“Our expectations of how we connect with each other outside of work has completely changed, and I think that there’s an expectation now that people want that same sort of seamless, fun, and easy way of doing things that they have in their personal lives — they want that at work.”
– Julie Liegl, Chief Marketing Officer, Slack
Welcome to OnBrand! In this episode, host Sarah Grace McCandless speaks with Julie Liegl, the chief marketing officer for Slack, about how they designed a more human way to work, the value in doing so to drive brand advocacy, and how the products and services you offer can help tell your story as a brand. Also discussed: How to foster positive team engagement even while working at home, why it’s important for brands to contribute to a more equitable world, and much more!
People love to connect. It’s just a part of being human. And every aspect of your business — from the way you communicate and market to the customer experience (CX) for products and services you offer — represents an opportunity to create meaningful connections. But people don’t want to form relationships with brand names or logos alone. Now more than ever, we gravitate toward brands with true heart.
“Slack is all about communication and connection, so that’s very much core to who we are, but I also think that we have a personality. That is part of the reason that our users — and our lovely brand advocates — kind of go beyond using us as a piece of business technology to that true love,” Julie says. “Slack is really human as a brand, and as a product, and those two have to be connected. Your brand and product can’t be disconnected. The experience of working with Slack is a more human way to work.”
Julie has extensive history as a technology leader for progressive brands, including key marketing roles with Salesforce for more than a decade. Now, as the CMO of Slack, she uses her strategic knowledge and ability to help Slack tell its story and connect with users in new ways.
Join us and discover how letting the unique personality of your brand shine through can help foster the connection you make with your customers in this episode of OnBrand!