Love requires honesty, understanding, and good communication. As Anne Candido points out, brand love does as well. On this week’s episode of the Happy Marketer Connection podcast, Anne, the co-founder of Forthright People, shares how to build brand love and why it is so vital for businesses to persevere and grow during challenging times.
Anne is an award-winning marketer. But she didn’t get there overnight. She saw a path she wanted to pursue, did her homework, and then found someone willing to take a chance on her. In this week’s episode she pays it forward, sharing the many lessons she has learned in how to build brands that matter with junior marketers.
The episode’s focus may be “Brand Love” but it’s a love of the marketing craft and of creating meaningful impact that listeners will walk away with.
Hear how to create connections with your consumers, turn your fans into brand evangelists, the three questions you need to be able to answer to have a brand, and what junior marketers and senior marketers can learn from each other.
- [0:15] Sue Frech, Happy Marketer Connection, Vesta
- [0:41] Anne Candido, Co-Founder of Forthright People
- Sue Frech interviewing Anne Candido on BRAND LOVE
- [1:25] Brand Love
- [1:55] YETI, Patagonia, lululemon
- [2:18] How did Anne go from studying Mechanical Engineering to working at P&G (Procter & Gamble)?
- [2:44] University of Dayton
- [2:51] Product Development
- [4:11] Influencer Marketing
- [5:29] What is Brand Love?
- [5:54] Nike
- [7:21] COVID-19
- [7:23] Nike Training Camps
- [7:38] How do you build Brand Love as a startup brand?
- [8:05] The Super-Highway of Relevancy by Anne Candido
- [9:16] What are the 3 questions every brand must answer?
- [10:39] Black Lives Matter
- [10:49] How do brands shift their messaging during times of crisis?
- [12:14] Brand Evangelists, Brand Ambassadors
- [14:01] Halo Effect
- [14:35] How do young marketers navigate the marketing landscape?
- [19:14] How should junior marketers make decisions without expertise?
- [21:12] P&L (Profit & Loss Statement)
- [22:22] Digital Marketing
- [22:29] TikTok
- [25:13] How did Anne start Forthright People?
- [27:08] Small and Medium-sized Businesses (SMBs)
- [27:42] Branding
- [28:05] Agency-Side
- [28:42] Retainer
- [29:52] What positive story does Anne have to end with?
- [30:18] London 2012 Summer Olympics, #ThankYouMom
- [31:47] What final thoughts does Anne have to share?
- [32:42] 80-20 Rule
- [33:43] Side Hustle
- [35:36] Mentor
- [35:52] Connect with Anne at Forthright-People.com and on LinkedIn
- [36:05] Thank you for listening! Subscribe to Happy Marketing Connection on Apple Podcasts, Spotify, Google Podcasts, and more
- [36:23] Connect with Sue on LinkedIn or Twitter at @SueFrech, and Vesta-Go.com
- Theme Song: Hello (Extended Version) – Paul Werner – provided by Jamendo
Anne Candido, Co-Founder, Forthright People
Anne grew up at P&G over the span of 20 years, spending her first decade in R&D and Product Development and her second in Brand Marketing and Communications. Through this, Anne learned the imperative role brand building plays to cultivate successful individuals and businesses. Today, she brings this expertise to Forthright People and guides brands to reach their brand-love potential.
Host: Sue Frech, Founder and CEO, Vesta
Sue has spent her career redefining digital marketing in brand and retail marketing, Martech, and advertising, at brands such as Kraft and Glaxo-SmithKline. She is committed to creating fellow Happy Marketers through Vesta’s all-in-one online community building software, transforming the relationships between brands and consumers with Community Powered Marketing.