BrandSmart 2024: The Future of Marketing, Brand Experience and Generative AI

Fresh from visiting the future of marketing at AMA Chicago's BrandSmart 2024, your Growing Social Now Host Barbara Rozgonyi, dissects the revolutionary ideas and trends reshaping our industry. Expect to hear about the seismic shifts AI is causing in our field, not just in terms of efficiency but as a catalyst for creativity and connection.

 We'll reflect on the power of storytelling in brand identity, the evolution of B2B marketing, and the ways AI is reshaping the advertising landscape. This episode isn't just a recap; it's an invitation to be part of a bold new era where marketing is as much about innovation and audacity as it is about understanding and engaging with the stories we all share. At one hour, THE longest Growing Social Now News episode ever is power-packed with insights and takeaways to transport you to the future. Thanks for listening, subscribing, and sharing! 

#BrandSmart2024 #barbararozgonyi #2024marketingtrends #b2bmarketing #b2cmarketing #dtcmarketing #fractionalcmo #amachicago #americanmarketingassocation #podcast #marketingpodcast #podcasthost

Mentioned in this episode

Leslie Marshall Chief Marketing Officer, Mesmerise Group, former AMA Chicago President, as an excellent #BrandSmart2024 Emcee; and Chris McGuire, AMA Chicago President, Director Of Client Growth and Engagement, McGuffin Creative Group, Inc., and an engaging game show host!!

Thanks to AMA Chicago for hosting and these smart speakers for sharing their brilliance:
Staying Grounded While Launching an Out-of-this-World Brand 
Sheila Hamilton, Marketing and Menu Lead - New Business Ventures, McDonald’s

Embracing A.I. and Maintaining the Human Touch
Jennifer Polk, Chief Marketing and Digital Experience Officer, Feeding America

Beyond the Game: Crafting Unforgettable Brand Experience Journeys Through Sports
Linden White, Head of Account Management and Integrated Solutions, rEvolution
Lisa Nucci, CMO, Choose Chicago
Dan Moriarty, CMO, Chicago Fire FC

Branding in the Narrative Economy: The Psychology of Consumer Experiences
Kristian A. Alomá, Ph.D., Founder & CEO, Threadline

Ask Me Anything Panel of Experts
Shannon Lee, Senior VP of Creative, StudioNorth
Pepper Miller, President, The Hunter-Miller Group
Lindsay Gash, Creative Innovation Lead, NA Agency, Meta
Andy Crestodina, Co-founder & CMO, Orbit Media Studios

Innovation as Creativity
Meghan Hurley, Vice-President of Global Brand Marketing, Claire's

Bronco Boost: Generative AI’s Marketing Journey Goes from Zero to 60
Joe Grigsby, Panel Moderator, VML
Jen Swanstrom, US Retail & Shopper Marketing Manager, Ford Motor Company
Chris Scuro, VP/Director of Digital Business at Platforms, Ford at GTB
David Chan, Digital Strategist, Ford at GTB

 Architecting Your Future
Jennifer Wesley, Managing Director Talent and Strategy Development, Google

Barbara Rozgonyi
Founder, CoryWest Media
Fractional CMO Digital Marketing PR Consultant
Keynote Speaker
Top PR Blogger
Podcast Host Growing Social Now

Barbara Rozgonyi on Facebook
Barbara Rozgonyi on Instagram
Barbara Rozgonyi on LinkedIn
Barbara Rozgonyi on TikTok
Barbara Rozgonyi on Twitter
YouTube
Growing Social Now
wiredPRworks

look at what really happened atBrandSmart in Chicago.
I'm excited to report on a dayfull of fantastic information
reconnection.
It was a marketer's dream andit's the third time I've been to

(00:25):
Brand Smart.
It is one of the best, if notthe best, marketing conferences
in the country and it's a who'swho of decision makers and
influencers.
It was on Thursday, April 25thin the Aon Grand Ballroom at
Navy Pier and while I was there,I took a lot of notes.
In fact, I typed in whatamounted to like 15 pages of

(00:47):
notes and I did ask AI to takemy notes and turn them into a
script which I could read.
But I am going to do a bit ofthat and then just read a bit
from my notes, because we knowhow AI is it just takes what it
wants and it kind of smudges outall the really interesting
pieces.

(01:08):
So, coming into the conference,you know AI has been at every
conference I've been at thisyear.
It's just front and center.
It's kind of like when Imoderated the 2022 Marketing
Trends panel for AMA Chicago inFebruary, and thanks again to
AMA Chicago for theopportunities to moderate panels
.
I love doing that.
The second one I did was onemployer branding versus

(01:31):
recruitment marketing, and welearned so much.
So when I did the MarketingTrends in 2022, the front and
center was TikTok, and I wastold you know, you really have
to talk about TikTok.
And of course we did, and ifyou flashback two years, tiktok
was getting started, but it's acompletely different platform
now.
It's super powerful, and, ofcourse, tiktok came up in this

(01:55):
conference quite a bit.
Ai, though you just can'tescape it and we see it
everywhere, and one of thethings that I really keep coming
back to is a quote from SamAltman, who says that AI will do
95% of what marketers use,agencies, strategists and
creative professionals for today, and that's kind of scary,

(02:17):
prophetic, real, all thosethings.
And coming into this conferenceI know that was one of the
things on everyone's mind iswhat's happening with AI, and so
the menu of the day kickedright off with Sheila Hamilton,
Marketing and Menu Lead - NewBusiness Ventures at McDonald's
who talked about new businessventures and McDonald's staying
grounded while launching an outof this world brand called

(02:41):
Cosmcs.
The Cosmcs character isactually a vintage character
that they went back to and foundfrom the 80s.
It's kind of like an alienlooking guy and they wanted to
tap into novelty, and nostalgiais really big right now, so
that's what they tapped into.

(03:02):
They also wanted to really diveinto that $100 billion
specialty beverage and coffeesector.
So $100 billion gets spentevery year on specialty
beverages and coffees.
That's a great place forMcDonald's to go.
They're going to be opening 10stores within the next month,
but this whole entry wascompletely shrouded in secrecy.

(03:28):
It was a big surprise pop-up.
They didn't tell people untilthe day they opened.
It was even cloaked inside thegolden arches and everything
they did is driven by Gen Z andGen Alpha, and so it was really
interesting to see how Cosmcscame to be, what kind of planet

(03:48):
it came from, and they'relooking at creating an
otherworldly energy.
Everything is designed with theGen Z.
They want them to see the worlddifferently.
They say they're lifting humansup with every sip, so it's a
place to escape and order.
Exactly what you want.
That will take you to adifferent place.

