5 KEY TAKEAWAYSFROM THE

The following five key insights from conference speakers focus on disruption and what that really means for brands.

At the 2015 ANA Masters of Marketing Conference, speakers gave the same refrain: disruption, disruption, disruption. If brands are

to truly excel, they must evolve beyond their competitors in a way that leaves the market reeling to catch up. As Bradley Jakeman, president of

the global beverage group at Pepsico, said on stage, one must adopt “a philosophy of continuous disruption.”

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“[Disruption is] not about out-spending everyone else, it’s about out-creating

everybody else. Be creative.” — Jeff Charney, chief marketing officer at Progressive Casualty Insurance Co.

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1. Money can only get you so far. Without the ideas and creative vision to grow and evolve the brand, you won’t thrive as a company.

“Think like an entrepreneur — disrupt yourself before you’re disrupted.”

— Bradley Jakeman, president of the global beverages group at PepsiCo., Inc.

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2. Time is of the essence. Even at large corporations, both creative and critical thinking are necessary in order to push the boundaries of

the status quo and find new ways to grow, improve, and avoid falling behind the competition.

“Have the courage to make choices. Don’t be afraid to upset some people.”

— Robert Lynch, brand president and chief marketing officer at Arby’s Restaurant Group, Inc.

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3. You can’t let the fear of what might happen prevent you from taking action and making a change. While there’s uncertainty in going in a new direction,

the consequences of complacency greatly outweigh the risks.

“Focus on the consumer.” — Tony Ambroza, senior vice president of marketing at Carhartt, Inc.

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4. It may seem obvious, but many brands seem to lose sight of what the customer needs or wants. Listen to what they have to say, get their feedback, and act on it. Meaningful disruption comes from a customer-centric mentality.

“Ask why anyone will care.” — Melisa Goldie, chief marketing officer

at Calvin Klein, Inc.

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5. Disrupting for the sake of disrupting won’t do any good. You need to make meaningful change that grabs attention and brings some value

to the consumer. Let consumer behavior inform what you’re doing.

“You have to participate.”— Kira Wampler, chief marketing officer

at Lyft, sharing advice from her dad

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BO NUS S L ID E !

Sitting on the sideline while others redefine the market is a mortal sin. Dig in and create something for your brand that affects people in a meaningful way. Stagnancy makes you irrelevant, and in a customer-centric model, that equals death for a brand. Strive to make a change, and once you have, keep going.

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All content for this slideshare has been aggregated from presentations at the 2015 ANA Masters of Marketing Conference.

Want to dig deeper? Check out these ANA Marketing Knowledge Center Masters recaps:

Airbnb: Behind the Rise of a Super Brand

Designing for Disruption at PepsiCo

Mondelez on Organizing for Growth

Fake Fight: Millennials vs. Boomers

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