“It’s really about making sure that you’re connecting those insights and using them,” said Nataly Kelly, CMO at Zappi.
“You need to learn continually from the consumer because the consumer is always changing, so you need to stay apace with that and learn over time,” she added.
By leveraging data-driven cultural compasses months in advance, brands can enter the Big Game weekend with confidence, knowing the heavy lifting is already done.
“I love hearing you both talk about building systems over sizzle. I think that’s what it’s all about,” Kelly concluded. “It shows the importance of having that data, leveraging it over time, and thinking multiyear about building a brand over time, not just a moment.”
