This week on the “Marketing Today,” podcast, Alan talks with Ty Shay, global chief marketing officer for Norton LifeLock, which was acquired by Symantec two years ago for $2.3 billion. Shay's career as a marketer began somewhat unconventionally. After earning a degree in accounting and serving a brief stint in investment banking, Shay returned to the classroom for a Stanford MBA. After cutting his marketing teeth at P&G, Shay subsequently served in chief marketing roles with SquareTrade and Hotwire before joining LifeLock. He also currently serves on the board of directors for the Ad Council.During the course of their discussion, Shay explains his concept of marketing jiujitsu and why, sometimes, it's a good idea to “turn off” your marketing efforts. He also talks at length about performance storytelling — its key elements and how it can be successfully implemented — and the impact of losing his father at an early age.Shay also offered his perspective on the future of marketing: “I think it's going to continue to be about accountability,” said Shay. “I think it's going to continue to be where if you don't really have first-party data and can't really own your data and your customers, I think you're going to be in trouble. So I think you'll continue to see that evolution of marketers.  Really, I think, the successful marketers will have to be able to not choose between being a brand marketer or a performance marketer. I think you'll have to be a performance storyteller going forward.”Highlights from this week's “Marketing Today” podcast include:Ty Shay's unconventional path to a career in marketing. (1:23)“Let's just turn the marketing off and see what happens.” — Shay explains the secrets of marketing jiujitsu. (5:21)Is Ty Shay a marketing Jedi? (12:57)“I thought the story they were telling was overly complex.” — Shay on how he utilized performance storytelling when he joined LifeLock. (18:17)The three-step framework of performance storytelling. (22:20)The two core competencies necessary for successful performance storytelling. (25:47)Shay embraces a growth mindset. (37:44)Just Do It: Shay admires Nike's work featuring Colin Kaepernick. And he thinks Southwest Airlines and Geico are two brands that “really know who they are.” (42:45)Links to other resources mentioned:Mindset: The New Psychology of Success (Book Mentioned) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on the “Marketing Today,” podcast, Alan talks with Minter Dial, author of “Heartificial Empathy: Putting Heart into Business and Artificial Intelligence,” which is his third book. Previously, he co-authored "Futureproof: How To Get Your Business Ready for the Next Disruption,” and he is the author and filmmaker of “The Last Ring Home,” the story of the grandfather he never knew, who died as a POW during World War II.Prior to his career as a speaker, consultant, filmmaker, and author, Dial spent 15 years with L'Oreal, where he ran the Redken business in addition to serving in other marketing roles there. During the podcast, Dial talks about his latest book, which he says he didn't really intend to write, and he shares his perspective on what exactly empathy is, how it can benefit businesses, and the implications for its use in artificial intelligence.And he had this to say about the future of marketing. “With all the opportunities and tools that are out there, making your brand come alive is going to happen through people,” says Dial. “And so there's probably a whole lot more work that needs to happen on the attitudes of the people you recruit, as an entirety in the company, and figuring out ways to make your brand more congruent, to have this greater empathy idea and integrity. And this is going to change the way we do marketing because you can't just focus on ROIs and click-throughs.”Highlights from this week's “Marketing Today” podcast include:“I want to tell stories, connect the dots, and elevate the debate.” –Minter Dial (1:25)Dial is inspired to make business more empathic to benefit people. (3:15)How Dial thinks about empathy in all its different forms. (4:53)For businesses, the benefits of empathy start from within. (10:08)“I'm going to miss you, JJ.” — The empathic bot experiment. (18:53)“First of all, artificial empathy does not exist — today.” –Minter Dial (25:03)Dial's “journey of identity” to learn more about the grandfather he never knew led to a book and a documentary, both called “The Last Ring Home.” (28:55)Advice Dial would give his younger self: “Always be open to the experience; never say no.” (34:18)“There's never been a more exciting time to be in marketing.” –Minter Dial (44:18)Links to other resources mentioned:The Last Ring HomeFutureproof: How To Get Your Business Ready For The Next Disruption bookIntellectual Dark Web – NYT opinion piece describing itLost Connections: Uncovering the Real Causes of Depression and the Unexpected SolutionsSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Nick Cromydas, founder and CEO of Hunt Club, a new type of talent company. Cromydas and his company have built and utilize a network of influencers and, through proprietary technology, they refer people from that network to fill positions at high-growth companies, as well as at larger enterprises.During the course of their conversation, Cromydas, an investor and entrepreneur, talks about the driving force behind Hunt Club, how his life in tennis has been a key influence in his career, and the kind of talent companies must have to thrive.Conversely, Cromydas also points out how talent looking to join fast-growth companies can jump off the page. “If you're looking to join a fast-growth entrepreneurial environment,” says Cromydas, “and you have relationships you can leverage and can actually introduce those to the company, or help them and consult for free in certain areas that they need some help with that they don't have the dollars to pay you right now — really thinking about a give-first mentality — the more I think you'll find the world will be opening up from an opportunity perspective.”Highlights from this week's “Marketing Today” podcast include:First rule of Hunt Club: It's OK to talk about Hunt Club. Cromydas relates the idea behind Hunt Club and how his life in competitive tennis helped him discover recruiting is imprinted in his DNA. (1:28)What Cromydas learned from losing at tennis. (4:26)Cromydas explains the core premise behind Hunt Club: “The best talent lives in our network, and our job is to use technology to power that.” (6:43)Adaptability and the ability to learn: Cromydas on the type of people high-growth companies seek. (11:02)Cromydas: “Companies and large organizations really need to rethink what types of things they're offering talent in the digital community.” (14:59)The cultural shift necessary in bringing the spirit of entrepreneurship to big companies. (19:34)Cromydas: “I love the idea of a give-first mentality.” (22:55)Do you hear that? Cromydas on the power of the customer's voice. (34:01)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

