Fueling Brand Evolution with Emotional Insight at the AT&T PAC with Michelle Holmes
Michelle Holmes is Vice President of Marketing at the AT&T Performing Arts Center
Michelle reveals what values she brings into her work and how emotional insight drove the AT&T Performing Arts Center brand evolution.
She also discusses why it's so important for Brand Leaders to apply emotional insight to brand strategy, and how a Limbic Sparks approach can be used to strengthen customer relationships and brand desire.
Key Takeaways and Soundbites:
“The most important thing is the relationship. And as long as you've got that consistent, and you're meeting expectations, then there's forgiveness and other benefits for brands.”
“We are emotional beings. At our most basic level, that's what we are. That's what makes us human.”
“A lot of marketers mistakenly think of emotion as in the emotion, rather than focusing on this inherent driver.”
“A brand can’t be all things for everyone. The brands that are most beloved and enduring are the ones that clearly and consistently define the role they play in people’s lives.”
"It’s important to ensure that your brand and business strategy are really in lockstep and that it's not a superficial engagement.”
Episode Topics:
What Matters Most in Life & Relationships
Brands that Describe What Michelle is All About
Learning from Mentors About Creating Brand Desire
Emotional Insights that Drove the AT&T PAC Evolution
What Marketers Get Wrong about Emotion in Brand Relationships
Brand Leadership Advice for Others
Here are some fun facts about Michelle…
Michelle Holmes is the Vice President of Marketing at the AT&T Performing Arts Center, overseeing marketing strategy, digital marketing, publicity and show promotion.
Michelle joined the Center following a distinguished career at AT&T, where she most recently led a team responsible for marketing communications, advertising and digital globally as AVP of Marketing for AT&T Business. She led Integrated Marketing and Brand Management as Executive Director in Global Marketing where she was chosen to launch, lead and serve as spokesperson for the “It Can Wait” movement, AT&T’s initiative to end texting while driving. Notably she helped create AT&T’s brand organization and re-launch AT&T’s repositioned brand on the heels of M&A activity.
Throughout her career she held positions in corporate, consumer and business, leading advertising and marketing, as well as network operations and external affairs. She earned her BA in Communications and Journalism from Texas A&M University. When she’s not busy working, she’s chasing around her two incredible children, enjoying music with her husband, or honing her painting or culinary skills.
“Brand Leadership is about uncovering why people should care about your brand and inspiring people to make it a part of their life.”
“Brands that create belonging are the ones that have the strongest relationships and last throughout things.”
Michelle is Sparking Brand Desire with Emotional Insight.
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