In this conversation with Palmer Houchins, VP of Brand Marketing and Communications at G2, he talks about brand, communications, and marketing. Hear about building a brand, using the brand dashboard, interpreting brand lift studies, how Covid has changed the landscape, what Palmer’s first 90 days looks like, and the importance of the end-user.

[00:55] Introducing Palmer

[03:03] How brand and comms changed during Covid

[05:44] When to consider building a brand

[07:20] Defining brand marketing

[11:45] Palmer’s favorite metrics

[13:54] Commissioning a brand study

[17:07] The brand dashboard

[21:37] The brand lift study

[24:50] Recommended tools

[27:42] Choosing the best creatives

[34:06] Testing practically

[38:47] The importance of the end-user

[43:42] Palmer’s first 90 days

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