Transactional vs. Emotional Brand Experiences feat. Hanesbrands’ Alvin Chow

Room For Growth

How can a company drive growth and become a differentiator through brand positioning? Exceptional branding has the power to impact top-line KPIs, increasing revenue and customer engagement across both traditional and digital media.

This week we spoke to Alvin Chow, VP of Global Brand Marketing at Hanesbrands Inc., about all things brand. Before his current role, Alvin worked for other powerhouse brands such as Coke, Nike, and McDonald’s. Fun fact: you can thank him for the existence of indulgences like the McFlurry and McGriddle.

To Alvin, an exceptional brand creates a rockstar proposition, consistent global experience, and an emotional connection with consumers. Billie and Alvin discuss how brands can shift from transactional to emotional relationships, as well as the challenges of balancing acquisition and retention efforts and measuring awareness-level KPIs through traditional media.

Connect with Alvin Chow on LinkedIn here.

Topics Discussed:

• The importance of having a CDP, CRM, and PIM for seamless integration
• What makes an exceptional brand? What makes a cult brand?
• Tracking attribution and striking a balance between digital and traditional media
• Nurturing talent and helping marketing teams get where they want to go