Marketing Sips is a space to share information, insights and ideas about how brands connect with people.
Currently, I lead strategic marketing and branding efforts at the Inter-American Development Bank. Throughout my career, I’ve worked with international and U.S. brands from both the agency and the client perspectives; always with the aim of meeting business object by identifying, reaching and connecting with target audiences.
What I have seen is that the most effective marketing efforts are ones that are integrated, and aligned with a larger business purpose.
Marketing must take into account the richness of people’s day-to-day lives and deliver value with relevant messages that are useful, entertaining and/or inspiring. Sound marketing is channel agnostic, reaching people at the most opportune times. It’s art and science combined with excellent timing.
This integrated marketing perspective is what I want to share and discuss.
So sit back, grab a cup or mug of your favorite beverage, sip along and chime in.