The last few weeks in the marketing universe have been both exciting and contentious.
Nike’s choice to select Colin Kaepernick as the face of its new advertising campaign drew widespread global support. But it also garnered criticism from some for its bold commentary on social justice.
No matter a marketer’s stance on the Kaepernick debate, Nike’s move calls into question the role that brands should play in the sociopolitical arena.
Where is it appropriate for brands to step in? And where should they choose to remain out of the conversation?
These were the questions swirling about at HubSpot’s INBOUND conference in Boston last week. More than 20,000 marketers descended upon Beantown to discuss the latest and greatest in our industry.
Guided by keynotes from distinguished speakers like Deepak Chopra, famed television producer Shonda Rhimes, #MeToo founder Tarana Burke and more, marketers gathered to discuss how to help their brands operate (and succeed) in today’s politicized climate.
So, what did our team take away from the 3 days of inspiring talks we attended at INBOUND?
It’s that purpose-driven marketing, albeit controversial at times, wins. Brands with a social conscience (that are not afraid to exercise that conscience) will win over the hearts and the wallets of their audiences far more quickly than those that don’t.
In fact, we even learned at INBOUND that consumers are 87% more likely to shop from a brand with purpose. And that telling compelling stories often help paint a picture of that purpose.
Read on for 15 quotes that will help inspire you to act more authentically and purposefully in your marketing efforts. Ultimately, doing so will drive a better experience for your customers.
The Best Quotes from HubSpot INBOUND 2018
“The best product has the best story.” - Deepak Chopra, Founder, Chopra Foundation
“In the future, 80% of your customer experience needs to be self-service.” - Brian Halligan, CEO, HubSpot
"Right now is the time where everyone is trying to figure out what role platforms need to play in social issues." - Scott Harrison, CEO, charity: water
“Content is at the center of a marketing approach.” - Ty Heath, Global Lead, Market Development, LinkedIn Marketing Solutions
"Gatekeepers can be wrong. Just because it's the way something has been done doesn't mean it's the only way it can be done." – Chimamanda Ngozi Adichie, Author
“Strategy is a story well told.” - Beth Comstock, Author
“You are the main character of your own story.” - Shonda Rhimes, Television Producer
"It’s not just about what’s right from the perspective of the success of your business, but it’s also what’s right for your customers and society. And as you scale, those priorities can change." - Reid Hoffman, Co-Founder, LinkedIn
“A story can be a catalyst for change.” - Bridgit Antoinette Evans, Executive Director, Pop Culture Collaborative
“We’re living in an age of emergent change. Things that seemed once impossible now are suddenly inevitable.” - Beth Comstock, Author
“I don’t want to be normal -- that to me, is death. I was given a gift and I want to lock into it, I want to share it. I want to leave a legacy behind of disruptiveness, of loving the skin that I was born in.” - Lena Waithe, Actress
"Having an audience that cares is better than having a big market." - Rand Fishkin, Founder, SparkToro
"It's equally important to read about people who are not like you." - Chimamanda Ngozi Adichie, Author
“If you value diversity and inclusion, you have to make sure every person that you bring in values the same things you do.” - Tarana Burke, Founder, #MeToo Movement
"What I’ve learned is that, particularly in today’s world, effective marketing requires equal right brain and left brain thinking. It requires empathy, it requires you to move people." - Anjali Sud, CEO, Vimeo
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