(04:08):
They want to be treating,refreshing and energizing.
They're rooted in beverageexploration with drinks like a
churro cold brew frappe.
Now, I don't know about you,but it might take me a little
while to figure out exactly whatI want to order.
There are four category pillars, including crafted teas and
lemonades with TikTok, worthycolors, of course, playful

(04:30):
blended frozen beverages, coldbrew coffee and then functional
beverages, which are energy,immunity, gut health and an
island pick me up punch that isgood for before and during your
workouts.
So there's a lot of talk aboutdrinks and brand-tertainment.
This is a term they came upwith and brand-tertainment

(04:52):
happens when, after the customerpays at the order point, they
get to watch brand-tertainmentto keep them engaged while
they're waiting through thedrive-through and watching the
order board.
So it's a complete experience,everything from coming in
ordering the drink, watching thebrandertainment and then when
they get the drink, the.

(05:13):
I don't know if they're callingthem baristas or what they're
calling the servers, but maybethe Cosmc Tours, I don't know,
but anyway they say have a nicesip.
So it's all very exciting andthe grand opening was just
jammed.
I know I saw on the news howmany people were waiting and
they had swag at the grandopenings to make it more like

(05:36):
walking billboards.
One thing they did in Texas isthey took it to the sky with a
drone show.
We saw the video.
That was super exciting and sothat was kind of fun.
They didn't have any paidinfluencers and they were
upfront about really how theyjust made this organic.
It was organic content.
And Sheila talked a lot abouthow they might work with paid

(06:00):
influencers in the future andwe'll see what they do.
It is interesting for a brandthat has this amount of money to
go in and say, let's see whatwe can do with as little funds
as we have, as little as tensionas we have, and just put it out
there and launch it.
So the lesson from this isreally let your consumers drive

(06:21):
the development, the launch, themarketing, the delivery.
So it was really interesting tosee what Sheila had to say
about that.
And if you're in the Chicagoarea, I know there is a McCosmix
in Bolingbrook, so if you getdown to Bolingbrook you can
check it out.

(06:41):
So AI says the summary isleveraging design, thinking and
technology can accelerate thejourney from concept to
execution, even for establishedbrands.
Venturing into new $100 billionterritories, extending a brand
into unexpected spaces requiresa deep understanding of customer
connections and a willingnessto challenge conventions.
Embracing a test and learnmindset is crucial when

(07:05):
launching innovative concepts,as it allows for continuous
refinement and improvement ofthe customer experience.
So that was all veryinteresting, kind of made me
thirsty for more.
And next up was Jennifer Polk,who's the Chief Marketing and
Digital Experience Officer atFeeding America, who talked
about embracing AI andmaintaining the human touch.

(07:28):
So she said that 51% ofmarketers have used or
experimented with gen AI intheir work.
She talked about how AI can belike more of a traditional kind
of AI or a generative AI, andthe generative AI, like language
learning models or chat.
Gpt is a process where we talk,we chat back and forth and

(07:51):
there's more user involvement.
The key word with AI isexperimentation and that's what
we're all doing with it.
We're all trying to figure outwhat to do with AI.
And she said there's amarketing opportunity with
utility, productivity,scalability, creativity and
connectivity.
It's transforming jobs.

(08:11):
Yes, we know.
She went over some use caseswith CarMax and Boise State.
She talked about SEO and emailand how AI has been used for
that.
Traditional AI is used forresearch, analysis and marketing
automation.
Generative AI is used forcreative and connective tasks
involving more complex processes.

(08:32):
They can safely use AI and itmay contribute to a larger
carbon footprint.
Marketers worry about accuracy31% do.
20% don't trust AI.
19% are concerned about skills,18% are concerned about jobs.

(08:55):
So generative AI possibilitiesalso raise the risk of inherent
bias and misuse, and I wouldagree with that.
I put in bios of my speakersand my guests on my podcast, and
one guest was a VP at a company, but AI completely ignored that
and promoted them to becoming aCEO and a founder, and it was

(09:19):
really prophetic, because that'swhat happened for this person.
A few months later, anotherperson was a CMO, a chief
marketing officer, cmo andChatGP demoted them.
So you have to read what theysay, but it's always fascinating
to take a step back and wonderhow did they come up with that?
And so you have to evaluatewhether or not your organization

(09:41):
is ready for AI.
I would say that we all are.
I did go to a presentation herein Charlotte at Method and we
talked about AI.
One of the things to thinkabout is your change management
and your process workflows.
Bringing AI into yourorganization is going to require
change management and you'regoing to need a set of

(10:03):
guardrails that are going toalign with your core values, and
you want to consider trainingyour folks for things like
potential inherent, to recognizepotential inherent bias in AI,
and we have to understand thehuman impact.
She gave us an example of ifyou get a message on LinkedIn
that says hi, I hope you're well.

(10:25):
That's a guaranteed AI introfrom LinkedIn's messaging tool,
and you have to make sure thatwhen you use AI, it recognizes
your voice, and a lot of timesit doesn't, and I've asked AI to
use my voice and sometimes it'sso bouncy I'm like is that
really what I sound like?
So maybe it is, but you have toreally train AI.

(10:46):
She gave an example of how Doveput real beauty before AI and
one in three women feel pressureto alter their appearance
because of what they see online,even when they know it's fake
or AI generated.
So with Dove's Real Beautycampaign, it was really
important for them to focus onreal people.
She mentioned that by 2025, Ithink that's next year it's next

(11:11):
year 90% of the images we seeonline will be AI generated.
I don't know where thatstatistic came from and I would
say that might be a little bithigh, but when you think about
every image that you post onInstagram, even personally, a
lot of times there's a filterthat you use, or you use the
camera tool to finesse the imagea bit.

(11:34):
So maybe that's right.
So she said AI is expected tolead to high job churn.
50% of organizations anticipatejob growth, while 25% of
organizations expect job losses,and we're talking about an AI
Bill of Rights here in theUnited States.
I don't know if that's going tohappen.

(11:54):
I was invited as a journalist toattend an ethics and AI
conference in Slovenia, which Ididn't go to.
It sounded really wonderful.
The venue looked great.
It's a little bit of a travelinvestment on that one, but
they're doing a lot more inEurope than they are here around
AI.
Right now, 75% of marketers areplanning or using AI, and let's

(12:18):
see what AI said about thissession.
It said as AI becomes moreprevalent in marketing, it is
essential to recognize andaddress potential biases to
prevent perpetuating harmfulstereotypes or discrimination.
Over half of marketers 51% haveused or experimented with
generative AI in their work.

