Bold Moves & Big Screens: How TCL Builds a Brand Customers Actually Remember with Cole Moir, VP of Brand & Digital Marketing at TCL North America

In this episode of Builders Wanted, we sit down with Cole Moir, Vice President of Brand and Digital Marketing at TCL North America, to explore what it takes to create a standout brand in a crowded market. Tune in to hear about the methods behind creating high-impact, emotionally resonant brand experiences and the future role of AI and personalization in marketing.

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Key Takeaways:

• A focus on creating memorable and emotional moments for audiences builds a more meaningful connection with consumers and aligns with the brand's identity and values.
• Brands that leverage cultural moments to enhance their relevance and impact connect with audiences on a shared emotional and cultural ground.
• Clarity in messaging often wins over cleverness, especially in crowded markets, and leads to stronger trust and engagement among consumers.

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“ The key is to design brand experiences that respect attention, not demand it. In a world of infinite content, brands that break through are the ones that earn the moment by being useful or entertaining or emotionally resonant. We don't chase eyeballs, we chase impact.” – Cole Moir

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Episode Timestamps:

‍*(02:08) - The boldest thing TCL is building right now

‍*(06:08) - How Cole thinks about aligning brand moments with cultural ones 

‍*(09:17) - How to design brand experiences without burning out your audience

‍*(12:54) - How TCL stays fresh in a fast moving category

‍*(21:54) - What Cole learned from campaigns early in his career

‍*(28:28) - Quick hits: insight and inspiration

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Links:

Connect with Cole on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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Sponsor

Builders Wanted is brought to you by Twilio – the Customer Engagement Platform that helps builders turn real-time data into meaningful customer experiences. More than 320,000 businesses trust Twilio to transform signals into connections—and connections into revenue. Ready to build what’s next? Learn more at twilio.com.