Last month, the Digital Remedy team partnered with the IAB Direct Brand Summit to host a panel on “The Marriage of Brand and Performance.” Moderated by our very own EVP of Marketing, Tiffany Coletti Kaiser, the session brought together traditional and direct-to-consumer (DTC) brands to discuss the ways in which companies are navigating an ever-evolving market to grow their brands.
With the growth of companies like Nike establishing subscription-based offerings, and DTC brands like All Birds and Glossier opening up flagship stores, we have seen the traditional roles of these organizations continue to switch in order to keep up with the evolving needs and behaviors of their customers.
Ryan McIntyre, General Manager of Digital at Porter Road, and Kyle Maurer, Vice President of Global Digital at Monster Energy joined our panel to share insight on how the digital ecosystem has changed the ways in which their respective companies measure brand performance, and how it has affected their approach to the market.
Throughout the discussion one thing remained clear; the customer is crucial in the growth of both the business and the brand. Whether it is a company with an established international footprint, or one that is still growing its grassroots presence online, investing in learning about the behaviors and interests of the people you are trying to reach is crucial in determining the best ways to engage with them in the digital world.
A massive “thank you” to the IAB team for inviting us to participate in this year’s event. We were thrilled to take part in the robust programming that they put together, and are already looking forward to next year!