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Connecting with your creative side is crucial to effectively communicate brand values. Highlighting these in marketing grows customer loyalty and strengthens reputation, all while driving the change needed in an ever-evolving market.
Dara Treseder, chief marketing officer of Autodesk, and Andréa Mallard, chief marketing and communications officer at Pinterest, sat down for a seaside chat at Adweek’s Whalar House during Cannes Lions.
The panelists talked about how they’re driving their brand missions, discovering new ideas and implementing positive change in the marketing industry.
Unleashing the creative value of your brand
Treseder kicked off the conversation by emphasizing the importance of knowing where your brand made a difference and using creativity to convey these moments.
“Unlocking creativity for your brand is telling stories of impact,” she said. “For me, it’s about figuring out what are the best ways for us to demonstrate and inspire customers and our prospects and the general audience with what is possible—and what are some ways we haven’t done that yet?”
Driving positive change in social media
According to Mallard, in the vast and often turbulent sea of social media, Pinterest serves as a beacon of hope and positivity.
“People have often called us the last positive corner of the internet—the Ted Lasso of the internet,” she said. “That’s because we’ve spent time on the emotional well-being outcomes of the people who use our platform.”
Mallard said Pinterest is on a mission to empower internet users and the industry as a whole to rewrite the rules of social media, as illustrated in the brand’s recent “It’s Possible” campaign. She said Pinterest wanted to drive the point that while it’s possible for internet users to design their dream homes or pick the perfect first date outfit, the platform’s mission is deeper than that.
“We also wanted to challenge the industry and say, ‘It’s actually possible as an industry to be a force for good.’ We just announced the Inspired Internet Pledge, and what we’re saying is it’s possible for social media to actually make you feel better after you use it, not worse.