‘You need to get very clear about the story’: NRMA CMO talks marketing one of Australia’s biggest brands
When the chief membership officer of NRMA joined the famous Australian brand earlier this year, her question to the team was simple: What’s the story?
Appearing on a new episode of Mumbrella’s one-on-one podcast, Victoria Doidge discussed joining the company in April and the challenge of being tasked with leading the marketing for one of the country’s biggest brands.
“I think first and foremost, you need to get very clear about the brand story,” Doidge told host Neil Griffiths.
“Any newly appointed chief marketing officer needs to be very clear with the executives and the board [so] that everyone is really aligned behind the brand strategy.
“You start with the story. What is going to be the enterprise narrative? There are many different ways to express that from the purpose, the vision, the personality, the values, the customer value proposition. I think in any new role, that is where you have to start.”
Doidge believes alignment across all departments is crucial, because if they are not, the brand will come across as being inconsistent and unauthentic.
While everything starts with the story, the trick however, according to Doidge, is going back to the beginning.
“It needs to start with the data. It needs to look at the heritage. It needs to look at the ticket of entry for the brand versus differentiating disruptive,” she said.
“Those things are not necessarily binary and so you have to go on a journey with all of your stakeholders and bring them along in a very considered way.”
Listen to the podcast here.
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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