(12:39):
Striking the right balancebetween AI's efficiency and
human empathy is key to ensuringmarketing efforts remain
genuinely inclusive and resonant.
Investing in training andestablishing clear guidelines
for AI usage can helporganizations leverage the
technology while upholding theircore values and ethical
principles.
39% of marketers don't thinkthey can safely use AI due to

(13:03):
concerns around accuracy, trust,skill requirements and job
security.
So that was a lot to cover, andif you feel like you're in the
AI game, let's talk about goingbeyond the game in real life and
crafting unforgettable brandexperience journeys through
sports.
This was a fun panel led by LisaNuncio, who's the CMO of Choose

(13:27):
Chicago, with Dan Moriarty, CMOof Chicago Fire FC, and Linden
White, who's the head of AccountManagement and Integrated
Solutions for rEvolution, wasthe moderator.
So this was a fascinating panel.
I love Chicago and it's fun togo back.
Choose Chicago is, of course,the organization that really

(13:50):
promotes Chicago, and this waskind of like a bounce around
back and forth, and so what I'mgoing to do is just again read
my notes and read the highlights.
So one of the things ChooseChicago talked about with Lisa
was the Mag Mile Lights Parade,and if you've been to the Mag
Mile Lights Parade, it's right,I think it's like the weekend

(14:11):
before Thanksgiving and so theyinvited global influencers onto
the float, who had over amillion followers or more, to
livestream their experiences.
So that's one way they got someattention with that.
But she said random things caninfluence someone's decision on
whether or not to go and, forexample, dan with Chicago Fire

(14:36):
talked about that more.
He said their job is to improvethe experience and it's limited
for them because they play in astadium that's owned by the
Chicago Park District and it'sreally the home of the Chicago
Bears.
So there's only so much theycan do and you can't influence
every moment of the experience.
For example, if someone comesto Chicago and they have a great

(14:58):
rideshare experience, that'swonderful, but if it's not great
, you really can't influencethat.
So you have to really thinkabout how you're going to
measure success and how can youintegrate personalization into
your efforts.
And one of the things Chicagolooks at is a future is next
survey.
That's done every two years.
So they use different tools tomeasure connection in ways that

(15:21):
people have the Chicagoexperience more like locals do,
ways that people have theChicago experience more like
locals do, and so one of thethings they try to do is to get
people to think like a localwhen they come to Chicago.
Chicago Fire has a lot of reachin Chicago.
They have 17 home games and oneof their biggest programs is
for recreational soccer foryouth and adults.

(15:44):
They're looking at raisingtheir element of personalization
to go in different avenues toreach people like season ticket
holders.
They might have a customizedbenefits program with options
for families if you're usingyour tickets for business, or
maybe you're a diehard fan whereyou want to go behind the
scenes to access the players orhave more entertainment value.

(16:09):
So they want to give peoplemore options to self-select and
it's kind of like choose yourown venture.
So they ask how would youidentify the ideal Chicago
experience?
And Lisa said you know there's alot of generational experiences
, the places you went when youwere growing up.

(16:30):
Some of them aren't thereanymore.
And I know I took a strollthrough Marshall Fields, which
is now known as Macy's on StateStreet.
If I can do that almost everytime in Chicago, I do and I went
up to the seventh floor and itwas dead.
It was just there was no onethere.
The food court is only openduring lunch, I get that, but
the Walnut Room no problemgetting a table.

(16:52):
So that's you know, that's adifference.
And then there's, you knowthere are a lot of places that
are alive and lit up, and I'msure that place is alive and lit
up on the weekend.
So you know there's a lot ofevolution and transformation in
the neighborhoods and theytalked about checking out all
the different neighborhoods,like Pilsen and Chinatown, and

(17:14):
really getting to know thepeople who live there, and
that's what I love.
We have three adult childrenwho live in Chicago.
So we've got Lakeview, we'vegot Logan Square, chicago, so
we've got Lakeview, we've gotLogan Square and Wicker Park and
Irving Park.
So those are the neighborhoodsI kind of float around and look
at when I'm in Chicago.
Oh, and then also we haveStreeterville.
We have a cousin who livesthere.

(17:35):
So the neighborhoods in Chicagoare really, really fun.
You know, people do stereotypeChicago as being gritty.
There's a lot of hustle, dirtand grime.
There's a reputation for beingawful in the winter, but it is
one of the best sports towns inthe world, with great food.
Summer is absolutely sparklingand there's a real cultural

(17:57):
depth to Chicago that you can'tget anywhere else.
This is what the panelists said, but I agree 100%.
You may not know that ChooseChicago did bring this up, but
for the past seven years in arow, chicago has been named the
number one large city by CondéNast, and so they asked us to
talk about that, brag about it.

(18:18):
And people might not know thatChicago is a welcoming city for
LGBTQ+ or that house music wasborn in Chicago, or that
skyscrapers started here.
There's a lot of stuff thatChicago is known for.
So they ask us to brag aboutthe city you live in more and to
brag about it to people aroundthe world.

(18:40):
Although I don't live inChicago anymore, it is my first
second city and I'm kind ofbragging about it, I think, with
this podcast.
So let's see what AI had to sayabout this.
It said that sports experiencesare redefining brand engagement

(19:01):
by creating immersiveexperiences that transcend the
game itself.
Building dynamic brandexperiences requires a deep
understanding of fan motivations, expectations and emotional
connections.
Personalization and attentionto every touch point of the fan
journey or, I would say,travelers or tourist journey are
crucial for crafting memorableand impactful brand experiences.

(19:23):
So that was a fun one.
And next up you know we'retalking about emotions and fun
was Dr.
Kristian Aloma, who is thefounder and CEO at Threadline,
who talked about branding andthe narrative economy, the
psychology of consumerexperiences.
Now, this is something I wasreally interested in because I

(19:46):
love psychology,self-development, all that kind
of stuff, but I really like thepsychology of the consumer
because I feel like, as amarketer, we have to understand
why people want to have arelationship with our brand.
So the first thing Christianstarted talking about was what
is a brand?
And very few of us have ananswer that matches the person

(20:09):
next to us.
We can talk about thisconstantly, but we rarely agree.
Ama says a brand is anydistinctive feature, like a name
, term, design or symbol thatidentifies goods or services.
You know it when you see one.
Brands are trusted, loved,loyal, satisfied and supported.
They can be passionate.
You can be passionate about abrand, you can long for the

(20:30):
brand, you can be committed.
You can also be addicted andyou can feel betrayed.
So there are negative aspectsas well.
The descriptors we use to talkabout relationships and brands
are relationships between theaudience and the organization
might be those words.
One of the things I do when I dobranding workshops is I ask
people to think about their topthree to five brands.

