Clorox CMO's Five Building Blocks of a Better Brand
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When Eric Reynolds talks about brand building, you pay attention. As the CMO of Clorox Company — and a CMO Club Marketing Innovation Award-winner — Reynolds is leading the charge for household names like Brita and Burt’s Bees, directing his teams to give their brands new life “in a nimble, studio-focused, team way.”
With Brita, for example, Reynolds drove a strategic reimagining of the brand amid apparent stagnation in the water filtration category. By leaning on new data — and perhaps even more heavily on human storytelling — his team eventually tied Brita to the act of filtering out negativity in The Filtered Life, a campaign that is currently tackling online bullying in partnership with NBA star Steph Curry. With Burt’s Bees, Reynolds and his team are using the same elements of data and a strong story to drive sales, including automated, weather-based media-buying for the brand’s lip balm.
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