Brands can no longer hide their values. As DoorDash’s head of marketing, Kofi Amoo-Gottfried, put it, “Silence is now speech.” But rather than feeling like a burden, highlighting a brand’s values enhances its authenticity.
“This is not about what statement you’re going to make or what communications you’re going to put out, this is about who you are and what you’re going to do,” he explained.
For DoorDash, that meant looking inward at its DNA as an immigrant-owned company. “That looks at everything from starting the Main Street-strong accelerator to give Black immigrant and brown immigrant-owned business owners access to capital, to loans, to ways to launch new enterprises. It’s really thinking about, ‘What can we do with our platform to redress long-held historical inequities and how do we leverage our brand and our products and our voice to do that?’”
Amoo-Gottfried, along with Lowe’s Chief Marketing Officer Marisa Thalberg, TikTok Head of Global Marketing Nick Tran, NFL Chief Marketing Officer Tim Ellis, American Heart Association Executive VP Katrina McGhee, and LG Ads Chief Product Officer Raghu Kodige joined Deloitte Chief Marketing Officer Suzanne Kounkel at Variety‘s Entertainment Marketing Summit, presented by Deloitte, panel “Brandmakers: Transforming Connection.”
Along with aligning a brand’s actions with its values, the panel discussed what it takes to break through to consumers and audiences in a cluttered media environment. Pandemic-affected media consumption behavior led to higher levels of engagement and an audience desire for talent to pull back the curtain.
“You’re getting a sneak peek into people’s everyday lives and they seem more relatable than they ever have before,” Tran said. “You’re seeing a lot of marketing brands take that to actually show that in their work. So it’s less of the highly produced, overly scripted versions of things, but it’s a behind-the-scenes look at things.”
Watch the conversation in full above.