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CMO, Papa John’s International
When he was vice president of advertising at Wendy’s, Brandon Rhoten made a bold decision to embrace a sassy, aggressive tone in social media, tweaking competitors like McDonald’s for the quality of their food and sending wisecracking responses to consumers on Twitter (and helping them as well: see #nuggsforcarter). Now CMO of Papa John’s International, Rhoten spoke with eMarketer’s Debra Aho Williamson about why he believes marketers can and should use social media to enact broad changes in brand perception.
eMarketer: What do marketers typically get wrong about the role of social media in changing brand perception?
Brandon Rhoten: The expectation that it happens quickly is the biggest enemy I have to fight. For brands that are good at it, it becomes part of their being as a marketing department. It isn’t some outlying thing that one person does.
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