Navigating Global Brand Strategy - Lauren Flanigan - Cultural Fluency Makers - Episode # 009
Lauren Flanigan, the head of Global Brands Refreshment Categories at Mondelez International, talks about the critical role of inclusive marketing in today's diverse and dynamic cultural landscape.
Lauren emphasizes that inclusive marketing is vital, not just as a token gesture, but as a core business strategy that drives strong results and authentic connections with consumers. Using examples from brands like Nike and Oreo, she underscores the importance of authenticity, consistency, and leadership buy-in to effectively implement inclusive marketing.
The conversation also covers the intersection of DEI (Diversity, Equity, and Inclusion) strategies with broader business objectives, the role of AI in enhancing consumer insights and marketing efficiencies, and the essential nature of cultural relevance for brand love and competitive advantage.
Takeaways:
- Embrace Inclusive Marketing as a Necessity: Inclusive marketing is essential in today’s diverse market. Ensure your strategies genuinely reflect and connect with all consumer segments.
- Build Authentic Relationships with Communities: Avoid opportunistic marketing. Foster long-term relationships, like Oreo’s ongoing support for Pride events.
- Ensure Consistency in Inclusive Efforts: Maintain consistency in messaging and inclusivity, even through leadership changes or strategy shifts.
- Obtain Leadership Buy-In: Secure leadership support by presenting data and examples that highlight the business benefits of diversity and inclusion.
- Use Data-Driven Insights: Leverage consumer data to inform marketing strategies, ensuring relevance and effectiveness.
- Engage with Cultural Relevance and Fluency: Understand and respect cultural nuances, actively participating in cultural conversations to enhance brand connection.
- Utilize AI Responsibly in Marketing: Use AI for research, data synthesis, and content generation while ensuring it does not perpetuate harmful stereotypes and maintains a human touch.
Quote of the Show:
- “Enter conversations with intentionality and an intent to commit so that it lands with authenticity.”
Links:
- LinkedIn: https://www.linkedin.com/in/lauren-flanigan-81b0775b/
- Website: https://www.mondelezinternational.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
- YouTube: https://youtu.be/l4fxp3XdmMw
Creators and Guests