(20:53):
What made them who they aretoday.
Maybe it was the coffee theydrank this morning, the car they
drove, or it was the computerthat they're on.
I try and tell people not tomention Apple, because that
everyone mentions Apple and butyou know we do rely on that
brand a lot for what we do.
I know I do.
Brands help us build structureand meaning and with psychology,

(21:15):
there are ways to measurerelationships you know from and
Christian gave us a really greattimeline for this or I could
say you know a measurement tooland so you know it's something
like you don't really knowsomeone to really really close
to them, and that's kind of howbrands are as well.

(21:35):
If you think about when youwalk into a store, if you want
to even just get like tomatosauce, which brand really jumps
out at you?
What relationship do you have?
Some you might not care for atall, you don't even like that
flavor, and others you're likeoh, I love it.
That reminds me of something Ihad or something I know.
Every time I use this, it'sgoing to be wonderful.
So there's a heavy overlap inthese primary relationships with

(21:58):
people and brands.
So how much of their identityis part of your own?
If you drive a Subaru, thenyour Subaru is part of your
identity, and I do drive aSubaru.
I also drive a Volkswagen, sothat's different than somebody
who drives a Jeep or a FordBronco, which we're going to
talk about in a minute.
So there's really a fascinatingrelationship between brands,

(22:22):
your brands and your personality, and that's what you need to
find for your customers.
So brands become part of ouridentities and we look at he
looks at narrative psychology.
We make stories to make senseof our identities and ourselves,
how and who we are to others.
We create stories about theworld and what are the stories

(22:43):
to be told?
So this is a good question whatare the stories to be told?
And there are a few ways thatwe walk through the creative
space may embrace technology,because they make us more
creative and we do have anarrative economy.
So we want to exchange theability to tell a story with the

(23:03):
brand.
We want to know the stories ourcustomers can tell because of
us and first of all, you have tounderstand your audience's
story.
Who are they?
Where does your brand live inthat space?
So, for example, Kristian talkedabout McDonald's and he said
that he has great memories ofgrowing up and going out to eat

(23:24):
at McDonald's.
And when I think aboutMcDonald's I think about a lot
of different things.
My favorite thing was being aconsultant helping McDonald's
identify mom blog influencers.
That was great.
Or I think about my friends,like Ellie Deutsch, who works at
McDonald's and she was on mypodcast.
So there are all kinds ofrelationships with people in the

(23:44):
brands as well as the productitself, and then find your role
in the audience's story.
Consumers are narrative machinesWell creatives and they will
create narratives about you.
And that's so true If you lookat back to the Subaru example,
even if you look at the carwithin the like, we drive an

(24:07):
Ascent.
So if you look at the Ascentowners conversations in Subaru,
you will have all kinds ofconversations about that product
.
Most of them are really good.
And the other thing I thinkabout is I shoot with Sony, so
there's a lot of back and forthabout lenses there, you know.
So those are examples of abrand and how it relates to

(24:28):
people.
So the question is how can weshape the story and give the
magic power, skills and goalsthey haven't thought of to make
whatever they're trying to doeasier?
How can you make their outcomemore rewarding or less painful?
And if you don't create yourown story, someone else will do
it for you.
That's a quote from Nora Ephron.

(24:49):
So if you don't create your ownstory, someone else will do it
for you, and this is a hugeopportunity.
The customer is always the hero.
The brand allows and supportstransformation and allows space
for them to embrace the story.
So the storytelling format I useis CPR, which is challenge
process, challenge processresult.
So what is the challenge foryour customer?

(25:12):
And again, remember, there theyhear all the story.
So why are they there?
What do they need help with?
What is the process?
And that's where you come in.
What are?
How do you help them get towhere they want to go?
Which is the result?
It's simple and if you can walkthrough that, people get it
right away and it's somethingthat could even help you with
your marketing content, becausechallenge process result and you

(25:34):
can communicate in the languageof your customers.
So you wanna allow space forthem to embrace the story.
And the greatest impact onpeople's emotional and mental
health comes from marketers'decisions.
Christian said this, and so letme say this again.
He said that we have a bigresponsibility because marketers

(25:56):
have the greatest impact onpeople's emotional and mental
health based on our decisions.
We're in their pockets, we'rein their mental health, and
that's a big step upresponsibility.
I know when I worked with BoschPower Tools, we were really
responsible for helping peoplenot only choose a tool, but

(26:18):
understand how they could dotheir work better.
And so, really, you are becominga partner you want to commit,
to recognize that we can shapetheir stories for the better,
and indicators branched in mindto get to heart of the story are
tools like social listening,qualitative market research Are

(26:38):
they talking about us?
What are they saying?
And you can go to communitiesReddit is a great place.
You can go get a tool likeBrandwatch and just really
monitor those conversations.
There might be something reallygoing wrong or right that
you're completely missing if youdon't monitor it.

(26:59):
So you can scale the kinds ofrelationships you have from like
friends and neighbors to reallyclose relationships and you
need to find out where does yourbrand fit and how much
permission do you need to godeeper?
So, for example, he gave a chipbrand, can be a friend at a
celebration, and phones are partof our lives and there's an

(27:21):
opportunity to go deeper withthe phone.
So I also mentioned trust andEdelman Trusts says that
companies with trust performbetter and that's kind of a
no-brainer.
So the more people trust you,the more your company will
perform better, and the way todo that is to really understand
the psychology and be a powerfulpresence that brings a customer

(27:47):
into an organization, to reallymake themselves more of a hero
and understand their people too.
So let's see what AI said aboutthis session.
It said consumer brandrelationships have evolved into
complex narratives that shapeidentities and experiences.
Brands must understand theirrole in the audience's personal

(28:08):
stories and strive to integratein a meaningful and authentic
way.
Leveraging narrative psychologyprinciples can help marketers
craft brand experiences thatresonate deeply and become part
of consumers lived experiences.
So what a great session wasreally interesting, and I love
the storytelling on that.

