CMOs: 3 Ways Your Brand Can Become More Human and Deliver the Best Possible Experience

As a Chief Marketing Officer building an approachable brand creates more than just awareness, it can help determine your next move.

As a brand development partner, I am sharing two relevant articles as industry leaders speak from the heart in preparation for and during industry-leading events—Cannes Lion 2018 and Adobe Summit 2018. Both capture the importance of building an authentic, engaging customer experience.

“Marketers need to recognize that creativity and data work better together, elevate one another and create overall success when used hand-in-hand,” writes Raja Rajamannar, Chief Marketing & Communications Officer and President, of Mastercard in his Cannes, Creativity and Connecting with your Consumers post on

Rajamannar highlights the importance of listening, and how data helps us more accurately tune in to customer conversations and better manage our impact.


Customers go hand-in-hand with our future is but one takeaway from Giselle Abramovich’s article title Adobe CEO: People Buy Experiences, Not Products.

“Companies are competing for the hearts and minds of all customers and should aim to exceed their expectations during every point of the journey,” states Adobe’s CEO, Shantanu Narayen.

The investment to dive deeper into understanding your customer is well worth the time, and everyone within an organization has the power to activate customer engagement and be customer-obsessed.

From the articles, I have identified three action items to accelerate your brand becoming more human and delivering the best possible customer experience.

  1. Engage with customers
    Treat customers like cherished, valued friends who you are there to make their life easier, better, happier by just being in it.

  2. Listen to data
    Be dedicated to studying feedback; it opens your mind to creating better, stronger repeatable mutual rewards.

  3. Be an experience
    Deliver the exceptional that is desired over, and over, and over again.

Today is an exciting time to be a marketer. Tuning in and making minor adjustments can prove to make a big difference to your organization.

Engage, listen and be an experience.

Please share how you deliver customer-obsessed.

Alison Crawford (@alisoncrawford) has 20-plus years of experience in brand development.