Misty Muscatel Davis is Circana's Global Chief Marketing Officer, overseeing marketing and sales initiatives aligned with the company's growth goals. She leads corporate messaging and execution across various marketing assets, including digital, presentations, campaigns, events, demos, sales support, and strategic communications.
My name is Misty Muscatel and as the Global Chief Marketing Officer at Circana, I drive multiple marketing and sales initiatives to align with the company’s growth strategies with the goal of accelerating demand, awareness, and ecosystem growth.
I lead the continuous evolution of corporate messaging, positioning and execution of the company's narrative in key marketing assets, including digital, presentations, campaigns, events, demos, sales enablement, and strategic communications. I’m laser-focused on pipeline generation, ensuring the company communicates the right message at the right time and in the right place to all target audiences.
Circana provides a 360-degree, full-circle understanding of the consumer, store, and wallet, to advise the world’s leading brands and retailers across almost every industry on how to identify opportunities, ignite innovation and achieve ongoing, sustainable growth. Through technology, analytics, and cross-industry data, Circana tracks millions of products spanning more than 2,000 categories across over 500,000 stores in 20 countries.
The company advises almost 7,000 brands and retailers globally in industries including consumer packaged goods, beauty, technology, food service and food consumption.
Our brand development process started with extensive research including a comprehensive survey of over 750 IRI and NPD clients and prospects, more than 40 in-depth, one-on-one interviews with clients, industry, and media analysts, and live, online listening sessions involving over 570 employees from both organizations across the globe.
The result of this meticulous research effort included the generation of 2,700 potential new brand names, 200 logo concepts, and 1,100 taglines. Additionally, two linguistic studies spanning 22 languages and markets were conducted to ensure that the name and tagline would resonate appropriately in all countries where the company operates. In the end, we were very pleased with how cohesive and reflective it was of our tagline, “Complexity into Clarity.”
One of my favorite parts of the creative process is brainstorming ideas and opening the doors for anyone to provide their own creative thoughts. After our new brand announcement, we gave all Circana employees Midjourney access and started a company-wide contest to design images for our Growth Summit event.
Overall, 22,000 images were created, and the winners had their images featured on big screens during the event. It was really rewarding to see how invested people were in the rebrand, but it also gave Circana a means of marketing the benefits of its new brand to customers.
The biggest challenge was coming up with a new name and logo. One of the things we knew we wanted to do moving forward was move away from the acronyms of our two heritage companies since a very low percentage of people actually knew what either of the heritage companies’ acronyms stood for. The new name and logo couldn’t have been more perfect. The two “Cs” in Circana tie directly to our tagline “Complexity into Clarity” and our differentiator of enabling clients to “see the complete consumer.”
The logomark consists of six concentric circles that represent the complexity of today’s consumer data, our clients’ markets, and the general complexity of the world we live in. The wordmark emerges from the circles, reflecting that we are reinventing our business category and differentiating ourselves from competitors. The clarity dot after the wordmark symbolizes the ultimate clarity we achieve for clients as a result of embracing complexity.
Misty Muscatel is Circana's Global Chief Marketing Officer, overseeing marketing and sales initiatives aligned with the company's growth goals. She leads corporate messaging and execution across various marketing assets, including digital, presentations, campaigns, events, demos, sales support, and strategic communications.
Read more about this interview with Di Lu from the United States, the Gold Winner of the 2023 MUSE Creative Awards.