BROADCASTS.com

\u201cWhen you used to think about branding, you\u2019d be thinking about advertising. Now it\u2019s about building trust.\u201d This week on the On Brand podcast, I welcomed back Aimee Irwin from Experian Marketing Services. Since we last spoke way back in 2019, the world has been dealing with the impact of the COVID-19 global pandemic. As a result, consumer behavior has changed in ways marketers need to know about. Aimee breaks it down this week on the show. Enjoy!\nAbout Aimee Irwin\nAimee Irwin serves as VP of Strategy and Partnerships at Experian Marketing Services. Aimee is a skilled strategy and corporate development executive with deep experience in digital marketing and advertising and track record of success in developing and building profitable new digital and mobile businesses at both early-stage and public companies. Aimee led strategic partnerships and strategic initiatives for Nielsen\u2019s Marketing Cloud where she negotiated and managed strategic data and identity management partnerships supporting Nielsen\u2019s data targeting and marketing effectiveness businesses.\nAimee also served as SVP of Strategy and Partnerships at Verve Mobile, a leading location-based mobile advertising platform. At Verve, Aimee developed and led Verve\u2019s mobile application business and inventory partnerships with hundreds of media companies. Prior to Verve, Aimee was VP of Strategy and Corporate Development at AOL, where she was responsible for strategic planning, mergers and acquisitions, and strategic partnerships for AOL\u2019s advertising businesses. Previously, Aimee held executive positions at several successful internet and mobile companies including Lightningcast, an Internet video advertising company now part of AOL, Leap Wireless, a large U.S. wireless carrier and Backwire, an internet and mobile marketing company acquired by Leap. Aimee started her career in consulting with KPMG and Bain and Company. Aimee has a BS from Georgetown University and an MBA from Kellogg.\nEpisode Highlights\nHow can brands build trust for consumers impacted by COVID-19? \u201cThe consumer has to be at the heart of your strategy. There has to be an appropriate value exchange that happens there in terms of the data collected and consumer control.\u201d\nWhat are some examples of brands using smart data?\xa0Aimee joked that Amazon is a great example but isn\u2019t a great case study as they \u201ccollect lots of data from their customers through several interactions.\u201d She then went on to highlight some innovative things Nordstrom and DSW are doing.\nWhat\u2019s one thing marketers can do right now to move the needle? Once again, Aimee reminded us all to develop customer-focused strategies.\nWhat brand has made Aimee smile recently? She shared a story about how something as simple as a gift card in the mail from American Express made her day. The little things matter.\nTo learn more, go to Audiences @ Experian Marketing Services.\nAs We Wrap \u2026\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\nOn Brand is sponsored by my book\xa0Brand Now.\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\xa0Order now and get special digital extras.\xa0Learn more.\n\n\nSubscribe to the podcast\xa0\u2013 You can subscribe to the show via\xa0Apple Podcasts,\xa0Spotify,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\xa0\u2013 If you like what you\u2019re hearing, head over to\xa0Apple Podcasts\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\n\n\nOK. How do you rate and review a podcast?\xa0Need a quick tutorial on leaving a rating/review in iTunes?\xa0Check this out.\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices