Daria Burke

I look forward to joining Seth Dallaire for a timely conversation on how CMOs can lead through rising uncertainty.    One of the biggest opportunities? Retail media. We’ll explore how marketers can remove complexity to create more seamless shopping experiences, using data and insights to help consumers find the right products, understand why they’re better, and feel confident in their choices.    Together, we’ll discuss how to stay focused on what matters: building trust, driving brand and market growth, and showing up meaningfully for consumers.    Stay tuned for more insights from #CannesLions2025.

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Yesterday at Yale at the Association of National Advertisers/ANA Educational Foundation (AEF) Future of Marketing Leadership Conference, I spent a lot of time talking about a category that isn't exactly the sexiest aisle in the store, but is one that is surprisingly dynamic. Yes, I spoke about drain clog removers. In an industry currently obsessed with AI slop and the latest shiny buzzwords, the Green Gobbler story is a refreshing reminder that marketing fundamentals still win. We didn’t upset a long-standing duopoly by chasing the fanciest new buzzwords. We did it by: - Defining a clear brand role: Moving from just a product to a brand with a clear and differentiated positioning - Building a campaign around a ubiquitous distinctive brand asset: Bringing the Gobbler to life with a mix of blue-collar common sense and a hint of sarcasm. - Improving Physical Availability: Dramatically expanding our footprint in FDM and DIY channels to back up our digital strength. It was energizing to break this down with such an engaged group at Yale School of Management. Sometimes the boring stuff like distribution and strategy is actually the most exciting part of the job. Thanks to the teams at Hanson Dodge, Horizon Media and PurposeBuilt Brands for helping to make the Green Gobbler a success!

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Plenty of B2B industrial leaders would rather get a root canal than speak on a stage. But what if the best thought leadership strategy doesn't involve public speaking at all? In my latest conversation with storytelling expert Jay Acunzo (How Stories Happen) we explored how thought leaders are winning in manufacturing and industrial markets — without ever having to step foot on a conference stage. Instead, it's about converting your expertise into an IP pyramid. Check out this writeup for an overview of the process, full of industrial examples and a framework for getting your team to participate. For my full conversation, watch the podcast episode — also at the link, or on your preferred platform. https://hubs.li/Q03CCMjK0 #TheChangeOverPodcast #ThoughtLeadership #B2B #Marketing #sales #Leadership

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