During the Adobe Summit, Alan had the opportunity to sit down with Donna Tuths, global head at Cognizant Interactive. Equal parts disruptor, pioneer and, innovator, Tuths also spent time at Accenture, Ogilvy & Mather, Organic, and Y&R Wunderman prior to her arrival at Cognizant.During her conversation with Alan, Tuths talks about her focus on helping clients make the shift from marketing to experience as part of her role in driving solutions at Cognizant Interactive. They also discuss the changing face of creativity, her company's focus on strategy and design, and why Cognizant Interactive found itself making movies on location at the Summit along with their content experts, Mustache.Highlights from this Marketing Today conversation include:Cognizant Interactive believes you need humans to understand humans. (:29)Tuths explains the Cognizant operating model. (2:26)Lights! Camera! Action! Cognizant Interactive's Hollywood treatment at Adobe Summit provides a deeper understanding of their capabilities. (3:56)An eye on the future: Tuths talks about delivering on “living” experiences. (9:17)Tuths on what creativity looks like today. (13:41)Tuths discusses motherhood and her career. (16:32)A bit of both: Tuths finds peace in the design of her home — and a little frustration, too. (19:52)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As chief product officer at Dun and Bradstreet, Anudit Vikram oversees the company's audience solutions business that utilizes the more than 300 million offline business records in its database for digital marketing and online advertising use cases. As part of building this product for Dun and Bradstreet, he is responsible for overseeing the company's data-driven audience targeting, deterministic data, and verification of audiences in programmatic advertising. Prior to joining Dun and Bradstreet, Vikram spent time at Merkle, nPario, Yahoo and Microsoft, among others. During this episode of Marketing Today, Vikram talks about the nuance behind the numbers in the offerings of Dun and Bradstreet, the issues of privacy and data protection, as well as how, on a personal level, he tries to never get too high or too low in keeping up with the pace of change.Highlights from this Marketing Today conversation include:Vikram talks about his role at Dun and Bradstreet and provides detail about the audience solutions business. (:29)Vikram discusses the simplest way of getting to intent and what sometimes gets missed in the process. (4:46)The implications of privacy and data protection for Dun and Bradstreet. (6:53)“It depends.” — Vikram's take on the not-so-simple task of bringing marketing and media functions in-house. (8:59)Vikram provides perspective on B2B marketers and the data economy. (13:03)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

 At the Adobe Summit, Alan sat down with Alan Schulman, managing director and chief creative officer at Deloitte Digital US. Schulman discusses Deloitte Digital's scope of capabilities and offerings: everything from a customer strategy and applied design capability to help clients imagine products and services they don't have but might need to designing and prototype building to its advertising and e-commerce offerings.In the course of their conversation, Schulman talked about the modern relationship between CMOs and CIOs (“The way you run marketing versus the way you engage the customer is really a team sport.”); the dawning of the age of AI; how being a jazz musician has informed his career as a creative leader; and the velocity of technological change and its impact on culture, content, and creativity. Highlights from this Marketing Today conversation include:Schulman details Deloitte Digital's considerable breadth of offerings. (:48)In tandem: How CMOs and CIOs now have to work together. (5:24)Siren song: the seduction period of AI and where creative fits in its world. (9:16)Ready for your solo? Schulman's jazz background informs how he builds creative teams. (13:17)Schulman talks about “content at the speed of culture.” (17:46)Schulman: “People say content is king. I say, context is king.” (21:14)Three key things for Schulman: purpose, point of view, and personality. (24:11)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

 At the Adobe Summit, Alan had the opportunity to talk with Kelly O'Neill and Bill Connolly of Monotype, a foundry that is home to some of the most-recognized fonts in the world, among them are Arial, Gill Sans, and New Times Roman. At Monotype, O'Neill is senior director of product management and Connolly is director of content.During this conversation, O'Neill and Connolly discuss Monotype's heritage, its evolution into a brand company, and the challenges and opportunities emerging technologies, VR and AR in particular, have provided. They also discuss their companies acquisition of Olapic and how that company aligns with them strategically.Highlights from this Marketing Today conversation include:The Monotype story: its history, its evolution into a brand company, and the challenges it faces in new environments. (:51)Monotype's strategic alignment with Olapic. (3:16)Monotype has its eye on AR and VR. (8:01)Connolly and O'Neill discuss advice they've received, their reliance on LinkedIn for information, and their love for the