My son asked me the other day, “Which superpower would you prefer Dad, teleporting or flying?” I knew my answer right away but I was surprised when he told me most of his friends choose the other option. As it turns out, these folks just want to get to where they want to go which makes the idea of teleporting…
Category: Marketing as Service
CMO Insights: How to Use Marketing to Help Your Customers
Jim Collins famous “hedgehog” concept proposed that great businesses were greater still because of their profound focus, doing one thing better in their marketplace than anyone else. Recently, a number of service companies have taken a not so obvious way to become better at their core business and that’s by operating businesses in other areas. Stay with me as I…
How BBVA Compass Banks on Purpose Branding
When you think of banks, or any financial institution for that matter, I doubt you are overcome with heartwarming images of improved welfare and social care. Unless you’re among the few that have had a warm and fuzzy experience, most likely your relationship with your bank is mainly transactional — a deposit made here or statement issued there. Interestingly, there is at least…
Why IBM is Hiring Hollywood Storytellers
It’s no secret that I’m a big proponent of storytelling as a relatively fresh way to approach marketing strategy and execution. Not only did it earn its own chapter in my book The CMO’s Periodic Table, I’ve featured other champions of storytelling like CMO’s Douwe Bergsma (Georgia Pacific) and Darren Marshall (Steinway & Sons) on this blog. In my heart of…
CMO Insights: Making Procurement Awesome
When SAP acquired Ariba a few years back, newly appointed CMO Alicia Tillman was faced with the challenge of rebranding the company to include the qualities of both SAP and Ariba. Next, she had to consider how to best communicate SAP Ariba’s new brand identity to customers. It’s no surprise that social media, one of today’s most effective tools of…
CMO Insights: How to Build Customer Loyalty
As you all know, I never pass up an opportunity to sit down with a marketer and hear which practices worked and which didn’t work for their company. I mean, what better way to learn more about this ever-changing industry than to listen to leaders in the field share their insight, the lessons they’ve learned, and the strategies they stand…
CMO Insights: How the Grammys Became More Than a One Night Affair
The Grammys have brought us some of the best moments in television, and the most spectacular performances in music. From Michael Jackson’s moonwalk across the stage in ’88 to the Elton John and Eminem duet in ’01, and most recently Lady Gaga’s tribute to David Bowie, the Grammys have been the place for historical moments in music. And if you’re…
Stop the Presses: TV Still Works
The presenter spoke with a certainty of a televangelist offering a laundry list of directives to his flock. “Times have changed” he intoned and “marketers must change with it.” “You can’t control the conversation, you have to discover the context, not try to dictate it,” he shouted. “Context is more important than content” was followed by “You are competing for…
Storytelling is Not a Walk in the Park
You could say that the three of us were walking to the park, but in truth Pinky was merely along for the ride. Sitting tall in his new chariot, our Frenchie sniffed in the sights as if his ‘hood had been transformed. Hands, those most desired instruments of affection, were suddenly at cheek level, drawn in by his come hither gaze. Few were immune…
CMO Insights: The Inside Story on Storytelling
In truth, I tend to get obsessed with topics of interest. Since my first conversation on storytelling a few weeks back with Douwe Bergsma, CMO of George Pacific, I have now read (via audio) two books, ordered three more and am in the middle of listening to a Great Course on the subject. Just in case you want to dive in…