Function of Beauty - A MARKETING CONVERSATION with Lorna Sommerville

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In this episode, Josh talks with Lorna Sommerville about why marketing needs to build a brand and drive measurable sales, the importance of customer feedback, and why being authentic in a bubble isn’t as important as listening to what your customers need from you.

BRANDING AND SELLING SHOULDN’T BE SEPARATE PROBLEMS

There’s a prevalent idea in the marketing world that you spend some money on building your brand, and some on driving immediate sales. The second cost is measured and tracked and optimized zealously, the first is seen as a bit more amorphous. 

But some marketers, like Lorna Sommervile, believe in a more holistic view: everything you do should drive measurable sales. And nothing you do should detract from your brand. If a piece of advertising won’t do both, you don’t need it.