creative process and contagious passion. (12:24)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Marketing Today at the Adobe Summit in Las Vegas The 2019 Adobe Summit took place March 26–28 in Las Vegas, gathering everyone from advertisers, content managers, and analysts to marketers of all stripes: digital, social, e-commerce — you name it.Marketing Today was there for all three days of the conference, taking the opportunity to speak with attendees who discussed the companies they've created, led, or worked for, their takeaways and perspective on what they saw and heard at the conference, as well as more universal aspects of their life and career — sharing some of the best advice they've received and things they love and hate — or just really dislike.David Cancel – CEO and Founder at DriftDavid Cancel is the epitome of entrepreneurship. He has created companies like HubSpot, Performable, Ghostery, and Compete to bring hypergrowth products to market. Not only that, he is the Entrepreneur in Residence at Harvard Business School and has been featured in The New York Times, Fortune, Wired, and Fast Company.He is presently the founder and CEO of Drift, the world's first conversational marketing and sales platform. During his discussion with Alan, Cancel provides details on the Drift story — what it is, what it does, and what it provides — and he adds perspective on Drift's latest integration with Marketo, which was announced during the conference. To that end, he describes the use of Conversational ABM (account-based marketing), what the new level of partnership with Marketo will look and feel like, and how users will experience it.During the podcast, Cancel also touches on how Drift, like Cancel himself, embraces the unconventional. He also discusses his meta way of thinking, why he believes the best advice resides within ourselves, and his passion for seeking out people who are — you guessed it — passionate.Highlights from this Marketing Today conversation include:Cancel on Drift's capabilities, its partnership with Marketo, and Conversational ABM. (:56)The look and feel of Drift's integration with Marketo. (3:24)The idea behind Drift: “Now we need to focus on the buyer.” (7:49)Cancel on driving better engagement: “You have to start with your customer.” (10:47)Cancel talks about Drift's “Seeking Wisdom” podcast. (17:30)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

For this week's episode of “Marketing Today,” Alan talks with Alyson Griffin, vice president of global marketing at Intel, where she's recently taken the reins as global marketing lead for Intel's IoT Group. During the course of their conversation, Griffin talks about her decision to leave pharmacy school in something of a seismic career shift, her subsequent decision to leave HP after 17 years for an opportunity with Intel, and her advice for young marketers. The common thread that ties those elements together: change.As Griffin explains, “For young marketers, in general, I'd say that change is good. I love change, and some people don't, and I've always kind of scratched my head about that. Going into a different business unit or a different company or a different geography or even a different function…changing like that is really important — to be well-rounded, to get different experiences and different points of view.”And about change, Griffin goes on to add, “Don't be afraid of it. I've done it a lot in my career, changing, and I think it's just made me a better listener and a better leader.” Highlights from this week's “Marketing Today” podcast include:A funny thing happened on the way to becoming a pharmacist: Griffin talks about her decision to leave pharmacy school for a career in marketing. (1:34)An intriguing opportunity — after nearly 17 years at HP, Griffin left to build something at Intel. (5:19)Storytelling, Intel's business transformation, and the Great Wall of China. (7:43)Griffin's perspective on storytelling. (13:36)That's billion with a “B” — Intel's VR partnership with the Smithsonian. (18:48)Griffin discusses her new role at Intel leading their IoT Group. (22:47)Bringing teams closer together — Intel's reorganization saw the company combining sales and marketing. (26:43)Her mother's 43-year career at HP in Silicon Valley served as an inspiration to Griffin, leading her to believe that whatever it was, she could do it. (30:51)Griffin on striving to live a balanced life. (33:54)“I think marketers really have to think about tying their product to their brand and the purpose of the company as well as the ‘why' for the consumer.” (40:28)Other resources:VR Teaching LabsSupport the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan's guest is Jason Kint, CEO of Digital Content Next, a nonprofit trade organization that plays a strategic role working on behalf of digital content companies in managing direct relationships between consumers and marketers. In doing so, DCN provides research and advocacy in guiding established media companies, including The New York Times, NBC, Condé Nast, and ESPN, as well as digitally native organizations like Slate, Vox, and Business Insider.During the course of his discussion with Alan, Kint outlines DCN's premium digital advertising marketplace, TrustX, and he discusses the duopoly of Facebook and Google as well as the issue of trust — or lack thereof — when it comes to those two platforms.In talking about the state of affairs in the digital realm regarding privacy practices and their impact on consumer trust, Kint says, “If you look at the data around user trust, in the digital environment and digital advertising, whether it be banners and buttons or on mobile or any format, it's really, really low relative to television and magazines or any other format. ‘Why is that?' Because consumers have never gotten comfortable with the way the digital advertising experience works, and this idea that they're being tracked across the web only makes that worse.” Kint goes on to add, “And so it's something, as an industry, we have to solve for.”Highlights from this week's “Marketing Today” podcast include:Kint describes the career path that led him to Digital Content Next, and he