How 5 Top Marketers Make The Hard Decisions

So far on season two, we’ve heard from marketing experts in the tech, beauty, creator and CPG categories. While these industries are vastly different in terms of content matter, there are lessons to be learned that can be applied by any marketer. In this issue of the Monthly Download, we explore how brands and consumers make decisions and how to truly market with purpose.

1. Be decisive in the midst of chaos.

Andy Pearson, VP of Creative at Liquid Death Mountain Water

Andy Pearson thinks of the Liquid Death brand as more of a character than a brand, which he says helps him and his team make quick, thoughtful decisions. His team doesn’t waste time going back and forth when it’s time to make a choice. Every move they make starts with the question, “How would Liquid Death - the character - show up?” This way of thinking is what’s driven Liquid Death to execute bold tactics like selling mutilated plush toys, infusing Tony Hawk’s blood into skateboards or creating a VHS workout tape instructed by Bert Kreischer (with a matching swimsuit).

2. Understand how consumers make decisions.

Shira Feuer, CMO of Trinny London

When asked how she finds a balance between soul & science in her marketing strategy, Shira Feuer refers to how the human brain makes decisions. In her eyes, the consumer’s mind consists of the soul or the left-side of the brain and the science refers to the right-side of the brain. She explains that consumers are looking for solutions to problems. This almost always begins with an emotional response or desire. We then use the logical side of our brain to evaluate options and ultimately make a choice.

3. Have opinions, but back them up with data.

Everette Taylor, CEO of Kickstarter

As Everette Taylor learned in his first marketing job, you don’t always know what you think you know. When you tackle any new journey, you should approach it with an open mind and willingness to learn. Knowledge will come with experience. It’s important to hold a point of view to guide your strategy, but when you say something, you better be able to back it up.

4. If you're not succeeding, you're learning.

David Lester, Co-Founder & President of Olipop

Here’s a little reassurance for you. Every experience is a lesson. Sometimes, you’ll knock it out of the park- and maybe you’ll make it look easy. With those peaks there will always be valleys, but you shouldn’t let you get down. Find opportunities for growth in these moments, turning them into a win. After David and his partner Ben started and ultimately ended their first probiotic soda brand, they left the experience with knowledge and expertise that they used to turn Olipop into a huge hit.

5. Don't "Purpose-Hop".

Katie Welch, CMO of Rare Beauty

It’s easy to say and hard to execute. As a brand, it’s easy to think you know what you stand for. But when times get tough and cultural issues are brought to the surface, it can be tempting to hop on a bandwagon. Katie Welch explained that it’s possible to make meaningful contributions to the problems in the world, while maintaining focus on one or two particular pillars of purpose. For Rare Beauty, their purpose is to tackle mental health issues among women of all ages, and sticking to that core purpose has been a key lever in their success.

Listen to Soul & Science wherever you stream podcasts.