(28:30):
Next up was Ask Me Anything, andthis was another panel I was
looking forward to, becauseeverything was open.
The way we asked questions wasvia the Slack channel, which I
thought was okay.
You know that the questionswere read.
We didn't know who asked them.
It's nice to have someone comeup and ask a question, but
sometimes people can go on andon and on or they don't have a

(28:54):
question, maybe they have fourquestions, so there is some
beauty in having it go throughthe slack channel.
I also like, if you want toengage audience using a tool
where people can vote onquestions.
That's been kind of fun, and,and whatever you do, though,
it's really great to include apanel like Ask Me Anything, and

(29:14):
Shannon Lee was the moderator.
She's the Senior VP of Creativeat Studio North, also a former
AMA Chicago president.
Lindsay Gash is the CreativeInnovative Lead NA agency at
Meta.
Pepper Miller is the presidentof the Hunter Miller Group and
Andy Crestodina is theco-founder and CMO of Orbit
Media Studios.

(29:35):
So a super smart panel for AskMe Anything.
And so my notes here are justanswers to questions, and the
first question out was what isthe biggest mistake in B2B
marketing, which was a goodquestion, because a lot of what
we covered was more around D2C,and so Andy Crestodina said the
biggest mistake is what is thetrue story in the life of the

(29:58):
person on your website right now?
Is your site where they need tobe?
What are you answering thevisitor's unmet need on your
pages?
How could you add datastatistics, awards or anything
to make it more relevant?
He said your service pageshould go deep and answer every
question, and probably the bestquote of the entire conference

(30:20):
was shorties don't win.
So Andy said shorties don't win, and what he meant by that was
a short page with not a lot ofinformation is not going to win.
Every click on your website isnavigation and segmentation, so
you need to really have awebsite that is responsive to

(30:40):
the person who's reading itright now.
I would say that was for B2Bmarketing.
I would say it's probably truefor all marketing.
So the next question was whatare the biggest challenges in
marketing today?
And Pepper talked about makingsure that you look through the
lens of black and ethnicconsumers and not investing in
inclusion is a big mistake.

(31:00):
Dismantling of inclusion isdismantling innovation.
When you lead with ethicinsights, you understand needs
that can be universalopportunities.
You want to rally around realversus invented inclusion.
Andy mentioned inclusion forhiring to attract the best
talent, and Lauren said new waysto approach briefs and how lack

(31:27):
of inclusion can make theprocess.
Make sure the process isinclusive.
So if you have a brief out,make sure that you have
something in there aboutinclusion.
And Shannon said understandyour audiences and bring them
something new.
That's one of the biggestchallenges in marketing.
She said make sure you'rebreaking through.
Then the next question was willAI kill SEO and will search

(31:49):
platforms go away, which is agood question and Andy said the
future for website traffic willgo down and we do need to think
about how will we get AI tomention us so we can put a lot
of content marketing on theinternet, and we might even be
looking at AI PR.
I already see this, because ifyou ask for, like, top thought

(32:09):
leaders in an industry, it willcome back with the top ones that
are housed within the system,and so if you're not on there,
it's something you need to workon.
So I do feel like we have toshift away from search engine
marketing to really think aboutAI PR.
Pepper talked about theassociation of the algorithms

(32:31):
with AI.
So, for instance, she talkedabout the word woke, which was
generated by black people in the20s and 30s.
As a way to keep raising ourvoices as coming up with a
different definition of woke.
You have to pay more attentionto validate the perceptions.
And Andy said you have toassume AI is biased and

(32:52):
incorrect.
It's the job of the human tolook at the source and dig
deeper.
And then Lauren said refer tothem.
Okay, lauren said the need forhuman insight is critical with
AI.
Oh, lindsay, I'm sorry, I'vebeen calling you Lauren, it's
Lindsay.
The need for human insight iscritical with AI.
Oh, lindsay, I'm sorry, I'vebeen calling you Lauren, it's
Lindsay.
The need for human insight iscritical with AI and it's a

(33:15):
strategic role that can onlycome from a human.
The next question was is creatormarketing the same as
influencer marketing?
And I did go to the CreatorEconomy Expo in 2022 and we were
all creators and really that'swhat brands are looking for is
they're looking for creators, aninfluencer it's the two terms

(33:36):
can be interchangeable, butlet's see what the panelists
said.
So lindsay said at meta theyrefer to them as creators
because it encompasses more ofwhat they do.
Storytellers for brandproduction experts.
They understand the platform sowell.
They're the best and thebrightest.
Pepper said creators have moreassociation with content.
Influencers are more focused ona particular segment and let's

(34:01):
see the number.
What's your number?
One piece of advice Useinfluencers for what they're
best at with creation and letthem understand you so and push
them to do what they do best.
So if you have someone who'ssuper great with short videos on
TikTok, that's probably not theperson that you want to be
doing your LinkedIn thoughtleadership articles with various

(34:34):
segments Ethnic consumers willtell the truth, but not the
whole truth, so you really needto dig in and really make sure
that you're reaching thosevarious segments.
Shannon said research needs tobe not just at the beginning but
throughout the whole campaignand what tips do you have for
small teams or solar marketerswas the next question.
So what tips do you have forsmall teams or solo marketers?
Andy said you need to includeperspectives in a post or a

(34:58):
single point of view.
Era is over and if you look atOrbit Media's posts, you'll see
that it is a collaborationeffort.
There's just so many differentvoices, which is a wonderful way
to include different points ofview, but it's also a way to
promote other people.
Have them, promote you.
It's a great approach.

(35:18):
The next thing Andy mentioned isvisuals.
They need to see somethinginteresting and if you look at
his post same thing, and Ishould say not his post, I
should say the collective's postyou'll always see interesting
visuals.
You need to have a strong pointof view.
Ai has no point of view, oreven friends.
I would say that the biggestlesson is that if you 10 times

(35:40):
the effort, you'll get 100 timesthe results.
So that's all great and it'ssomething to try.
So you know, think about howyou can collaborate, how you can
have more visuals.
What is your real point of view?
I mean, you don't want to bejust like basic.
You want to have one side oranother and you want to have
friends, so it's really good.