provides an overview of DCN and its focus on premium publishers. (1:49)The great wall of Facebook and Google: Kint discusses the duopoly's impact on content creators. (4:40)Kint's take on today's publishing models — and what those models might look like in the future. (8:50)What happens when billionaires buy media companies. (12:02)DCN's stance on privacy practices. (15:55)Kint on DCN's subsidiary, TrustX, and what it offers — “That's exactly what TrustX is focused on: One hundred percent transparency, you know where your ads run, and you know where your money is going.” (19:47)Kint: “The pressure and the discussion around journalism and the press, and protecting it as an institution, has fueled me even more so in the last couple of years.” (29:27)Kint talks about veteran Filipino journalist, Maria Ressa, and the online news platform, Rappler, she co-founded with three other female journalists. Ressa was among the journalists honored collectively as Time magazine's Person of the Year for 2018. (30:44)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Stephanie Swingle, chief marketing officer for Mizzen + Main, a company with a new way of making and marketing men's shirts. Swingle made the move from consulting early in her career to working in CPG for Pepsi with a stop in between to earn an MBA from Harvard. After almost five years at Pepsi, she made the leap to the D2C disruptor, Mizzen + Main.In talking about brands like Mizzen + Main pushing back on the Amazon Effect and the company's ubiquitous endless shelf, Swingle says, “There's going to be higher expectations from consumers for things that they consider differentiated or premium. And part of that comes from the increasing standards of transparency and trust. And I think that's a really exciting place to play, when you can be differentiated on product and experience, and just building something that means so much to the consumer and creates that positive value through the strong experience that you're providing.”Highlights from this week's “Marketing Today” podcast include:Swingle talks about her passion for consumer psychology, her background, and her journey from Big CPG to challenger brand. (1:32)The Mizzen + Main founder's story is relatable and meshes with their D2C identity. (5:38)Acquisition efficiency and brand experience: Swingle on Mizzen + Main's move to brick and mortar. (9:32)“I certainly believe that the case to be made for brick and mortar happens earlier in this day than it did probably five years ago.” (15:24)I'm not laughing, you're laughing: Swingle discusses Mizzen + Main's “Textile Dysfunction” campaign. (17:20)“This commercial was a stretch.” — Mizzen + Main's relationship with PGA legend Phil Mickelson. (19:58)What's next for Mizzen + Main? They're not telling. (26:24)“Taking risks in the right way.” (31:03)“I'm a card-carrying nerd.” — Swingle reveals what has driven her career. (32:02)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with David Rubin, chief marketing officer at The New York Times.With perhaps a somewhat unexpected career beginning for a marketer — right after college he spent two years working on Capitol Hill for a Milwaukee congressman and two years in the Treasury Department during the Clinton administration — Rubin subsequently received an MBA from the Wharton School before joining Unilever. During his 13 years at Unilever, Rubin worked in brand building, helping launch Axe body spray and leading the turnaround of their U.S. Hair division. After that, he spent two years at Pinterest as their head of global brand before joining The Times.During the podcast, Rubin discusses how being a product of the Baltimore public school system shaped the way he builds teams, the Fake News phenomenon, the recent TV-focused work he's overseen in marketing The New York Times, and the paper's shift from an advertising-based business model to one that is subscription-first, and how those two aspects coexist differently now.“What we find is that the more we grow our consumer base and connection with the end user,” says Rubin, “the better our ad business gets. And that may be counterintuitive, but they come together. Ultimately, what advertisers want is a deeply engaged audience that they can sell their message to in appropriate ways. And The Times has that and has that more than it's ever had. And so, we see the two things as actually more synergistic from a business-model perspective, and that having the consumer-subscription-first mindset lifts all boats.”Highlights from this week's “Marketing Today” podcast include: From Capitol Hill and the Clinton administration to Unilever, Pinterest, and The New York Times, all the roles Rubin has held were meant to create mass impact. (1:20)Rubin talks about the TV spot that launched The New York Times campaign, “The Truth Is Hard." (5:40)“Quality reporting really does matter” — Rubin discusses the impact of the Fake News phenomenon. (11:22)“He said. She said.” Rubin reflects upon the NYT's first extension of “The Truth Is Hard” campaign: “The Truth Has a Voice.” (14:13)Raising the bar each time: The New York Times unveils a more overt message with “The Truth Is Worth It.” (16:59)From advertising-based to subscription-first: the evolution of The New York Times business model. (24:19)Rubin talks cooking and crossword puzzles. (26:37)“Journalism happens in real time, and it's messy.” (29:29)“We seek the truth, and we help people understand the world.” (32:00)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of "Marketing Today," Alan talks with Michael Platt, who is the James S. Riepe University Professor at the University of Pennsylvania. He also holds three professorships there: in marketing at the Wharton School; in neuroscience at the Perelman School of Medicine; and in psychology at the university's School of Arts and Sciences. In addition, he is the director of the Wharton Neuroscience Initiative.In the course of their discussion, Pratt talks at length about an article he co-authored with Leslie Zane, "Cracking the Code on Brand Growth," as well as a yet-to-be-published study regarding people's feelings about and affinities for their smartphones and how that