What do stocks, toilet paper, hoodies and beer all have in common? In this episode…everything! IEX is setting all-new standards in stock trading with its innovative technology built to bring more transparency to the stock exchange scene. Since taking on the role of CMO in 2019, Kate Gunning has been able to unpack and convey the brand’s story in unique ways.
From premium hoodies and socks to a custom-made IPA beer, Kate has embraced the power of experiential to build not only buzz and community but also education. They even ran a fake Superbowl ad on social media for the “Liquidity” brew (named after the available inventory in the stock exchange) and order top-notch swag made on premium fabric to represent IEX’s high-performance tech. But this marketing approach didn’t come from a brief.
“Part of what I love about the creative process is how, if you kind of let things come to you, if you’re open to the organic process, and you’re trying to watch all the signs and signals, it can really morph into something really beautiful.”
In this episode, Kate shares her impressive career journey that led her to where she is today—from leaving her big-time agency role after just six weeks for an agency start-up, to opening up an office in London. She also shares career advice on trusting your gut, being brave and pushing forward.