye-opener for radio executives searching for how to best capture and connect with audiences who have more choices than ever across an expanding number of platforms and content providers.
How can radio keep and enhance the one-on-one, intimate relationship it has enjoyed for almost 100 years with listeners? And why is that more important today than ever before?
Find out when Bob Liodice takes the stage at Forecast 2020.
About Bob Liodice
Bob Liodice is chief executive officer of the ANA. He previously served as executive vice president, responsible for member relations and business development with a primary focus on strengthening relationships with ANA member companies and broadening the membership base. He joined the ANA as senior vice president in 1995. Prior to the ANA, he was vice president of global marketing and sales for Grupo Televisa, a major worldwide broadcaster. His previous experience includes more than 15 years in marketing and financial management at Kraft General Foods and tenure as category marketing manager for the Jell-O and Bakers brands. He is a member of the boards of directors of The Advertising Council, Advertising Research Foundation, Advertising Self-Regulatory Council, Advertising Educational Foundation, Digital Advertising Alliance, Trustworthy Accountability Group, and World Federation of Advertisers.
Forecast brings together the best and brightest talent in broadcasting and advertising to forecast the coming year, and to discuss the trends and momentums that will affect ratings and revenue. From Washington to Wall Street, automobiles to mobile devices, Forecast focuses on what’s ahead in the broadcast community’s future and how to prepare for its opportunities and challenges. Join today’s industry leaders and be part of the discussions and debates about what’s ahead for radio in 2020 and beyond. Register today for Forecast 2020 before it sells out.