relates to brand choice and loyalty.He also touches on the risks big brands face in not innovating, the even greater impact neuroscience will have in the future on marketing, advertising and design, and, last but not least, how his polymathic ways fuel his passion. "I'm very passionate about what I do; I'm very passionate about connecting all these disciplines," says Platt. "One of the things that drew me to Wharton and Penn, however, which is new in terms of opportunity, is really making the science applicable, making it useful for people — whether they're in business or in society in general. How can we take all of what we're doing here in the academy and in the sciences and translate it and make it accessible, so people understand it, so they're interested in it? And actually give them tools to reach their own kind of peak performance and ultimately enhance their own well-being."Highlights from this week's “Marketing Today” podcast include: From anthropology to neuroscience, Platt discusses his background and how he is “trying to understand how our brains decide.” (1:31)Marketing, neuroscience, and psychology: Platt on his multidisciplinary balancing act. (7:14)“Cracking the Code on Brand Growth” — Platt talks about the article (and podcast) he collaborated on with Leslie Zane. (9:15)Platt elaborates on a relational hypothesis of branding. (12:51)Platt defines and explains just what a “connectome” is, and he discusses the Human Connectome Project and its implications for marketers. (20:38)“In some cases, neuroscience will provide better return on investment than you get if you're just using survey and self-report techniques.” (31:22)Don't be a dopamine: Platt explains how Dollar Shave Club's innovative approach gave consumers' brains a jolt. (33:46)Platt's ability to move among different disciplines dates back to his high school days. (40:47)The future of marketing and its connection to neuroscience. (46:28) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on "Marketing Today," Alan talks with Steve Lucas, the former CEO of Marketo, which was acquired by Adobe in 2018. Now, Lucas is senior vice president of digital experience with Adobe as he continues to lead Marketo as an Adobe company. In addition, Lucas is the author of "Engage to Win: A Blueprint for Success in the Engagement Economy." In talking about the Engagement Economy, Lucas details the importance of attention and how it is expended. "In particular, attention is absolutely a currency in the Engagement Economy," says Lucas. "Because people, now more than ever, have a finite amount of attention to spend. No matter what you do – even if you never slept – you only have 24 hours of attention. It is a finite resource that we, as humans, have. So we have to carefully choose where we apply our attention." Lucas goes on to add, "And it is not just a belief, it’s an unequivocal assertion on my part, that people will spend that currency of attention on companies and brands that they believe align with their values." Alan will be attending the Adobe Summit, along with Steve Lucas, March 26-28 in Las Vegas, NV. Please reach out as they both would love to hear from listeners. Highlights from this week’s "Marketing Today" podcast include: Lucas traces the arc of his career and discusses his penchant for risk. (1:44) Lucas talks about his new role at Adobe in the wake of the Marketo acquisition. (4:37) "Engage to Win" – Lucas on the driving force and motivation behind writing his book. (6:10) "A value-driven interaction over an extended period of time." – Lucas reveals how he thinks about and defines engagement. (9:26) For Lucas, attention is valuable currency in the Engagement Economy. (13:19) Planting the flag: Lucas explains his passion for engagement. (15:16) Lucas talks about service marketing. (23:18) A diagnosis of Type-1 diabetes at the age of 24 was a defining and transformative experience for Lucas. (34:31) Not waiting his turn: Lucas has a deep and burning desire to make a difference. (39:37) "Nothing’s ever perfect." – Why Lucas wishes he’d taken more risks earlier in his career. (43:51) The future of marketing: Lucas talks about what’s already here and what’s right around the corner. (48:59) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on "Marketing Today," Alan talks with Jan-Benedict Steenkamp, who is the C. Knox Massey Distinguished Professor of Marketing at the University of North Carolina at Chapel Hill, where he has taught for 13 years. This is an encore performance on “Marketing Today” for Steenkamp. In Episode 40, he provided a master class in global branding.This time on the show, Steenkamp discusses his latest book, “Retail Disruptors: The Spectacular Rise and Impact of Hard Discounters,” which he co-authored with Laurens Sloot. Steenkamp describes the retail war taking place on the U.S. grocery landscape, where we're seeing insurgents like German chains Aldi and Lidl, as well as Trader Joe's, swooping in to take share from established U.S. grocers, particularly regional players. During the podcast, Steenkamp also touches on such topics as private labels, corporate social responsibility, and the future of Tesla.Highlights from this week's "Marketing Today" podcast include:Steenkamp discusses his motivation in writing “Retail Disruptors: The Spectacular Rise and Impact of Hard Discounters.” (1:58)Steenkamp talks about hard discounters among grocery retailers and how, while it might be counterintuitive, their smaller size and smaller selection actually leads to increased purchases and greater satisfaction for customers. (3:43)Steenkamp defines the threat for U.S. grocery retailers from formidable hard discounters like Aldi and Lidl. Examples of those at risk: regional supermarket chains such as Food Lion and Harris Teeter. (9:54)Squeezing the soupy middle: Steenkamp points out how U.S. grocery retailers are facing competition from above and below. (14:43)As the retail landscape shakes out, Steenkamp weighs the impact of Amazon on national brands. (17:19)A conversation while working as a consultant two decades ago sparked Steenkamp's interest in private labels and hard discounters. (22:55)Steenkamp reveals