Last month, we were feasted to a bevy of Chief Marketing Officers, senior industry executives and Chief Executive Officers at ANA’s Masters of Marketing Conference. We gathered to discuss a very simple, targeted “theme” -- “Growth”. The presentations did not disappoint as we gained unique insight into each of these senior executives’ marketing growth engines. What was striking was the individual and collective sense of “optimism” – which seemed overtly and intrinsically counter-intuitive when compared to the alarming business headlines – domestically and globally. What was compelling was the demonstrated ability to generate real, tangible and organic brand and business growth despite a wavering economy and uncertain business expectations. Some common threads among the presentations were: · “Positive energy” and commitment to winning. Having found strategic underpinnings to drive business, brand and financial success, these companies were sticking with it and not backing down in their drive to maintain the strong franchise momentum. · Expanded use of media while concurrently embracing the foundations of a truly integrated marketing strategy. With a hefty dose of metrics and accountability and metrics, the level of insight and knowledge seemed to be at a higher platform. · Courage to make bold and substantial business decisions to differentiate brands and to evolve business models. Let me briefly share cornerstone presentation insights and messages: · Jim Stengel, P&G CMO, talked of the need to unleash the power of people to develop the right business and brand building strategies – but to do so by providing an environment that valued contributions and personal and professional needs. · Mike Mendenhall, Hewlett Packard CMO, discussed the massive revolution towards digital and social networking solutions – which even included marketplace technology and insights sharing. With innovation and creativity generated from multiple sources at faster speeds, HP’s business system was prepared to incorporate out-of-the-box concepts to marketplace reality · Tony Hsieh, CEO Zappos.com, shared the ultimate business model – with an organization that makes consumer service and care its singular and unrelenting focus. Mr. Hsieh consistently demonstrated that long term growth is built upon a foundation of loyalty and quality – a combination that can’t be shortchanged or managed inconsistently. · Joe Tripodi, CMO Coca-Cola, demonstrated that great and powerful brands – that had lost their way -- can be reinvented and energized to transform an entire business enterprise. Mr. Tripodi developed and leveraged a global integrated marketing platform that was strengthened with consistent and compelling brand messaging. …And there were many more stories that would fill a marketing library. For me, Jez Frampton, CEO Interbrand, said it best when he empirically and evangelically implored his audience to believe and invest in the power of brands to deliver the short and long term growth objectives that corporate executives and shareholders are demanding. (As appeared in The Advertiser)
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