Do marketers need to love their brands?
At ADMA Forum in Sydney last month, McDonald’s Canada’s CMO and SVP of marketing Joel Yashinsky (pictured right) announced he “loves McDonald’s and always has”. He said: “You are looking at someone who truly loves the brand.” He said he eats there five times a week and takes his kids there once a week. Is it necessary for a marketer to truly love the brand they represent?
Joel Yashinksy, CMO and SVP of marketing, McDonald’s Canada: YES
My answer is a resounding yes! More importantly, why work for a brand you don’t love? That doesn’t make sense to me.
If you love the brand you market for, I believe your passion and commitment creates a deeper bond and stronger connection that will be reflected in your work.
Prior to joining McDonald’s I took a cut in pay to go work for Southwest Airlines. They were a company I admired and respected prior to joining and, like McDonald’s, my affinity only grew deeper over my time there.
I believe that truly loving the brand you work for leads to better work, and just as importantly, inspires you with work you look forward to doing day in, day out. I look forward to coming to work every day.
The only word of caution is that you have to be self-aware of your brand. Like oneself, no company or brand is perfect. I believe it’s essential to know your brand’s strengths and weaknesses and not get caught up ‘drinking the Kool-Aid’. That way, you can stand loud and proud in sharing the love for your brand as I do. That and my love for ‘eating the Big Mac’!
Karen Ganschow, general manager of customer relationship marketing, Westpac: YES
If the marketer is not passionate about the brand on their watch, how can they expect anyone else to care – staff, let alone customers?
It is critical the marketer is a brand advocate and champions the values and brand promise. If there is not a true emotional connection to the brand, this will become apparent very quickly.
I think few marketers can act their way through a lack of love for the brand they represent and the lack of authenticity will make everything that follows seem shallow.
Of course the first people that have to be convinced are the front line staff – they need to feel like they are part of something and want to believe in the promise the brand represents. If they don’t feel passionate belief from the brand marketing team, then why should the folk interacting with your customers care or feel any passion themselves for the brand? If the staff are convinced and believe in the brand then they will get customers to care.
Steve Jobs summed it up best: “The only way to do great work is to love what you do. Don’t settle.”
Jaid Hulsbosch, director, Huslbosch: YES
I don’t know if it’s absolutely necessary to “love” the brand you’re representing, but it’s a massive plus if you do.
Certainly having respect for what it stands for, believing in the product or service offering, and having a deep understanding of the market it operates in, all helps.
There’s truth in fighting for something that you love and of course this very sentiment can be applied to your day job. Having passion for your brand is self-motivating and inspiring for others.
Passion must come with knowledge and vision and be communicated and shared both within your organisation and to your consumers. This magic combination translates to profits.
Those who love the brand they represent actually crave it. It releases positive emotions. It becomes a personal favourite and a lifestyle choice, especially relevant to consumer brands as Joel Yashinsky’s love of McDonald’s has proven. Just don’t tell the wife you’re feeding the kids Maccas three times a week.
Our relationship with brands usually begins with ‘indifference’, evolving to a ‘like’ status. The same rules apply at work.
If you can’t quite ‘love’ the brand that you represent, perhaps it’s time to update that CV and submit it to the brand that you do love.
Ashley Farr, CEO, McCann Australia: YES
Absolutely! Where there’s passion, there’s persistence and this leads to a commitment to making a difference.
You don’t always have to purchase your product – if you work at BMW, not everyone can afford to drive one, but everyone in the marketing team
and the ad agency needs to buy into the values of the organisation.
Agencies are at their best when fully committed. Many famous agencies have bought stock in the companies of clients they are committed to.
On a smaller scale, I’ve done that myself throughout my career. Even my passion for collecting Adidas sneakers was fuelled by working on the Adidas business.
I don’t buy own-label products, I buy my clients’ brands and avoid their competitors.
Joel Yashinsky’s love for his brand and its products led to an innovative and engaging campaign such as ‘Our Food, Your Questions’ – a program of transparency to demystify some perceptions around the McDonald’s brand. Now, that is a commitment to Truth Well Told. It takes passion and dedication to a brand to achieve that.
You can always tell when people don’t buy into their own brand or company.
Let’s be honest – if every single employee in your organisation was a passionate advocate of your brand and business, it would have a significant impact on the bottom line.
You don’t need to have a swoosh or Apple tattoo, eat McDonald’s five times a week or wear Vintage Coca-Cola T-shirts like Jonathan Mildenhall did at a recent dinner we attended – but if you’re not passionate about your brand, how can you ask others to be?
This article first appeared in the September issue of B&T magazine, out now.
Please login with linkedin to comment
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.