Ahead of the marcus evans Brand Design & Innovation Summit 2022, read here an interview with Alessandra Montrasio on how to achieve a consistent and effective brand strategy.

1. this, but I am starting to be a bit
cautious. If you have a household
detergent brand, do people really want
to know your view on a high-profile
celebrity trial? I am not so sure.
In my previous role, I led the creation of
a Facebook post commenting a societal
hot topic that went viral in Italy and I
considered it an achievement for a long
time... but now that I think about it, I
am not sure if it was necessary.
This trend will continue, but I believe
that as a brand, sometimes we need to
go back to the basics.
Interview with: Alessandra Montra-
sio, Global Brand Director, Nestlé
“Many marketers, packaging and visual
identity professionals are often lured
into trying out the latest trends, but
they should always assess if they align
with the essence of their brand. There is
nothing wrong with choosing not to
follow a new trend that does not make
sense for their strategy, target audience
or identity as a brand,” says Alessandra
Montrasio, Global Brand Director,
Nestlé.
Montrasio is a speaker at the marcus
evans Brand Design & Innovation
Summit.
Why are marketeers often tempted
to try the latest trends?
FOMO! They could have a fear of
missing out. When they see their peers
doing something new, they might want
to join the flock and experiment as well.
For others, it could be their ego; they
want their work to stand out, so they
try the latest hype, to get noticed.
However, the newest social media
channel might not be the right one for
their brand.
Why should they resist the lure of
real-time marketing?
As marketers, we should treat our
brands more like an entrepreneur
would. The marketing budget is clearly
not our personal money, so some
marketers in large organisations do not
feel a pressure to be ultra-efficient, but
they should. Especially when there is
potentially a crisis looming around us.
For me, it is very important that the
time, money and budget we have is
treated with the utmost respect.
How should they make the decision
to follow or not follow a new trend?
What if their competitor is on the
new platform?
We should always go back to the
essence of our brand, the DNA of the
brands we work for. We are here to
serve our brands and business. Even if
something is working for our competi-
tors, it might not necessarily work for
us. Is it in line with the essence of our
brand? Does it make sense for us to do
what our competitor is doing? Some-
times we should follow their steps;
there is nothing wrong in doing that.
But we should assess new trends, treat
them as new opportunities and try them
out, as long as we stay true to the task
that we are on.
We should not feel bad if we consciously
decide the new trend is not right for us.
Is it always possible to know from
the beginning if it will not work for
your brand?
If you have a detergent brand, and your
target is men and women aged over 50,
empty nesters living on the outskirts of
town, and the main driver for purchase
is price, does it make sense to be on
TikTok? Perhaps not.
If your target market is not using that
social media channel, there may be no
point in your brand being there.
What is hot in the marketing world
today? What new opportunities do
you see?
TikTok is a huge rising opportunity, and
many brands are experimenting with it.
There is also a surge in real-time
marketing, brands being present in
conversations. It started with the Oreo
tweet during the Super Bowl blackout
nine years ago. The tweet got a lot of
attention, and it was the first time that
a brand executed it so effectively. Since
then, all marketers are always on the
lookout for such opportunities to go
viral, to comment on something hap-
pening in the news and become a
twitter trend. Many brands are doing
We are
here to
serve our
brands and
business
Resisting the Lure of Trying
Every New Marketing Trend

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