Tom Spaven, VP of Marketing at Goodwipes on the return to brand building

In this episode of YouShouldTalkTo, host Daniel Weiner sits down with Tom Spaven, VP of Marketing at goodwipes. Tom shares his candid perspective on the marketing industry, asserting that everyone is essentially "winging it" due to the constant changes and challenges in the field. Instead, he encourages marketers to be more creative and to stand out, likening it to being the "purple cow" in a field of regular cows.The conversation takes a deep dive into the current economic climate and its impact on consumer spending. Tom argues that consumers are still spending, but brands must drive relevance and make people feel good to attract their dollars. He also discusses the concept of the "lipstick index" and how consumers still seek self-care during recessions.Towards the end, Tom discusses the importance of team well-being and the role of culture in an organization. He also expresses his excitement about the shift back to brand building in marketing and the potential of artificial intelligence.Guest-at-a-Glance💡 Name: Tom Spaven, VP of Marketing at goodwipes💡Noteworthy: Tom brings a fresh perspective on marketing, emphasizing the human element and the importance of brand building.💡 Where to find Tom: LinkedInKey InsightsThe Human Touch: Personalization in OutreachTom emphasizes the importance of personalization in outreach. He suggests that everyone wants to feel special and heard, and it's crucial to inject a level of personalization into your communication. However, the sheer volume of communication can be overwhelming, and it's easy to miss opportunities. He suggests that successful outreach requires an element of humility, humor, and the luck of catching someone on the right channel at the right time.Consumer Spending and The Lipstick IndexTom discusses the concept of the "lipstick index" - the idea that even in a recession, consumers still want to treat themselves, albeit in more affordable ways. He argues that consumers are still spending, but brands need to drive relevance and make people feel good to attract their dollars. This puts more pressure on brands to be relevant in a target occasion and meet consumer needs.The Pendulum Swings Back: The Return to Brand BuildingTom expresses his excitement about the shift back to brand building in marketing. He believes that the pendulum is swinging back from performance-focused strategies to a more holistic approach that includes long-term brand building. He argues that every opportunity is a chance to build a brand and to perform, and marketers should think about their strategies holistically.