Look around your home, and you’ll find that you own at least one product by 3M. Chances are you own many. And the brand isn’t only an American staple, it’s made its way into marketplaces across the globe. From Post-It Notes and reflective traffic signs to your dentist’s favorite cleaning tools, 3M prides itself on providing useful products to customers around…
Category: Marketing as Service
CMO Insights: Global Sponsorships
Here is the 2nd part of my extensive and enlightening interview with Aon’s Global CMO Phil Clement. This part covers Aon’s highly effective global sponsorship of Manchester United and the impact that program has customers, partners and employees. I have no doubt that just about any marketer will find what Phil has to say instructive. So read on… Drew: It seems…
CMO Insights: Marketing Leadership
Ask any brand manager of a global company, and they’ll tell you that no two geographic regions are alike. Now, imagine coordinating marketing efforts across not a few, but 120 countries! This is Phil Clement’s reality as the Global CMO of insurance and risk advisor Aon. The company has a presence in nearly half the world’s territories, but has managed…
CMO Insights: Innovative Marketing
Converse is the creative world’s favorite party guest, which may be why it has so many friends—over 37 million on Facebook, to be exact. Just how did the sneaker brand get so popular? Not by being the life of the party, but by practicing good people skills and good social etiquette, says CMO Geoff Cottrill. Rather than stepping on toes…
Investing in Content Development
Delivering successful content is like having a conversation with a potential employer. If the jobseeker delivers a pitch that isn’t tailored to the needs of the organization, he will almost certainly be passed over for the next candidate. It’s no different for a company that is communicating with its customers. Cultivating a good content marketing strategy means moving beyond standard…
Insights on Crisis Management
Every experienced social media practitioner has “crisis planning” as one of the first steps in the on-boarding process with a new client. So naturally when Nick Johnson of Useful Social Media asked me to moderate a panel called “On the Defensive: Tactics to Spot and Avert Corporate Crises” at last week’s Incite Marketing Summit, I said, “sure, no problem,” thinking…