Future-Proofing Brands - Valda Coryat - Cultural Fluency Makers - Episode # 006
In this insightful and dynamic episode, David interviews Valda Coryat, the Vice President of North American marketing for condiments and sauces at McCormick and Company. Valda shares her expertise and discusses how the rapidly changing demographic and cultural landscape in America affects marketing strategies.
She emphasizes the importance of inclusive marketing and cultural fluency for the longevity and success of brands. Valda draws from her extensive experience with top brands and touches on topics like the evolving role of multicultural marketing, the necessity of authentic engagement with diverse consumers, and the impact of effective demographic targeting. She also shares her views on AI in marketing and highlights the challenges of making strategic investments to capture future growth.
Takeaways:
- Focus on Communication and Team Building: Prioritize strong communication skills to select, inspire, and coach winning teams that drive extraordinary results and improve team dynamics.
- Integrate Consumer Insights into Marketing Strategies: Incorporate consumer insights at every stage of your marketing process, from data collection to strategy development, ensuring inclusivity and innovation.
- Sophistication in Marketing Approaches: Evolve marketing strategies to resonate with a multicultural and multi-generational audience, tapping into diverse consumer needs.
- Focus on Long-term Growth and Success: Prioritize strategies that ensure long-term business sustainability, focusing on brand loyalty and consumer engagement rather than just immediate ROI.
- Depth and Context Matter: Emphasize understanding the deeper context behind consumer behaviors and data, gathering qualitative insights to grasp the "why" behind trends.
- Influence of Younger Generations: Acknowledge the significant impact of younger generations (Gen Z, Gen Alpha) on buying patterns, and engage with them to stay relevant in the market.
- Embrace and Invest in AI: Integrate AI into business strategies to stay competitive, and invest in AI expertise to adapt to technological advancements and evolving market dynamics.
Quote of the Show:
- “I think the reason we get out of bed every day to do the work we do, both as marketers and for businesses, is because there's always a challenge—and it's a beautiful one.”
Links:
- Twitter: https://twitter.com/valdaspeak?lang=en
- LinkedIn: https://www.linkedin.com/in/valdacoryat/
- Website: https://www.mccormickcorporation.com/
Ways to Tune In:
- Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex
- Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes
- Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e
- Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367
- Transistor: https://culturalfluencymakers.com/
Creators and Guests
