BRITE Ideas

Musa Tariq on brands and fundamental human needs (CMO, GoFundMe)

August 10, 2021 Columbia Business School Center on Global Brand Leadership Season 1 Episode 1
BRITE Ideas
Musa Tariq on brands and fundamental human needs (CMO, GoFundMe)
Show Notes Chapter Markers

On this episode of BRITE Ideas, JP and Matt speak with Musa Tariq, Chief Marketing Officer of GoFundMe. Musa gives examples from Nike, AirBnB, and GoFundMe – all of which he has worked for -- that exemplify his belief that brand building is akin to how people build relationships with each other. He also details how brands, at their core, are most powerful when they meet a fundamental human need. The challenge is effectively communicating the ethos of a brand’s core target – especially brands that are bought by a wide range of people – within and outside the organization. As individuals increasingly look to reflect who they are in what they buy, Musa notes, “I think its brands that come out and say, ‘I am ok offending some people to stand for something’” that will win the future.
 
 

Intro
Musa on becoming a marketer
Apply real life relationships with people to building brand relationships
Becoming the CMO of GoFundMe
Greatest brands serve an inherent human truth
Creating the brand myth
How brands call upon themselves and their stakeholders to do something
How organizations and their loyal customers dare to break the norms