Cooper suggests that:
- To become a superpower, firms must align their brand and reputation. “Marketing and communications have to be hand-in-hand. They feed off of each other in ways that they never have previously,” he notes. It is no longer on marketing to come up with the big idea and letting come on in afterwards and it’s also not up to communications to lead the way with reputation.
- Artificial intelligence can be a game changer. Automating mundane parts of the marketing process allows marketers to become more efficient and to see things they might not otherwise notice. “If you’re not in the game of bringing AI into your processes, I don’t know how you compete. Because no human, and no collection of humans, can digest that much information, analyze it and then learn.”
- “Become a creator, no matter what your chief financial officer thinks… If you can design content that actually adds value to people’s experiences, where you understand deeply the context that they’re in, and what they want within that context–you become a creator” As people connect to your messages, they’ll share it, leaving you to do less of the heavy lifting when it comes to promoting your brand. And, if successful, this should help alleviate any concerns about the cost of creating content.