Room For Growth, Episode 5

Room For Growth

Episode 5  |  August 3, 2022  (50 min)

Transactional vs. Emotional Brand Experiences feat. Hanesbrands’ Alvin Chow

Apple Podcasts
Google Podcasts
Episode Description

How can a company drive growth and become a differentiator through brand positioning? Exceptional branding has the power to impact top-line KPIs,  increasing revenue and customer engagement across both traditional and digital media.

This week we spoke to Alvin Chow, VP of Global Brand Marketing at Hanesbrands Inc., about all things brand. Before his current role, Alvin worked for powerhouse brands such as Coke, Nike, and McDonald’s. Fun fact: you can thank him for the existence of indulgences like the McFlurry and McGriddle.

To Alvin, an exceptional brand creates a rockstar proposition, consistent global experience, and an emotional connection with consumers. Billie and Alvin discuss how brands can shift from transactional to emotional relationships, as well as the challenges of balancing acquisition and retention efforts and measuring awareness-level KPIs through traditional media.

Additional Resources

Topics Discussed
  • The importance of having a CDP, CRM, and PIM for seamless integration
  • What makes an exceptional brand? What makes a cult brand?
  • Tracking attribution and striking a balance between digital and traditional media
  • Nurturing talent and helping marketing teams get where they want to go
Billie Loewen
Billy Fischer
Show Description

Join WillowTree experts Billie Loewen and Billy Fischer for a deep dive into growth marketing. In each episode, Billie and Billy will discuss the latest news and topics in lifecycle marketing, chatting with a wide array of guests including WillowTree colleagues, client-partners, and industry thought leaders. Let's grow!

Want to get in touch?

Is there a topic you're dying for us to cover? Or do you have a guest nomination? If so, shoot us an email.
This website uses tracking technologies to analyze site usage and enhance the experience of the website. In addition, if you click “accept” we may also use tracking technologies that are controlled by third parties who are not our service providers. [i.e., Beeswax; Liveramp; Google Analytics]