Chief Marketer
we've got a lot to talk about
June 6, 2021

It’s Pride month, people. And the marketing activations have begun to roll in. But it should be said: There’s a difference between authentic LGBTQ allyship from brands and rainbow-colored merchandise or generic social media shout-outs. Some companies are missing the mark, and younger audiences in particular see through hastily-produced activations. So what’s a well-meaning marketer to do? We look at three ways brands can celebrate, support and resonate with LGBTQ audiences throughout the month—and beyond.

A frictionless digital experience has long been the holy grail for marketers. But according to a new report from Gartner, introducing some “productive friction” into customers’ digital journeys could increase sales and brand loyalty. We spoke with the research firm about how marketers can set themselves apart through implementing “course changes” within digital experiences as a tactic to boost brand advocacy.

Dunkin’ has undergone a rebranding, an overhaul of its digital marketing operations and an ownership change—all in the last two and a half years. Even so, the quick-service restaurant chain has promoted its brand through a broad range of innovative partnerships that tapped into cultural moments, Gen Z and millennial audiences and the power of limited-edition merchandise. Check out the latest installment in our Brands on Fire series.

Lastly, a special announcement for the promotional marketers out there: We’ve extended the deadline for the 2021 PRO Awards submissions until Tuesday, June 8. Choose from 46 categories—many brand new and tailored to 2020’s limitations—and get the recognition you deserve.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at dbrooks@accessintel.com or call (203) 899-8494.

This newsletter is brought to you by:

 
Brands on Fire: Dunkin'

Our monthly analysis of the world’s top brands and the marketing moves that are setting them apart.
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Gartner Study: ‘Productive Friction’ in Digital Experiences Pays Off

A frictionless digital experience has long been the holy grail for marketers. But according to a new report from Gartner, introducing some “productive friction” into customers’ digital journey could increase sales and brand loyalty.
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Godiva CMO: Marketing Campaign Positions Brand as Both Accessible and Premium

Forget mass versus class. With its new marketing campaign, chocolate company Godiva is touting both.
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Deadline Extended: 2021 Chief Marketer PRO Awards

Choose from 46 categories in promotional marketing. Get your applications in before June 8.
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HBO Max Delivers Premium Unboxing Experience to Influencers and Superfans for 'The Nevers'

The key strategies HBO employed to create an escape room-inspired, at-home experience that more than delivered on the wow factor.
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Partner Content
Lead Scoring Simplified: Using Data & AI to Focus on Your Best Leads

Dun & Bradstreet and Forrester team up to discuss best practices in prospect identification and lead scoring that will help to deliver the best opportunities to sales teams. We explore looking beyond traditional lead scoring methods and incorporating all relevant buying signals. Watch now.

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