35: Trusting Consumers' Feelings with John Rocco (Scotiabank)

<p>This week on Insightful Inspiration, host Isabelle Landreville is joined by John Rocco, Chief Brand Officer at Scotiabank, one of Canada’s Big Five banks. With over three decades of brand-building across retail, insurance, and financial services — from Loblaw to Target to Sonett and now Scotiabank — John has led some of the most defining brand moments in Canadian marketing history. He's a storyteller at heart, and someone who has spent his career proving that the best brand decisions are grounded in deep human understanding. This conversation centers on what marketers are not only adapting to, but building towards — and how insights partners can help them set a new paradigm for marketing leadership. </p><p>Together, John and Isabelle explore:• How marketers’ core skills and responsibilities have changed — and stayed the same• The role of insights in marketers’ work today: what marketers need from insights leaders, how that has changed, and what quality looks like• Where trust matters most in the insights process, and how to earn itThat last is key for all brands, but especially brands like Scotiabank. When your customers’ earnings, savings, and investments are the business, the chain of trust runs all the way from the customer to the CEO. This episode is about keeping it strong for years to come.</p>