Some consumer brands command far more attention than their size, budgets or teams would suggest. They dominate social conversations, attract media coverage and create the impression of being everywhere at once.

Their advantage is not necessarily more content, more creators or more marketing channels. Something else is helping their biggest initiatives break through while other campaigns quickly disappear.

In this video, consumer marketing executive and Fractional CMO Lesley McIntosh examines how brands can move beyond routine marketing activity and create moments consumers notice. Drawing on recognizable examples from beauty, food and beverage, she explores how leaders can identify the opportunities worthy of greater attention without attempting to make every initiative equally important.

Questions addressed

• Why do some brands feel much bigger than they are?

• What separates a marketing moment from a routine campaign?

• How should brands decide which initiatives deserve greater support?