why he wishes he had studied French, Spanish, and Mandarin. (25:24)Steenkamp describes how the continuing focus on corporate social responsibility has been spurred on by a new generation of consumers. (27:36)Steenkamp's take on the future of Tesla. (32:56)  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Andrew Konya, CEO of Remesh, a company he co-founded in 2014 with the mission to create a technology that could truly represent the will of the people and amplify their collective voice. In that pursuit, Remesh uses AI to enable brands to engage with their audience quickly and more deeply to generate actionable insights, and, during the podcast, Konya is quite illustrative in discussing the methodologies that help Remesh accomplish that.In the course of their conversation, Konya again and again returns to something both he and his company value above all else: the truth. “It has become my obsession and now our company's obsession,” says Konya “to evaluate everything we do by this one simple question: ‘Does building this bring our customers closer to the truth?'"Highlights from this week's “Marketing Today” podcast include:From the laboratory to the boardroom: Konya talks about his background as a physicist and how an argument between two of his friends led to the creation of Remesh. (1:16)Why qualitative research? “Because it was the only thing that got to the truth.” (6:02)Konya on the state of Remesh today. (7:09)An epidemic of loneliness in Cornwall, England: A solution to a real-world problem illustrates how Remesh works. (8:57)Remesh in the world of marketing and advertising. (12:27)Konya's analytics journey. (15:04)Konya discusses truths he's uncovered along the way with Remesh. (18:07)Two constellations of experience: an obsessive pursuit of the truth and an appreciation for the power of collaboration. (27:21)It's no surprise that Konya believes in and keeps a close eye on the Center for Social Media Responsibility, the Thoughtful Technology Project, and org. (32:57)Konya's optimism: “I think the future of marketing is going to evolve to look a lot like just telling the truth to consumers.” (34:45)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Jason Jedlinski, senior vice president and head of consumer products for Gannett and the USA Today Network.Prior to joining Gannett and USA Today, Jedlinski spent seven years with the Tribune Company as well as serving a brief stint in the world of ad tech. In his current role, he is responsible for everything the consumer sees from Gannett and the USA Today brands.During the course of their discussion, Jedlinski addressed a number of topics, including his take on the monetization of content, the evolution of digital advertising, and what he means when he talks about the “atomization of content.”In speaking about the atomization of content, Jedlinski points out ways Gannett and USA Today endeavor to reach consumers with content they're curious about and can use. Not only that, he points out how the interactions consumers have with the content make it that much more vital. “It's really thinking about how we can leverage the information we gather, and the expertise we have, and democratize it and make it accessible as broadly as possible,” says Jelinski. “And how we bring the wisdom of the crowd in to augment that and make it better and help point us to stories that should be told.”He goes on to add, “Just as we're breaking up this content into these molecular elements, we also need to find ways to get feedback loops with the people reading and consuming and interacting with that content to further make it relevant." Highlights from this week's “Marketing Today” podcast include:Jedlinski's career started in TV news before undergoing a metamorphosis, where a redefined role led him into the world of digital content and consumer products. (1:23)“Our go-to-market name for Gannett” — Jedlinski talks about the USA Today Network. (4:38)“It's a winner-take-all dynamic” — Jedlinski explains the “atomization of content.” (6:36)Jedlinski reveals his thinking on creating and organizing content. (9:50)Leveraging location and building stories in different ways. (12:25)Voice as the accelerator of change. (15:39)Jedlinski on the monetization of content. (21:12)Journalism in his blood: Jedlinski actually started a newspaper when he was in grade school. (28:08)Jedlinski is proudest of his mentoring efforts to help people learn and develop. (29:41)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Jill Baskin, CMO at the Hershey Company, where she's been for just over a year now. Previously, Baskin spent 20 years on the agency side before moving to the client side, joining Mondelēz International. There, she worked on brands like Oreo, Halls, Chips Ahoy! and Cadbury Chocolate.During the course of their discussion, Baskin talks about the reorganization at Hershey and her development of a small but nimble and effective in-house creative agency. And she also discusses the recent campaign work, “Heartwarming the World,” for the Hershey brand itself, what it's like to work with nontraditional partners, and her views on the future of the agency model.Baskin also talked about the impact creating Hershey's in-house agency has had on people at the company and their partners. “It brings an air of magic to brand management,” says Baskin. “It is so great for the organization. People are so excited by this, and so excited by being more hands-on and more direct and quicker. And for my brand partners, it lets them see the ‘making of the sausage,' which, I think, is not a bad thing.” Highlights from this week's “Marketing Today” podcast include: From selling ads in the Yellow Pages to Hershey Company CMO: Baskin on how she got started and the transitions in her career along the way. (1:29)Baskin's focus on reorganization at Hershey: “I saw it as my job to bring everyone together in service of the brands.” (3:24)Baskin's take on how an in-house agency should work. (5:03)Baskin talks about the ways her in-house agency has been able to move quickly, capitalize on the moment, and connect with consumers. (10:37)Hershey's creative collaboration with nontraditional