Building Intergenerational Brand Loyalty with the CMO of Consumer Reports

For 89 years, Consumer Reports has guided Americans on what to buy—and held manufacturers accountable for producing unsafe or unreliable products. But how does a legacy nonprofit thrive in a digital-first, AI-disrupted era? In this episode, Khalid El Khatib (CMO of Consumer Reports) reveals how he’s blending product-led thinking and community-centric marketing to captivate multiple generations of consumers. From building an “Ask CR” chatbot to forging an intergenerational brand story, Khalid shares why trust might just be America’s most vital currency, and how Consumer Reports plans to keep earning it.

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Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.