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Since joining eos in 2018, Soyoung Kang has watched the brand go from challenger to outright market leader. This was accomplished through a blend of bold creativity, unwavering commitment to inclusion, and deep engagement with the eos community.
Kang, who was recently promoted from CMO to president of eos, joined On Scope to share the secrets behind the brand’s meteoric rise. Along with host Mike Berberich, she covered why eos won’t be changing its approach to marketing, despite its new position atop the market; how she has built a culture and corporate structure that allows for marketing activations to rapidly go from ideation to execution; how she was able to convince the C-suite to go all in on taking marketing risks; and the ways in which the brand has been able to successfully partner with creators of all sizes to build a robust and deeply engaged community, while also using social media as an insights engine for marketing.
On “Marketing News You Might Have Missed,” Mike and show producer Ryan Dinger share their takes on a new co-marketing partnership between Netflix and AB InBev, speculating about some of the activations that might come from the newly minted relationship and reminiscing about some of their favorite co-marketing efforts from the past.
If you’d like to make like Soyoung Kang and build a brand that authentically engages consumers and drives more powerful business results, then you need to check out the tools and resources available through the ANA’s Brand Practice. Smarter brand marketing starts by visiting www.ana.net/brand.
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.