(36:03):
So Lindsay said you need totest.
So lo-fi content iswell-crafted content, so she
really put the emphasis on itdoesn't need to be polished, but
there's lots of content thatcan perform really well if it's
lo-fi.
So I think having really highvalue production content is

(36:23):
something that holds people backand that's not really necessary
.
Shannon said consistency andvitals is key, which is a really
good point.
If you look at someone'sinstagram feed or brand brand's
Instagram feed or wherever theyare I like Instagram because you
see the whole grid you can seeif there is consistency in the
visuals.
So if you go back to McDonald'sand they have Cosmic and they

(36:46):
have this 80s out there alien,and then all of a sudden you
know, know, they have somethingthat's like really natural and
it's like trees, that's gonna bea disconnect.
So you have to have consistencyin visuals.

(37:06):
Next question was how do each ofyou use AI or how do you see it
changing your work?
Shannon said you're going to beleft behind if you're not using
it already.
So they use it for writing,brainstorming and designer
storyboards.
Pepper says it can help polishpresentations and language, but
if those aren't your words.
You have to make sure there'ssome continuity there.

(37:27):
Andy said it annoys him thatpeople are using AI in a boring
way and he said AI might as wellstand for average information.
He said start with persona andspend the money to upgrade it's
about $20 a month, which is theprice of two cocktails and ask

(37:47):
it to draw charts and start witha personal prompt.
Ask for ideas, ask forpresentation.
You can upload your homepageand ask it to draw charts and
start with a personal prompt.
Ask for ideas, ask forpresentation.
You can upload your homepageand ask it to match your persona
.
So it's all about personas and$20.
And if you don't want it to beaverage, then you really need to
give it the personal.
You need to give it somepersonal persona details to go

(38:14):
with.
Lindsay said AI is such anintegral part of meta.
Yes, we know, they justlaunched their little prompt I
shouldn't say little.
They launched the prompteverywhere for AI content and
30% of the content on Facebookis AI recommended and over 50%

(38:35):
on Instagram is recommended, soit's supposed to be helpful with
efficiency.
Ai can help with brevity andfor her, if there's something
that you need to do at the endof the day, that's creative.
It really helps organize andjust give some fresh thoughts.
So that was that panel.
Let's see how AI wrapped up.

(38:56):
Ask Me Anything.
Diversity inclusion should bewoven into every aspect of the
marketing process, from ideationto execution, to ensure
authentic representation andresonance.
While AI can augment andstreamline certain marketing
tasks, human creativity, empathyand strategic thinking remain
invaluable assets.

(39:16):
Consistency, strong visuals anda compelling point of view are
essential for small teams orsolo marketers to stand out and
connect with their audiences.
So the next one was Claire's.
And how exciting was that?
Megan Hurley, who's the vicepresident of global brand

(39:37):
marketing at Claire's, talkedabout innovation as creativity.
I love that title.
Innovation is creativity, andClaire's, to most of us, is a
mall store.
They are moving more and moreinto doing different things as
which is what she talked about,and that's been a bit of a
challenge and people.
They're creating a bold newlook with vibrancy and a

(39:59):
meaningful brand purpose.
So when we talked about visuals, their visuals are really bold.
The makeup is really colorful,exciting.
People are really interested intelling the Claire story, so
they introduced pierced byClaire's.
If you ask people where'd youget your piercings, I know the
first piercing is usually aClaire's.

(40:20):
We took our daughter to the malland we went to Claire's and
they really wanted to injectsome creativity into this.
So they worked with NiccoloFormice, who designed Lady
Gaga's meat dress, and Niccolohelped them.
Nicola helped them find outwhere to show up in the creative
space and they developed aParis store opening with no

(40:42):
signage and they kind of hit it.
They had this really beautifulcurtain on the front and they
had a huge opening party duringParis Fashion Week.
In fact they were one of thetop parties.
People really wanted them towin and I guess it was kind of
surprising because Claire's isnot luxury, designer, high

(41:04):
investment merchandise, but itwas really fun and new and fresh
and innovative.
So they really won over ParisFashion Week.
They've also come up withRoblox Shimmerville, which was
launched in the metaverse, andthey're doing some fun deals
with Sony and Imagine In 2024,which is this year, they turned

(41:25):
the mic over to the consumer andMeet the Most is their Claire's
collab and so what they did isthey put out a call.
They're not professional models,but they are kids who are
helping them with product designand they're working with them
to speak to the consumer andthey represent so much

(41:45):
confidence.
How do you get internalstakeholders to buy in?
Somebody asked, and it reallycomes down to exposure to the
consumer.
So when you see these Claire'scollab videos, you, their
confidence, just oozes off thescreen and they come.
She says, coming from the voiceof Gen Z makes this a little
easier.
It brings in the consumer tospeak and talk about.

(42:08):
So the most challenging thingthey worked on was moving from
mall to brand and there's a lotof budget that's meant for
signage and having worked for aFortune 100 retailer in
marketing and PR, yeah, I mean Icannot believe how much signage
was sent out to every storeevery week and it has to be
changed out a lot, but that's alot of money.

(42:30):
So the most rewarding thing sothey're shifting that and she
said the most rewarding thing isshe's totally obsessed with
this generation.
They're fascinating.
The way they look at prom isvery different.
In a way that's not rebellious.
It's a kind way of saying ifyou say this is what we did our
prom, they might say, well, thisis us and that was you.
So very respectful, notrebellious.

(42:52):
It made me really just want tohang out with a bunch of Gen Z,
alphas, gen Z and alphas.
Someone asked what channels workbest for you TikTok yes, of
course, no surprises there andInstagram for millennial parents
.
And someone asked about how doyou ensure inclusivity so that
you connect with diversepopulations and make sure

(43:13):
they're represented, and withthis group that they put
together the CoLab.
It hits on all the points ofinclusivity and diversity, with
interests, backgrounds.
It's really it's fun to watch,and the open call brought in a
lot of diverse backgrounds andtalents.
And one thing they're workingon is Hello Kitty's birthday.
Hello Kitty is going to be 50this year, so they're working on

(43:36):
a collab like that.
One thing that did slip intoMegan's presentation was a slide
about how PR really helped withthis, and I think it was
something like 11 billionimpressions.
It's a marketing conference,but I think PR needs to move
more to the front.
So let's see what AI said.

