Marketing wisdom from the top

A roundup of our favorite takes from brand leaders                                                     ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏  ‍͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ [ Image ] PERSPECTIVES & INSIGHTS | JUNE 2024 Marketing wisdom we’re head-nodding to [Marketing wisdom from across the globe. A finder arrow hovers over a browser window featuring a bullhorn. A star, light bulb, and line graph appear to the left, and a dialogue bubble and heart to the right.] [ Marketing wisdom from across the globe. A finder arrow hovers over a browser window featuring a bullhorn. A star, light bulb, and line graph appear to the left, and a dialogue bubble and heart to the right. ] We’re lucky to hear from marketing leaders all over the world, at a variety of brands, who share their insights with us. Here we’ve rounded up a few favorite bits of wisdom we’ve heard recently. Whether you need a dose of inspiration or a quick reframe to rally your team, we hope these help. And with the industry gathering next week for the Cannes Lions International Festival of Creativity, there’s no better time to think about big-picture principles, mantras, and creativity. [Creative risk-taking. In what resembles a drawn-up sports play, an arrow zigzags to avoid a transparent circle, squares, and an “X” before heading upward, where it moves into a green box.]() [ Creative risk-taking. In what resembles a drawn-up sports play, an arrow zigzags to avoid a transparent circle, squares, and an “X” before heading upward, where it moves into a green box. ] [[ [The need to take creative risks]() David Mogensen, VP of Marketing, Uber “Playing it safe isn’t really a strategy for creative. … Every once in a while, you will have a screwup. But I’d rather have one of those a year … than everything at a just-playing-it-safe level.” [Digital transformation: marketing strategy in the changing digital landscape of AI. A large check mark hovers over an AI settings gear.]() [ Digital transformation: marketing strategy in the changing digital landscape of AI. A large check mark hovers over an AI settings gear. ] [[ [Tech is the plumbing]() Aude Gandon, Global CMO, Nestlé “If the plumbing in your house doesn’t work, you can’t do anything. But it’s still the plumbing. The house is understanding pop culture or seeing shifts in consumer behaviors. Or making your brand create emotions. If you don’t have that part right, however great the tech part is, it is not going to drive the business at all.” [AI experimentation and lessons. A featureless profile of a person is partially covered by a large puzzle piece.]() [ AI experimentation and lessons. A featureless profile of a person is partially covered by a large puzzle piece. ] [[ [AI learning moments]() Laura Jones, CMO, Instacart “As we have played around with AI, we’ve had some wins and misses. For example, we used AI-generated photography in some of our recipes, and it didn’t always work out! There were some funny-looking turkeys with three legs. Being at the bleeding edge means having some of those learning moments.” [Pausing innovation. Two arrows form a circular path surrounding a pause button.]() [ Pausing innovation. Two arrows form a circular path surrounding a pause button. ] [[ [Putting innovation on pause]() Sean Summers, EVP and CMO, Mercado Libre “We realized the old infrastructure wouldn’t allow us to scale. … We had to make the decision not to innovate for two years because we needed the entire development team to rewrite every single line of code to allow us to go back to innovating.” Plus, consumer insights worth knowing Get ready for holiday season now: Know the 4 customer mindsets [Arrow cta link](=/MTcyLUdPUC04MTEAAAGTq7udIEhPai1E6SaCXCBtXSAjmiky97EpjOlpmX7qq4qhde9hV-wymWpUJ_LYabu0vX65VZE=) [ Arrow cta link ] [[ How do you make shoppers feel confident and ready to purchase? [Arrow cta link](/MTcyLUdPUC04MTEAAAGTq7udIEhPai1E6SaCXCBtXSAjmiky97EpjOlpmX7qq4qhde9hV-wymWpUJ_LYabu0vX65VZE=) [ Arrow cta link ] [[ The 2024 retail guide: Putting Google AI to work for your business [Arrow cta link](=/MTcyLUdPUC04MTEAAAGTq7udIEhPai1E6SaCXCBtXSAjmiky97EpjOlpmX7qq4qhde9hV-wymWpUJ_LYabu0vX65VZE=) [ Arrow cta link ] [[ Received this email from a friend? [Sign up here](/MTcyLUdPUC04MTEAAAGTq7udIEhPai1E6SaCXCBtXSAjmiky97EpjOlpmX7qq4qhde9hV-wymWpUJ_LYabu0vX65VZE=) Discover more content on [ThinkWithGoogle.com](=/MTcyLUdPUC04MTEAAAGTq7udIEhPai1E6SaCXCBtXSAjmiky97EpjOlpmX7qq4qhde9hV-wymWpUJ_LYabu0vX65VZE=). This email was sent to {EMAIL} because you signed up for the latest from Think with Google U.S. and Canada. If you don't want to receive this newsletter in the future, please [unsubscribe here]() (this is a one-click opt-out). © 2024 Google LLC. All Rights Reserved. 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