partners. (14:19)“Heartwarming the World” — Baskin talks about new work for Hershey that is “really right for the brand.” (18:46)Hershey, Mustafa and Ahmad, and the inimitable Bob Williams. (21:05)Baskin's high school debating experience has had a lasting impact on her career: “I swear, I've taken it to every job since.” (27:33)Baskin on the future of marketing: “I think that we're going to start buying ideas and not whole teams of people.” (33:17) Links to mentioned resources:WestJet 2013 ad: https://youtu.be/zIEIvi2MuEkTenor GIFs examples: https://tenor.com/search/resees-gifsNashville Reese's Super Fan: https://www.tennessean.com/story/news/2018/12/04/reeses-car-nashville-billboard-search/2209258002/ Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's “Marketing Today,” is an untraditional episode, but it's packed with insight, humor, compassion, and, yes, a marketing lesson or two. Alan sat down to talk with Cal Fussman, journalist, best-selling author, and writer at large for Esquire — where he has served as lead interviewer for the magazine's notable “What I've Learned” series. During the course of his career, he has interviewed and written about famous people from Jimmy Carter, Mikhail Gorbachev, and Ted Kennedy to Jack Welch, Al Pacino, and Muhammad Ali, as well as countless others. His personal essay, “Cocktails Before the Collapse,” written about his time as a sommelier at Windows on the World, the restaurant that sat perched atop the World Trade Center, won a James Beard Foundation Award in 2012.During the course of their conversation, Fussman touches on many of the powerful experiences and pivotal moments that shaped his life and career. But, perhaps most notably, it was his decision as a second-grader to pick up a pencil, write a letter, lick a stamp, and toss an envelope in a mailbox during one of the darkest times in American history that revealed to him the power of a great question: “I knew, at that time, that a good question could get you to the most powerful person on Earth, and it has guided my life ever since.”Highlights from this week's “Marketing Today” podcast include:A letter sent to a U.S. president in a time of national tragedy set the course for Fussman's career. (1:37)Raise your hand: Fussman discusses how our childhood curiosity becomes tempered. (3:53)“I'm prepared to improvise.” — Fussman stores questions in his head like a jukebox; he just has to press play. (17:42)“There‘s a great marketing story.” Fussman talks about the time Jack Welch took him to lunch. (30:59)Breaking down the wall between journalism and marketing. (45:10)“Everything that I felt no good at, I've had to somehow master.” (52:24)“I've got a baby in the palm of my hand.” — Fussman describes his experience speaking at a hospital. (55:34)Fussman is still particular about the way he markets himself. (1:02:17)Eureka! Alan and Cal discover “Fussman's gold.” (1:07:56)**Let Your Voice Be Heard**“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!Links to find Cal online:https://www.calfussman.com/https://twitter.com/calfussmanhttps://www.linkedin.com/in/calfussman/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Siddarth Taparia, senior vice president and head of marketing transformation at SAP, where his duties include overseeing partner marketing and strategic transformation.During the course of their discussion, Taparia talks about his 13-year career at SAP, including his transition to marketing. He also discusses the efforts by SAP to transform their brand — both internally and for its clients. In talking about that transformation, Taparia said, “I firmly believe that transformation starts and is successful with people. Everything else is an ingredient. But the thing that really makes it work is that the people have to transform — there has to be a transformational mindset.”He later added, “Any type of brand transformation is driven by how your customers perceive you, what they think about you, and how they champion your products and solutions.”Highlights from this week's “Marketing Today” podcast include:Taparia discusses his background and his career and transition to marketing at SAP. (1:19)How SAP tells its story in the marketplace. (3:53)The genesis of SAP's brand transformation. (5:33)Making the consumer journey fundamentally better. (10:09)SAP and the customer experience: “We are looking at the future of customer experience and that future is being built right in front of our eyes.” (15:36)Taparia is focusing on things that bring people together as well as being a role model for his two daughters. (19:49)Disruption, dynamic change, and a reckoning regarding the use of personal data: Taparia's take on the future of marketing. (23:39)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Ryan Bonnici, chief marketing officer for G2 Crowd. A self-admitted unconventional thinker, Bonnici started his career in an unconventional way — as an international flight attendant. But Bonnici used his time in the air to talk with the executives in first class and gain an understanding of the way they think. More importantly, a connection he made provided him with a conventional opportunity: a job at Microsoft.In addition to Microsoft, Bonnici has worked for companies like ExactTarget, Salesforce, HubSpot, and now with G2 Crowd. In this freewheeling and frank conversation, Bonnici reveals some of the decisions he's made — that have paid off big — and the thinking behind them. And like a lot of successful marketers, Bonnici believes in taking chances, even if you don't always succeed: “The best way to learn,” say Bonnici, “is just to do and to fail — and to learn from that.” Highlights from this week's “Marketing Today” podcast include:Bonnici discusses his background and career path. (1:15)Bonnici says G2 Crowd thinks of itself as the world's largest business commerce marketplace. (6:16)“A philosophy of attraction” — Bonnici's thoughts on inbound marketing. (7:31) How Bonnici turned $6K into $64 million for HubSpot. (10:08)“A little bit naughty, a little bit defiant.” Bonnici reveals his thinking on selling ideas in. (16:22)What Bonnici is up to now at G2 Crowd. (21:19)Bonnici on the divide between brand-building and performance marketing. (24:04)Pay attention when hiring and provide specific and detailed feedback: Bonnici on his approach to team-building. (26:29)“An extroverted introvert” — Being bullied as a child gave Bonnici “serious motivation” to succeed. (36:22)From fitness and project management to travel and meditation — Bonnici reveals some of the brands he admires. (39:32) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

