Great companies and people constantly challenge the status quo, break barriers and inspire change. Google has revolutionized the way we search, connect and navigate the digital landscape, constantly pushing boundaries and redefining what’s possible.

In today’s episode of The Speed of Culture podcast, we sat down with Adrienne Lofton, vp of global consumer marketing at Google, to discuss her career journey and the power of brand in marketing. She also shares Google’s innovative culture, the fast-paced nature of the tech industry, and the importance of diversity and inclusion in the workplace.

Lofton is a marketing maven in tech with extensive experience in brand building and growth acceleration for some of the world’s top brands. Prior to joining Google, Lofton held executive positions at several leading Fortune 100 brands including Nike, Under Armour, Levi Strauss and Target. She also serves on the board of directors for Alaska Airlines, leading the safety and innovations committees.

As a vocal supporter of diversity, equity and inclusion, Lofton continues to open the door and amplify the voices of minorities to create highly inclusive, valuable spaces. She prides herself on leading efforts that have consistently resulted in new market domination, multicultural and purpose-driven magnification, and the ability to identify and address unmet consumer needs.

Check out the key takeaways of this episode below to understand the importance of innovation, technology, accessibility and the power of brand in marketing. 

Key takeaways:

• 10:42 – 13:32 – The Power of Branding — Lofton’s decision to join Google stems from a shared understanding that marketing is advancing at an extraordinary pace. In this rapidly evolving landscape, it’s crucial to understand the true meaning of a modern marketing organization. Lofton strongly believes in the power of brand, emphasizing that the most exceptional companies and products arise not only from superior value and quality, but also from effective marketing, captivating storytelling and strategic positioning.

• 19:33 – 23:17 – Discovering the Unexpected at Google — Google’s agility, intellectual prowess and insatiable curiosity set the company apart. Real-time teamwork, instant feedback and constant improvement are the norm, and the genuine passion for humanity and welcoming nature of Googlers left a strong impression on Lofton. At Google, she said, everyone’s voice is valued, regardless of background or experience, fostering a unique culture of collaboration and innovation. 

• 26:17 – 30:52 – Navigating Data and Cultural Insights — In Google’s data-rich environment, the real challenge lies in effectively extracting meaningful insights. Lofton’s focus is on steering her team with a future-forward mindset. Rather than relying on past consumer behaviors, the goal is to envision how consumers will engage with their products in the future. This involves understanding cultural trends beyond the realm of technology, and delving into the mindset of Gen Z and millennials. By blending both cultural and product insights, Lofton aims to make Google the most helpful organization, always striving to unlock better experiences for its consumers.

• 31:00 – 34:33 – Championing Diversity and Inclusion — Lofton is a passionate advocate for diversity and inclusion, aiming to drive change and set new standards in the industry. As she has grown in seniority, she ensures that representation is a priority in every room she’s in. She acknowledges that this journey is ongoing for everyone, but continues to set goals and pushes herself and others to achieve them. Lofton’s decision to join Google stems from the company’s outsized impact and its ability to drive change and representation at scale.