On Scope is the official podcast of the ANA, an association serving the marketing needs of more than 50,000 brands that collectively invest more than $400 billion in marketing and advertising annually. The show is the most authoritative and thought-provoking podcast available on marketing. You’ll hear candid conversations with some of marketing’s smartest and most influential leaders, on topics that matter most to you.
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On Scope is the official podcast of the ANA, an association serving the marketing needs of more than 50,000 brands that collectively invest more than $400 billion in marketing and advertising annually. The show is the most authoritative and thought-provoking podcast available on marketing. You’ll hear candid conversations with some of marketing’s smartest and most influential leaders, on topics that matter most to you.
Tension Is a Brand's Best Friend with Katherine Melchior Ray
On Scope: The Marketing Podcast
45 minutes 5 seconds
1 month ago
Tension Is a Brand's Best Friend with Katherine Melchior Ray
While leading Louis Vuitton’s brand strategy in Japan, Katherine Melchior Ray developed what she calls the “brand fulcrum,” a strategic framework that transformed how the luxury giant navigated cultural tensions and embraced innovation without sacrificing its hold on tradition. Katherine, who has since authored the best-selling book Brand Global Adapt Local and is now the president of Globe Ally, joined the On Scope podcast to break down what the brand fulcrum is and how it can be applied to any brand’s marketing strategy. Along with host Mike Berberich, she outlined how tensions between innovation and tradition can be transformed from opposing forces into complementary strengths, the biggest mistakes she sees brands make when they begin to expand, the difference between knowing about a new trend on social and truly understanding it, and how the idea of the brand fulcrum can be operationalized from the C-suite down through the rest of the organization. On “This Week in ANA Magazine,” editor Matthew Schwartz joined the show to discuss a major shift in how consumers watch live sports, as they embrace CTV more and more. Matthew highlighted how marketers can leverage this new opportunity with bold, innovative creative approaches and a focus on next-level targeting. If your brand wants more than visibility and real connection, it’s time to partner with the ANA. ANA sponsorships aren’t about placing your logo on a banner. They’re about joining the conversations that move marketing forward. Share your ideas, build relationships that matter, and be seen where the industry actually happens. Learn more by visiting www.ana.net/sponsorship (http://www.ana.net/sponsorship). The On Scope team would love to hear from you! If you have a topic or guest idea, you can email them at onscope@ana.net (mailto:onscope@ana.net).
On Scope: The Marketing Podcast
On Scope is the official podcast of the ANA, an association serving the marketing needs of more than 50,000 brands that collectively invest more than $400 billion in marketing and advertising annually. The show is the most authoritative and thought-provoking podcast available on marketing. You’ll hear candid conversations with some of marketing’s smartest and most influential leaders, on topics that matter most to you.
