Uncertainty is the new norm – but it doesn’t look the same for everyone. From inflation and tariffs to category-specific disruptions, today’s volatility is hitting brands in different ways. Still, one thing is consistent: “You really have to double down on your best practices as a marketer,” says Kay Vizon, director of integrated media at Kroger.
Vizon was speaking at The Drum’s Tech Talks, filmed live at Possible, in conversation with Maggie Merklin, chief client officer at Analytic Partners, as they explored how brands can keep their footing – and their focus – in unpredictable times. Three things became clear: having data-driven agility, strong fundamentals, and a plan.
For Kroger, that means staying laser-focused on fast-changing consumer behaviors. “We have to stay on top of customer motivations, understand their needs, and be in lockstep with evolving business goals,” Vizon explains. “That’s how we get our messaging, targeting, and measurement right.”
But good data isn’t enough – according to Merklin, it’s what brands do with it that counts. “We saw during the pandemic that you have to be able to react quickly – but also strategically,” she says. “It’s not just about chasing value messaging blindly, because, in the long term this can damage brand equity.”
The key? Balance. Brands that overcorrect toward short-term promos risk eroding long-term brand equity. “If everyone’s shouting value, the only way to truly stand out is through your brand. You need the right measurement systems in place to track both short- and long-term outcomes,” says Vizon.
And when budgets are tight, partnership matters – especially with finance. “Budgets are being highly scrutinized right now,” says Vizon. “We are all having to demonstrate the value return of our investments. And so don't forget to make sure you’re keeping them close and socializing [that] here is the value that we are driving. You want to prove track those marketing investments as much as possible and not lose ground.”
Watch the full conversation on The Drum TV to hear more on:
How to balance brand and performance without sacrificing either
What measurement looks like in 2025
Why creativity still matters in data-led decision-making.
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