Google on finding a brand readiness roadmap – WWD

“Change,” Brian McDevitt, executive director of family and personal care at Google, told the audience at the WWD Beauty CEO Summit, is the only constant.

Because the GoogleChange has been a key component of the organization since its inception, said McDevitt, noting that the company is always changing, always evolving because it was built to do so.

During the pandemic, nearly all businesses are facing digital transformation – which McDevitt points out can be exhausting for businesses currently in a state of constant transformation.

“My provocation to all of you is that if we had to transform all the time, we would burn out,” McDevitt said. “Is there a better way? Is there a way we can think of change as an ‘always on’ muscle, as something that we weave and sew into the fabric of our organization into a way?” do we use Technology that allows us to capture what’s coming? “

Google has two core values, he said, that it uses to help inform discussion. The first is user-focused, or obsessed with consumer insights. The second is to bet on technical insights and ask what transformative changes in Technology can bring tremendous growth. Google calls this approach the “ready route”.

McDevitt says the road to readiness isn’t supposed to be a long journey or a major overhaul and won’t be the same for every company. Instead, the process relies on breaking down silos, making shorter plans more agile, and bringing together talent from across an organization. Furthermore, the Google readiness roadmap can be a step-by-step process that can be approached from multiple reference points.

“There are two ways to think about it,” says Devitt. “From the outside in, from a consumer point of view and inside – what’s happening in your business. In building your brand readiness roadmap, it’s important that you name resistance with beauty. We have an active consumer and they are changing. They care about composition, they are influenced by many different types of voices, and they are changing at a rate that is quite difficult to keep up. And there’s a lot of cellar that prevents brands from acting at the consumer’s pace.”

From a consumer perspective, brands need to establish a path to the hearts of consumers. Brands today need to stand for something. Consumers are watching, and especially in the last two years, they are more empowered to shop from brands or companies that represent the values ​​they want to see and represent. A significant example of this can be seen in the rise to a record high for Google searches with the “for black” modifier in 2020.

A brand also needs to have a roadmap to the consumer’s point of view, a path to trust, and a roadmap to drive purchase. “The pandemic has ended two main themes,” McDevitt said. “Where and how consumers buy. At Google, we see it across multiple platforms, and the reality is that the consumer purchase journey is more omnichannel than ever before.”

Meanwhile, from a business perspective, “it’s important to focus on areas like customer-centric marketing, results and agility, and data and insights.” to build sustainable impact and value.” The key ingredients in this are transparency, predictability, and breaking silos.

Simply put, McDevitt said, “This is not a huge transformation. This journey will be deeply customized based on your company’s needs, on what makes the most sense for your business. This is a mindset shift.” Google on finding a brand readiness roadmap – WWD


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