In this episode of Brave Commerce, Brad Feinberg from Molson Coors discusses how marketing is evolving within a regulated environment. He emphasizes the importance of integrating brand and performance efforts, utilizing a data-driven approach, and adopting agility to enhance consumer engagement. The company's unified structure helps in leveraging media and digital strategies, which streamlines operational efficiency and nurtures growth in new beverage categories. The insights shared serve as a guide for modern marketers aiming to overcome internal silos and drive effective brand-driven results.
Brand and performance should not be seen as separate entities. By treating them as two sides of the same coin, our campaigns become far more impactful, driving measurable results and brand loyalty simultaneously.
In a regulated industry like ours, agility combined with a consumer-first mindset is crucial. We leverage data across every marketing touchpoint to ensure our campaigns resonate effectively with consumers.
The combination of media, digital, and eCommerce creates a faster execution model. This structure not only streamlines our processes but also nurtures career growth opportunities within our team.
Moving into new categories, such as non-alcoholic beverages, exemplifies how we're not just investing in existing markets but also exploring new territories that align with consumer desires.
Collection
[
|
...
]