This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!
This week, we're diving into classic brand marketing with Chelsea Sumrow, CMO of First American Title and Insurance. Chelsea shares insights on modernizing a 135-year-old brand while preserving its rich history.
—Elena
When consumers expect innovation, their preference for older brands declines.
That’s according to an article in the Journal of Marketing Research titled ‘The “Achilles Heel” of Established Brands’ which reviewed sales data from Amazon and seven experimental studies.
How to modernize a classic brand.
Established brands face their own unique set of marketing challenges—like keeping up with a quickly-changing marketing world. Chelsea Sumrow recommends marketers in this situation combine traditional brand management with a test-and-learn approach. Here’s how to get started...
“Leading with Questions”
This book by Michael Marquardt provides leaders with a framework for asking effective questions to unlock their team's potential.
The power of ‘Why?’
“The power of questions, the power of being a leader who creates a questioning culture, means you start with ‘why’ and you keep asking ‘why’ until you understand."
— Chelsea Sumrow, CMO of First American