“But all things being equal, if we're the same price as one of our competitors, we need tiebreakers. Trust is a tiebreaker.”

“It’s important to entertain and excite people. That’s what the team and I want to achieve in terms of marketing communications. You don't need a Mercedes; you want a Mercedes!”

“Focusing on earned media opportunities, identifying where there is underpriced attention, and how to hack it brings some risk, but the rewards can be transformational for your brand.”

“Brands need to find a newer version of disruption for an audience that is audio-based but not necessarily music based. You can license all the Led Zeppelin songs you want, but 90 percent of our audience hasn't even heard of them or their songs.”

“… one of the hardest things in dealings between CMOs and CFOs is that CFOs want you to go after the largest possible market, but great marketers know it's not possible to be liked by everyone. We have to make sure we know who we matter to.”

“Marketers are highly creative and resourceful but must be evaluated within the parameters of what they can actually do and how they measure their success which is a challenge. Part of the scary reality we're all dealing with right now is the need to demonstrate ROI in a way that doesn't actually exist.”

“short-term impulses create some quick cultural equity, but if you don't have the foundational elements to prop up the brand, it will disappear quickly.”

“We need a mindset shift and an understanding that you can do culturally relevant stuff that influences your brand and product without having to borrow from others to get that.”

“I always say to focus on your consumer and ask why they should care. The question is simple enough, but getting a clear answer is often very difficult.”

“Brands are like people; they're known for their personality and their values, and this takes time to build.”

“Conventional wisdom produces conventional results. To stay relevant and to maintain their competitive edge, brands must get out of their comfort zone and explore, experiment, take risks and embrace non-traditional approaches.”

“In audio, you can easily, vividly describe an elephant dancing on the rooftop, adorned with silk ribbons and emitting a variety of colorful light bursts. All you're doing is leveraging the power of words and voice to feed the imagination.”

“When you think about what sound should do and how it may evolve in the years to come, it’s not only about defining a sonic identity and the audible DNA of what those brands stand for, it's also about immersing people in a true sonic experience.”

“But it’s a marathon, not a sprint. If you think about those brands that have done it well, they've done it consistently over time, but they’ve also evolved with the times.”

“They expect their content now to be authentic rather than curated because they see that curated content is fake. They expect their environments to be fluid rather than fixed.”

“No matter the category or brand you work on, there is so much you can learn and so much potential to be found.”

“It gets back to what I mentioned before, which is that sonic can't be a side hustle. It has to be a core part of the DNA of the Brand.”

“It doesn’t matter if the future is the Metaverse or Google Voice; what matters is that we remain true to who we are.”

“You should do a quiz and ask all of us CMOs how many sonic touchpoints there are for our brands. I bet no one would say the same thing.”

“I’m definitely a marketer who leans towards the art side of it, and I'm very interested in loyalty versus likability, but how do you really measure loyalty today? It’s an emotional construct.”