(43:58):
Nurturing creativity, embracingbold ideas, can transform a
brand from a familiar presenceto a global icon.
Successful innovation ofteninvolves redefining a brand's
purpose and fostering a culturethat celebrates imagination and
experimentation.
Collaborating with consumers,especially younger generations
like Gen Z and Gen Alpha, canprovide valuable insights and

(44:19):
spark fresh perspectives thatfuel creative breakthroughs.
So this has been a very, verylong podcast, probably the
longest one I've ever done.
We have two more sections to goand I would like to just say
again thank you to all thespeakers, thank you to AMA
Chicago.
I apologize, these are from mynotes If there are any

(44:41):
inconsistencies.
I think it's pretty accurate.
Also, kudos to Leslie Marshall,who was the emcee and did a
fantastic job, and to ChrisMcGuire, who did the CAHOOTS
sessions and gave away all kindsof money.
That was great, and also toBonnie Mesa, who is the
executive director for AMAChicago, for always being so

(45:04):
welcoming.
So let's move on to Ford'sBronco.
Boost Generative AI's marketingjourney goes from zero to 60.
And I got to say I got up closeand personal to a Bronco at the
Charlotte Auto Show, which isnothing like the Chicago Auto
Show Still fun Actually probablymore accessible because it's

(45:25):
not that big but it was fun andit was fun to pose with the
Bronco and just look at it.
What I didn't understand is theBronco has a lot of different
varieties.
I mean, I've seen around town,but we went to the Outer Banks
and there is a spot where youcan pull over, let the air out
of your tires to 20 pounds PSIand so then you can drive on the

(45:46):
beach.
So we were going to do it, butwe didn't have a tire gauge, so
we didn't do it.
But I did talk to these twowomen who had a new Bronco and
it was shiny and I love the topon it, and I said, wow, this is
so cool, I love your truck.
And they said, well, we boughtthis just so we could drive on
the beach at the Outer Banks Ithink it was an Outer Banks
model and we talked for about 15or 20 minutes but just the love

(46:09):
for this vehicle was I wantedto get one, it was just, and so
it's a very exciting brand andas marketers, there's lots of
customization and build forplates, brands and ads, and on
this panel we had Joe Gribbsby,who was the panel moderator, vml
, jen Swanstrom, who is USretail and shopper marketing

(46:31):
manager, ford Motor Company,chris Scuro, vp, director of
digital business at PlatformsFord at GTB, and David Chan,
digital strategist, ford at GTB.
So a lot of folks, a lot ofslides, and so let's dive right

(46:51):
in.
So they talked about photoshoots are customizable but not
scalable, and so if you did havea photo shoot of a Bronco at
the Outer Banks or in themountains.
You know that would beabsolutely wonderful, but there
are a lot of different varietiesin the model, a lot of
different colors, differentlevels or trim levels.
I should say it's not scalable.

(47:12):
So they could use stockphotography, which is scalable
and speedy, but it's notcustomizable.
So AI is very helpful and itcan help them generate up to
300,000 different ad variations.
It has a scale, speed,customization and cost, but
there is a learning curve.

(47:33):
They're having to train peopleinternally.
They have to figure out thelegalities.
Ford is protective of their IPand they want to make sure the
content is licensed to be usedin perpetuity.
So AI right now is treated as aplace to learn.
Results have been promising.
They've seen lots of boosts inmetrics.
One is a click-through rate,20% increase in time saving for

(47:55):
creative development.
And some of the things thatthey've learned AI can do well
and not so well is if you trainthe model consistently, that's
pretty good, but it can't alwaysspell correctly.
For example, try as they might,they could not get AI to spell
move M-O-V-E correctly.

(48:16):
So how do they socialize AIwithin the agencies?
They have to show theircreatives that it's not
something to be afraid ofthey're just getting people to
understand the how and the why.
And with regards to the fearthat AI is going to take jobs,

(48:36):
actually they're saying that AIis kind of like you're getting
your own Iron man suit.
So instead of losing your job,now you are powered up to do
things faster and better.
You're being able to showsomething visually in a
storyboard that gets the ideaacross fast and talent

(48:58):
deployment.
Junior colleagues are doingthings faster and better and
they're upscaling productivityacross the board.
It adds a different dimensionand helps everyone align, and
it's a tool and extension.
It gets rid of the mundanestuff of work.
I can't imagine how long itwould take to go out and do a
photo shoot with all thedifferent trim lines.

(49:19):
I mean, my head is spinning.
So they're looking at all theways they can use AI internally
and externally, and one of theareas that they can use it with
is the dealerships.
So the dealerships cancustomize the videos.
The script is narrated by AIand they've had tremendous
success in doing scripts forother languages, which has got

(49:40):
to be really exciting for thedealerships.
So not only are their clientsthe people who are the owners of
the Broncos, it's also the Forddealerships.
They have to really serveeverybody.
So they said it's easy to getlost and not know where to start
.
They've learned a lot throughthe process and in late 2023,

(50:02):
they started exploring digitalbackgrounds.
And when they needed to make atweak to a year-end offer effort
, they couldn't go shoot quicklyand customize and they had an
AI image already developed.
So they use that and thatworked out.
How are they going to use AI tosave money?
Well, they're going to look athow to really extend the assets

(50:28):
that they have and give it morelegs with flexibility and scale,
and don't consider it as athreat.
Consider it as an opportunityto open up.
They have a training regimeinside the company that trains
people on how to think and workwith AI, to be a better
copywriter, art director.
And someone asked how are youbalancing AI and the roadmap?

(50:49):
And they said it's a challenge.
You still need human eyesroadmap.
And they said it's a challenge.
You still need human eyes.
And we heard that over and over.
And how are you ensuring theauthentic experience to
customers?
And they said they have aconversation with their legal
team.
They're not trying to trick thecustomer, but I think you know

(51:12):
this is something that we see alot.
We've seen a lot of AI imagesfor a long time, and so we'll
see what they come up with, butI'm sure, with all the creative
people, they're going to do itexactly right.
So here's what the AI does hadto say the AI summary had to say

(51:33):
about this panel.
Generative AI can be a powerfultool for creating customized
visual assets, enhancingoperational efficiency in
marketing campaigns.
Ford saw a 20% increase inclick-through rates and a 15%
cost savings using AI forcreative development.
Implementing AI solutionsrequires a willingness to
experiment, learn fromchallenges and continuously

(51:56):
refine the approach.
Measuring and analyzing theimpact of AI and performance
metrics is crucial forunderstanding its true potential
and optimizing its usage.
So true, so that was a reallygreat panel and it was fun to
see all the visuals and made mereally want to get in a Bronco

(52:16):
and drive it around.
So closing out the day wasJennifer Wesley, who is the
managing director of talentstrategy and development at
Google, who talked aboutarchitecting your future.
So what a send off.
Jennifer talked about how shewas going to take a leave from
work, and it was called acareers leave, and she was

(52:39):
called the care leave, and shetyped in careers instead, and at
that moment, she realized thatcare is at the core of careers
and care is at the root ofeverything you do in your career
.
Love that, she said, is we arenot in an era of change.

