10 Terrific Quotes from BI @ CES Day 1

All Vegas hyperbole aside, the opening day of Brand Innovators @ CES 2020 was nothing short of sensational. We heard from an esports visionary building an empire from scratch. We heard from a toy manufacturer taking risks–and winning–in an effort to keep up with the times. We heard from a legacy insurance brand transforming for the digital age. We heard from a bold cola company that hijacked the hometown of its rival on Super Bowl weekend.

All Vegas hyperbole aside, the opening day of Brand Innovators @ CES 2020 was nothing short of sensational. We heard from an esports visionary building an empire from scratch. We heard from a toy manufacturer taking risks–and winning–in an effort to keep up with the times. We heard from a legacy insurance brand transforming for the digital age. We heard from a bold cola company that hijacked the hometown of its rival on Super Bowl weekend.

We heard so much more, with wisdom and vignettes from the brand marketing trenches. Here are a few choice quotes while the moment is still fresh…


Lockie Andrews, Chief Digital Officer, UNTUCKit on listening to the customer: “We are building a movement. Men told us they wanted to appear casual but polished. To get it right, our founders literally answered customer calls.”

Joshua Ford, Head of Global Business Development, Candid on the benefits of D2C: “The great thing about a direct-to-consumer business is that you are in control. You get to own your decisions, for better or worse.”


Brian Solis, digital analyst, author and keynote speaker
on the real potential of AI: “Ultimately AI can help brands become a lot more human.”

Daniel Cherry III, CMO, Activision Blizzard eSports (above right) on laying down a marker: “We operate under a philosophy of radical inclusivity. A lot of esports fans have never found their place in football, baseball or basketball. Some of them have felt unwelcome in traditional sports so we go out of our way to be welcoming.”


Todd Kaplan, VP Marketing-Pepsi, PepsiCo on balancing data with humanity: “Listen to the data but don’t let the data drive you. Instead of what the English say–’mind the gap’–I say ‘mind the head-heart gap.’”


Chris Chesebro, SVP Digital Transformation, Professional Beauty, Coty with a hot take on GDPR: “It’s actually a huge opportunity to look at what information you’re collecting and what you intend to do with it.”


Jasmine Kim, CMO, Sutter Health on changing customer demands in health care: “The top question for patients is no longer whether your doctor is Harvard-trained. Instead it’s ‘Are you in a convenient location and do you have an app?’ Younger consumers are bypassing traditional health systems because they are so fraught with frictions. Big companies are noticing this.”


Jenna Lebel, Chief Marketing Officer, Liberty Mutual on in-sourcing: “We in-sourced a lot on both the media and creative sides in the past few years. We cut our costs by about half vs. using external agency partners. But we will never in-source everything. There’s too much value in getting that outside perspective.”


Doug Zarkin, Chief Marketing Officer, Pearle Vision (above right) on what customers are thinking: “You don’t need a lot of data–you need a lot of insights. You need to understand how people make emotional decisions before they make rational choices.”


Nathan Baynard, Sr. Director, Global Brand Marketing, Mattel on how his brand modernized Barbie: “We took a risk when we were down. I just hope we don’t wait until we’re down again to take our next risk.”

Already looking forward to Day 2.

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