On this episode of the Rethink Marketing Podcast, Colin Jeffries and Paul Frodge sit down with a man who has worn the top hats at a variety of marketing agencies. Ian Baer shares his insights on finding the right balance between data and emotional relatability. He recounts the evolution of the advertising industry and the role of data and technology in the decreasing effectiveness of marketing spend. If emotional connection is foundational, how do marketing leaders leverage it to build brand loyalty? They also discuss the rise of impulse buying and the need for brands to anticipate and meet customer needs before the moment of impulse. Ian shares examples of brands that have successfully created emotional connections with their customers, such as Hilton, Lululemon, and T-Mobile. What’s next for emotional connectivity to brands as AI continues to evolve?

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