(52:59):
We are in a change of eras.
We are not in an era of change.
We are in a change of eras.
That's so true.
So that requires a differentlook at who we are, and we all
went through covid and 2022,2020 and 2020,.
2022, things started gettingback to normal.
2023 we thought, oh, it's goingto be a new normal.

(53:23):
And then boom, generative AIdropped.
And this is the context of howwe are architecting our careers.
We've gone from playingCandyland to Chutes and Ladders,
so now we're really playingDungeons and Dragons, where
everyone has a character withstrengths and weaknesses, and no
one wins.
And she talked about 60% of allnew jobs will require skills

(53:49):
that only 20% of the workforcepossesses.
So we're moving through anincreasing, multi-directional,
flexible and expansive set ofever-evolving skills.
There's a lot going on, folks,and I think we knew that.
And I mean every time I talk tomarketers about trends, it's
like, oh yeah, it's excitingbecause things are always

(54:11):
changing, but it is a lot tokeep up with.
So what can you do?
And Jennifer talked aboutreflecting on your values and
purpose, ideation of multiplefutures and inventory your
knowledge, skills and mindsets.
So to reflect on your valuesand purpose, she recommended
getting a deck from Amazon with52 values.
You sort the cards into twopiles one pile that resonates

(54:34):
and one pile that does not andthen in two minutes you go from
26 to 13, in two minutes down tosix and in 36 seconds from six
to four.
So within about I don't knowwhat is it about five or six
minutes, you have your four corevalues.
She said values change and theyneed to be re-evaluated every

(54:55):
five years and you find out whatthe things are that really
matter to you and how does thattranslate to your career.
She talked a lot about growthand she said growth comes from
experiences, projects.
And she said you need to holdtight to your purpose and play
loose with tactics.
So hold tight to your purposeand play loose with tactics.

(55:16):
You have to be open and agileand when you look at multiple
futures, you can look at them ona spectrum from low risk to
high risk.
Careful, care, more andcarefree are the three different
ways she mentioned.
So care C-A-R-E dash, full care, c-a-r-e dash more and care
dash free from low risk to highrisk, and we should be allowed

(55:40):
to do whatever makes you feeltruly fulfilled.
One of the ways to figure outwhat your multiple futures might
be is to design and testexperiments around the options,
and she recommends doing a $5,five people, five day experiment
that's low risk, easy to set up, to learn and not to really
answer questions.

(56:00):
I mean not to really give youthe final answer, but to really
explore.
So what it might look like istalking to people who are doing
the thing you might do.
Take a class on the thing youmight do.
Talk to a mentor or coach, orspend a day shadowing.
Do talk to a mentor or coach orspend a day shadowing.
You can also ask people whoknow you best.
If it's a good fit, you can trythe thing in a low risk way and

(56:22):
you can write all your resultsup and send it to someone.
So I think this is a reallygood challenge.
It could be something like evenwithin marketing.
Let's say you want to move moreinto, let's say, ai.
You want to figure out moreabout what it would take to be
an AI expert.
Well, for $5, you could eitherspend the $5 or keep it, but you

(56:44):
can do some research and seewhat's happening.
You could talk to five peopleor follow five people on
LinkedIn and do that for fivedays, and so then you know, see,
does that really feel right?
Is that a fit?
And I think if you did this formultiple futures, if you pick,
like, your top three to five,the one that you really want to
follow would pop up.

(57:05):
So this is all designed to helpyou search inside of yourself.
And for four years, jennifer rana sales enablement team, and
now she is.
For four years, jennifer ran asales enablement team and now
she is, four years later, in HR.
She's the head of talent fortwo business units.
She said that you know, we'repretty good at where we are for

(57:25):
about four years, and then westart to get an itch and it's
time to think about doingsomething different.
And that used to be four years,but now it might only be one or
two with the way marketing ischanging.
So how do we create and testour possible selves?
We bring them to life by doingnew things, making new
connections and retelling ourstories, which is really

(57:46):
important.
You need to think about this Ifyou are shifting and you're in a
different career.
I know I used to do a lot ofwork in the medical field and I
did a lot of writing, you know,about heart functions, things
like that, and so people reallythought I was a medical writer
and I was for a while, but thatI'm not anymore, you know.
So you need to really updateyour story.

(58:06):
She gave this quote from JohnMaxwell change is inevitable,
growth is intentional.
From John Maxwell change isinevitable, growth is
intentional, and what you learnabout and care about are the
things that move you forward.
So she said, there's not a setof time.
You should be doing the samething, but if you start to feel

(58:29):
like you don't have the samespark that you used to, you
might need a revolution withinyour own career and yourself to
be much more agile and morefulfilled.
So let's see how AI summarizesthis session.
In an era of constant change,career development requires
ambidextry, agility and a keenunderstanding of one's values

(58:50):
and purpose.
60% of all new jobs in the 21stcentury will require skills
that only 20% of the workforcecurrently possesses.
Embracing a growth mindset andactively exploring possible
selves through experimentationand continuous learning can pave
the way for a fulfilling andmeaningful career journey.
Crafting an aspirational NorthStar can provide guidance and

(59:14):
direction as marketers navigatethe ever evolving professional
landscape.
Good summary, thank you I useClaude AI for this, and I would
just like to thank you all forlistening.
I can't believe it it's mylongest podcast ever.
But just to summarize, theBrandsmart 2024 conference in

(59:35):
Chicago, sponsored by AMAChicago, was a true celebration
of marketing's boundlesspotential.
As the industry continues toevolve at breakneck speed, the
insights and strategies sharedby these remarkable speakers
will undoubtedly shape the waywe approach brand experiences,
consumer connections andprofessional growth.
The challenge is to embrace thespirit of innovation, stay

(59:58):
curious and dare to challengeconventions.
The future of marketing trulybelongs to those who fearlessly
pave their own paths.
Well, thank you so much forstaying tuned.
This is Barbara Rosgoni, andwhat a wonderful, wonderful way
to look at the future marketingwith Brandsmart.
And thanks again to AMA Chicago.

(01:00:18):
I wish you all well and I lookforward to hearing what you
thought of the notes and stayingconnected.
Remember to subscribe andlisten wherever you like to get
your podcasts, and also onYouTube.
This podcast is brought to youby Cori West Media.
Thanks.