Channel Mastery - Ep. 102: Kristin Carpenter, Founder & CEO of Verde Brand Communication

“Today, consumers are identifying with the brands they buy and use daily to self identify, to join communities. We have an absolute ton of choice as consumers and we get to vote with our dollars because we know that companies are a better bet for us to create change.”
- Kristin Carpenter

episode preview

The marketing director in both legacy and direct-first brands do not have an easy path today. They literally hold the keys to the end-consumer relationship, and are charged to manage and ‘catch’ all things marketing. It can be tough to know the metrics to report to executive colleagues as the targets and goals keep changing. And setting a budget is probably the most challenging - especially for legacy brand leaders - as it’s nearly impossible to know what’s going to be needed in three months, let alone 12. Interestingly, the challenges faced by this incredibly important - I would even go as far to say ‘lynchpin’ team member - in a consumer-first business are largely unknown by his or her executive colleagues.

This episode is intended to change that. In this show, you’ll learn about the challenges and how to actually use them as a leadership team to get closer to your target end consumer on the channels of their preference. You’ll also learn that the plight of the legacy and direct-first brand managers are actually far more similar than you’d think. And in true Channel Mastery form, you’ll be the first to learn more about a new resource being offered to specialty brands by Channel Mastery.

featuring

Kristin Carpenter

Kristin Carpenter founded Verde Brand Communications after a decade-long journalism career, working on staff for major consumer lifestyle magazines, business and trade titles. Now 19 years later, she continues to serve as Verde's CEO and directs strategy for the agency. On the weekly Channel Mastery podcast, she delivers insights, strategies and solutions in every episode tailored for specialty business and brand leaders navigating the continual transformation of multi-channel business.

select quotes

“The role of the marketing leader within a specialty brand is one of the most important today. They own the relationship with the end consumer, and as we all continue to be as consumer-focused as we possibly can be in our multi-channel approaches to both sales and marketing, this role is really, really important, if not critical to the successful evolution of your company.”
“The changes we're seeing in our businesses are being driven by an underlying cultural shift within the end consumer and it is palpable right now.”
“Today, consumers are identifying with the brands they buy and use daily to self identify, to join communities. We have an absolute ton of choice as consumers and we get to vote with our dollars because we know that companies are a better bet for us to create change.”
“As the marketing leader within your brand, you own the relationship with the end consumer… are on the front lines of the most important battle your brand faces, winning the hearts, minds and attention spans of today's ever evolving consumer.”