Innovating Brands in the Age of Digital Disruption

In this episode, Kathryn talks with Alejandra Denda, CMO of The Federal Savings Bank, discussing the importance of data in marketing and strategic modernization of traditional brands. She shares insightful experiences from her time at CPG brands like Huggies and underscores the necessity for educational outreach and a holistic consumer experience in home lending. Alejandra also talks about what she’s currently teaching her students at Northwestern and what it means to build brands in today’s environment.

Alejandra:

“There's like tons of data in today’s environment and sometimes it can be overwhelming. But I think the most important piece, for us, it's to start defining a clear goal. In any type of process is what are we trying to look at? So we start always with a goal in mind and then look at kind of like gather the data from the different sources. So as I mentioned, kind of like website analytics, GA, the CRM system, social media, consumer surveys. So it's a mix of really omni-channel, digital data, and also brick and mortar data from sales and from other teams and organizations and put all that together and we start working as a team understanding findings. So there's a lot of all types of whiteboarding exercises of getting all the data, consolidating, sharing, and understanding how we are going to process the data, what's kind of the insight behind that, and then building a roadmap of execution.”

Episode Breakdown:

[02:12] Alchemy Unveiled: Data is key

In today's data-driven landscape, understanding customer behavior through metrics like engagement, campaign performance, and lead generation is key to developing targeted, effective solutions. By combining data from various digital and brick-and-mortar sources, businesses can refine their brand strategy, optimize customer engagement, and modernize their approach to better connect with diverse consumer segments, ensuring that values and new digital strategies are seamlessly integrated for future growth for both traditional and iconic brands.

[12:59] From Nuggets to Campaign Gold: From mortgage to diapers

Don’t think a mortgage and a box of diapers have anything in common? For Alejandra, a successful diapers campaign for Huggies demonstrated the importance of timing and emotional connection by engaging expectant parents months before their baby's arrival, mirroring strategies in mortgage marketing where understanding the right moment to communicate, such as during the pre-approval process, is key. Both industries rely on tailored educational content and partnerships to build trust, enhance consumer experience, and navigate complex journeys, while also maintaining strict privacy and compliance standards.

[28:26] Gold Rush: Teach what you know

With a wealth of experience, Alejandra now gives back by teaching what she knows. Her "Branding in the Digital Age" class explores how to build brands in today's dynamic landscape by combining traditional models with modern tools like AI and social media, emphasizing the importance of brand fundamentals, purpose, and inclusivity. It also highlights the challenges of navigating global markets, cultural differences, and emerging technologies, particularly AI's potential to enhance predictive analytics while ensuring ethical practices and diversity in marketing strategies.

Links & Resources:

Connect with Kathryn

Connect with Alejandra

Learn more about Deluxe

Learn more about The Federal Savings Bank

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