{"id":21784,"date":"2024-12-12T02:16:26","date_gmt":"2024-12-12T02:16:26","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21784"},"modified":"2024-12-12T02:16:27","modified_gmt":"2024-12-12T02:16:27","slug":"coworking-with-stacey-andrade-wells","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21784","title":{"rendered":"Coworking with Stacey Andrade-Wells"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><em>Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">Stacey Andrade-Wells is CMO of Liquid IV. Prior to joining Liquid IV, she spent more than seven years at Proctor &amp; Gamble working on brands like Gain, Swiffer, and Mr. Clean.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>Favorite project you\u2019ve worked on?<\/strong> This year, I had the privilege of overseeing Liquid IV\u2019s first-ever brand refresh. Our goal was to elevate the brand while honoring the invaluable feedback from our consumers and preserving the brand equity built over the past 12 years. Guided by extensive customer insights, we introduced a new visual identity, revamped packaging, an enhanced web presence, and a modernized logo. The aim was to ensure our customers fully understand how our product works. We wanted to be easily identifiable on the shelf, be transparent about our science, and showcase our delicious flavors with a more fruit-forward design.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">A brand refresh can be delicate, with a high risk of alienating loyal users. However, I loved this project because it operated at the intersection of consumer insights, data and research, and creativity. With meticulous care, we launched something that not only grew our business but also delighted our consumers. I could not be prouder of our team.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>What\u2019s your favorite ad campaign? <\/strong>Our recent brand campaign, \u201cTear. Pour. Live. More.\u201d is hands down my favorite ad campaign I\u2019ve worked on so far. We set out to show the incredible transformation that happens when someone goes from being dehydrated to being fully hydrated and completely reinvigorated. What better way to illustrate this than with literal water jets propelling people through the city and their day? It was the perfect way to bring our brand\u2019s benefits to life while educating consumers about the category and product usage. This campaign wouldn\u2019t have been possible without our amazing agency partner, Anomaly.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-b0c0fc32-1 CuWWT inline-subscribe\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-fdc976c-0 iTWzCH dtoEFc\">\n<h5 class=\"dist__StyledText-sc-b82cc9e3-12 bCHGiF inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 cPcVuV inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">If I had to pick another ad campaign that caught my attention this year, it would be the CeraVe ad featuring Michael Cera. Not only was it hilarious and memorable, but the flawless execution and thoughtful planning, especially leading up to the Super Bowl, were truly inspiring. This campaign really took the cake for me this year.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>What marketing trend are you most optimistic about? Least?<\/strong> I am both most and least optimistic about artificial intelligence in the marketing space. On one hand, I am highly optimistic because I\u2019ve witnessed firsthand how AI can enable our team to work smarter and faster, creating more room for creativity. We\u2019re currently piloting various AI programs in both copywriting and consumer insights, and we\u2019re continually exploring ways to expand its functionality and benefits for our teams.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\">However, my optimism is tempered by a recognition of the current limitations of AI. Liquid IV is a brand that deeply values one-on-one human interactions and authenticity, and not all AI applications align with these principles. As a brand committed to elevating the vitality of people and the planet, we understand that true vitality often happens outside of our homes and away from our phones, through genuine connections with our communities. This is one area we\u2019ll continue to approach and develop thoughtfully within our brand operations.<\/p>\n<p class=\"dist__StyledText-sc-b82cc9e3-12 haIxsR\"><strong>What\u2019s one marketing-related podcast\/social account\/series you\u2019d recommend? <\/strong>Books are typically my medium of choice; I\u2019d recommend all brand leaders read <em>Breakout Brands<\/em> by Jared Schrieber. Marketers often get knocked for not tying their activity systems to business results. I think <em>Breakout Brands<\/em> does a great job of using a data-based approach to demonstrate the value and effectiveness of different types of marketing activities. I love hearing from other brand CMOs to learn how they approach things, so <em>Uncensored CMO <\/em>and <em>The CMO Podcast<\/em> are great listens as well.<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/12\/11\/coworking-with-stacey-andrade-wells?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\" rel=\"nofollow\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here. Stacey Andrade-Wells is CMO of Liquid IV. Prior to joining Liquid IV, she spent more than seven years at Proctor &amp; Gamble working on brands like Gain, Swiffer, and Mr. Clean. Favorite project you\u2019ve worked [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21785,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21784","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Coworking with Stacey Andrade-Wells | Brandiary<\/title>\n<meta name=\"description\" content=\"Each week, we spotlight Marketing Brew readers in our Coworking series. 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