This article is by David Serfaty, director of social advertising, Matomy Media Group.
“Ipsa scientia potestas est” (“knowledge itself is power”), Sir Francis Bacon
CMOs and marketing leaders headlined this year’s ANA (http://www.ana.net/) Brand Masters Conference in Hollywood, Florida last week. The presenters shared interesting success stories. Among them was Chris Brandt from Taco Bell, Ad Age’s Marketer of the Year, who explained how, through product innovation and its Live Más ad campaign, they have consistently out-performed the QSR category. Peter McGuinness from Chobani talked about the explosive yogurt category and how the company grew from almost zero to $1.5 billion in sales in just 5 years, with an all-natural platform expressed in its new ads as How Matters.
Ok, I know I am late to the SEO party in terms of this particular article as it would have been much more SEO-advantageous had I scribed this closer to the actual date of the 2014 Academy Awards. But it was not meant to be. However, that will not preclude from me querying each of you in the marketing, advertising and branding space if indeed the Oscars are better than the Super Bowl?
Oftentimes we focus on building strong relationships with people, strong ties. After all, the better we know someone and the stronger the relationship is, the more valuable it is for us right? It’s a bit counter-intuitive but in the workplace it is not the strong ties that can be the most beneficial, in fact, weak ties (acquaintances or people that you might not know that well) can be far more valuable!
As the fifth article in a series investigating how firms can create a stronger CMO-CIO partnership, I interviewed Leontyne Green Sykes, the CMO of IKEA US North America, and Quincy Allen, the CMO and Chief Strategy Officer for Unisys. The four prior articles focused on the CMO-CIO perspective, the President’s perspective, the executive recruiter’s perspective, and a Regal Entertainment Group success story. For this article, I interviewed leaders from both a client (IKEA) and a supplier (Unisys) to understand a different perspective on the CMO-CIO relationship.
There’s been a movement afoot in the current generation toward increasing sensitivity and gentle teaching and coaching in schools. The result: executives and leaders who are ill-prepared for the challenges real-world business will bring.
An interview with SapientNitro’s Gaston Legorburu and Darren (Daz) McColl ahead of the publication of their new book, “Storyscaping” published by Wiley & Sons due out April 8…
In today’s world where virtual and physical experiences collide in new and surprising ways, brands are struggling to stand out. Yet many are finding new ways to create branded experiences that merge the traditional tools of story telling with data and technology to create whole new experiences and in some cases whole new products. In my interview with SapientNitro’s Chief Brand Strategy officer, Darren (Daz) McColl and Worldwide Chief Creative Officer, Gaston Legorburo, we discuss this trend and their philosophy around the topic that led them to publish their new book.
I’m fascinated by both your personal journeys and the business journey itself, so I’d love to hear more about that.
Sapient was started by the typical two guys in a garage as an IT services company. It was was a small boutique company relative to the industry giants, but it was very much focused on culture. One of the things that was very interesting about the company is that the founders really believed that design was a business differentiator. Even though it was an IT services consultancy, there was an appreciation and heavy investment in design. That has been the catalyst for our transformation.
I started thinking about Apple and loyalty last week when my assistant’s MacBook Pro started acting up. Weird encrypted language had covered the screen all of a sudden and nothing he tried could solve the problem. He’s tech savvy and was sure his computer was dying.
The advantage of a strong positioning
Do you remember when McDonald’s was “lovin it” as it recovered and passed by Burger King in the early 2000s, or when Amazon cleared Borders’ shelves or when Netflix cancelled Blockbuster’s monthly subscription? Each of these examples dispatched their counterparts by “de-positioning” them in ways from which they could not recover.
The ground rules for branding are rapidly evolving. Social media, content marketing, the younger generation, second screening, thought-leadership and the demographic shift are just some of the many things that are challenging brands to think differently. Creating and sustaining customer trust and loyalty is more difficult than ever before. Building relationships with consumers has never been more challenging, with so much competition for their attention. Look at the constant barrage of pop-up and video ads that flash before our eyes every time we use our phones, turn on our computers or tablets. Whether you are a Fortune 500 company, business owner or entrepreneur, here are six brand strategies that all chief marketing officers (CMOs) must not ignore.