The CMO of Opendoor discusses pivoting into the brand side of the industry, leveraging innovation to build stronger brands, and shares how today’s agencies can be more effective partners.

The internationally renowned dermatologist, whose research set the industry standard for skincare practices, discusses the Baumann Skin Typing System and how she juggles being both a doctor and a marketer

The Senior Vice President of Global Marketing Opens Up About His Professional Shift from Engineering to Marketing and Shares the Rewarding Challenges of Marketing a Disruptive Product Line

“Our humanity requires us to have bias, but it’s also our job to examine that bias and how it shows up in our behaviors and workplaces.”

“OOH is having this emerging moment and is growing phenomenally because people are really craving things that are real.”

“There's legitimacy to that traditional method of working, but if you want to be culturally relevant, you must move at the speed of culture.”

Welcome to Brand and Demand 3.0, a new Continuum series where we ask industry leaders to share their thoughts on cultural moments, events, trends, and ideas that matter for brands and marketers. As always, we aim to connect the dots between top-of-funnel brand awareness and day-to-day performance marketing.

We kick off this series (pun intended!) with the Super Bowl – undeniably advertising’s biggest night. With an average cost of 7 million dollars per spot and an audience of over 100 million, all eyes are on the ads, and both brands and agencies know what’s at stake.

“I think clients want integration. They don’t want to be dealing with multiple partners and have it be their responsibility to integrate all of the various parts. The more an agency can offer under one roof, the better.”

“We don’t need 100 AI tools. We need three tools with great interfaces on top of them. Otherwise, AI becomes a totally different programming language that I don’t want to learn.”

“We don’t need 100 AI tools. We need three tools with great interfaces on top of them. Otherwise, AI becomes a totally different programming language that I don’t want to learn.”

“AI has the potential to broaden the signals and analyze your behavior more completely to help understand where you are in that buyer journey.”

“There’s also an important perspective that comes from being on the ground and interacting with people on a daily basis. I realized that even when you have the data, anecdotal is not a bad word when the intuition driving it is based on experience.”

“Customers, too, are aware of brand values and ethical considerations. When messages are displayed in brand-safe environments, consumers are more likely to trust the brand, and such trust is essential for building long-term relationships with consumers.”

“I hope and believe that in the coming year, positive advertising that drives stories will emerge because there is a great hunger for something not divisive.”

“People invest in what they know. It’s not necessarily intentional, but people like investing in people who look like them and ideas that feel relevant to them.”

“As a brand manager, if you find a creator that aligns with who your brand is or who you want it to be, I think the next step is giving them your product and letting them use it for a few months instead of just handing them a check and jumping into a relationship. Let them become a fan.”

Compete against yourself rather than with others: The trick is not to try to better than everyone, which is neither possible nor attainable for long or with everybody who is doing the grading. Rather it is to be better every day than you were yesterday.

“At some point, I became obsessed with the idea that every new form of media that was coming out was about putting the end user in control of the information flow rather than the distributors and creators of information. It was quickly becoming clear that when people are empowered, they choose not to interact with advertising in its intrusive and interruptive forms.”

“Mental health issues, stress, and turnover are costing businesses trillions of dollars.”

“We still have this built-in fatphobia in our society and negative attitudes around bigger people that keep getting perpetuated. I want to help companies fight this not just in their marketing to customers but also internally by creating a company culture where employees of all sizes feel welcome.”