Clorox’s Jackson Jeyanayagam on brand authenticity and social impact

Jackson Jeyanayagam leads the direct to consumer (DTC) effort for Clorox. That forces him to think differently about consumer messaging and consumer contact. It’s not simply about building brand awareness, but also about hitting the right emotional buttons to generate immediate consumer action.

I had the pleasure of catching up with Jackson recently via Zoom for the eMarketing Association. Jackson’s thoughts covered a diverse section of marketing best practices, and we discussed how to concentrate brand essence into marketing messages that build a brand and drive direct sales. While we discussed DTC marketing in the overall interview, one of my favorite segments of the interview was where we discussed social impact and brands.

If you enjoyed the snackable segment of our interview you’ll want to listen to the entire interview where we also discussed:

• How the Pandemic Has Changed Branding
• Privacy and Identity (as it relates to marketers and trust between the brand and consumer)
• Brand Authenticity

Part 1

Part 2