“Marketing Today with Alan Hart” once again comes to you from Brooklyn, where it was recorded during the Incite Group's Brand Marketing Summit, which took place in October of 2018. This week's episode features a conversation with Kristi Argyilan, who is a senior VP with Target, where she is in charge of media, guest relations, and measurement. She also leads strategic partnerships with media companies like Google, Facebook, Pinterest, and NBCUniversal as well as with Target's agency partners Mother, Deutsch LA, GroupM's Essence, among others.During the course of the podcast, Argyilan kept returning to the importance of the relationship Target is fostering with Gen Z, which includes partnerships with influencers, the creation and use of video in social media, and members of Gen Z pitching business ideas to Target through its incubator program. “We're really leaning in on this idea of marketing becoming commerce,” says Argyilan. And we're pushing that technology in whatever way we can.” She goes on to add: “This blurring of marketing and commerce, I think, is super interesting.”Highlights from this week's “Marketing Today” podcast include:Argyilan on Target's massive presence in American shopping and the ways the company relates to different generations of shoppers. (1:29)The new rules of marketing engagement: Target pulls in Gen Z influencers using its creation of Crush Con. (3:01)Argyilan identifies how Gen Z is different across the board: culturally, geographically, economically, and technologically. (5:20)Heyday, Original Use, and Wild Fable: Target is launching brands with and for Gen Z. (6:16)Target and @targettag: Using influencer-created video content to connect with Gen Z. (8:18)Balancing Target's traditional advertising with video content for a younger generation: The “Tar-zhay” moniker lives on. (10:32)The idea of marketing becoming commerce. — Target's incubator program invites Gen Z to pitch business ideas. (13:28)“We do us.” — Argyilan on how Target competes with the online onslaught of Amazon. (14:49)Target's ethos of inclusivity has helped them appeal to different generations without alienating any of them. (20:33)Target's Math & Magic: “We're constantly having to make sure that our machines don't take over where the humans need to be.”  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week finds “Marketing Today” on the road again. This time the destination was Brooklyn and the Incite Group's Brand Marketing Summit, where Alan Hart moderated a track — Customer Understanding and Personalized Experiences — and took the opportunity to talk with some of the marketers there about their brands: what was top of mind for them, key insights they had about the Brand Marketing Summit, and their thoughts on the customer journey and experience. They also talked about sources they turned to for information, the best pieces of advice they've received, and even things they love and hate. The four marketers Alan spoke with are:Michael Blash, chief commercial officer at Ink BenchAlegra O'Hare, VP of global brand communications at adidasCasey Hall, former director of social media at Thompson ReutersAbinav Varma, president and CEO at UNIBEESHighlights from this week's “Marketing Today” podcast include:Michael Blash describes Ink Bench as a company that is “built on active creative collaboration that delivers powerful brain control.” In the process, it helps companies deal with the very real struggle of creating value in the digital supply chain by being better at getting content created, managed, and produced. He also notes, “If you can make a customer a fanatic, you have a customer for life.” Lastly, Blash revealed he has a love/hate relationship with pizza. (1:20)Alegra O'Hare seemed to think in couplets, of sorts. In discussing what is top of mind for her at adidas, she pointed out two challenges: (1) continuing to challenge the status quo, and (2) balancing brand and KPI. Her take on the customer journey/experience found her thinking about (1) ways to be more surgical with the deliverables they create for campaigns and (2) coordinating between lead agencies and highly skilled specialty shops they partner with. She also revealed two pieces of advice she lives by: (1) do something every day that scares you, and (2) take your time in hiring people. (6:41)Casey Hall talked about how Thompson Reuters was a big believer in creating employee advocacy for its brand — they seek to use Thompson Reuters employees to humanize the brand and get their brand story out there in a way that is difficult to do through branded channels. As for advice that Hall lives by, he says “find a way to do something you want to do and don't wait for permission.” (10:30)Abinav Varma discussed UNIBEES' main offering — a mobile app that helps college students find free food(!), special events, and giveaways on campus. In talking about the UNIBEES app, Varma revealed that increasing student engagement is constantly top of mind for his company, something they seem to be succeeding at judging by the stickiness they're seeing as a result of added features they've introduced. He also noted, somewhat tongue-in-cheek, that Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” it's déjà vu all over again. Bob Hoffman, The Ad Contrarian, returns for his third visit on the podcast. Bob and Alan can't decide if it's a case of the third time being a charm or if it's three strikes and you're out. In any case, it's a treat for the listener because Hoffman is, as always, blunt, profane, and hilarious —and he takes no prisoners.During the course of his conversation with Alan, Hoffman talks about the state of advertising as he sees it, his recent contribution to “Eat Your Greens,” published by the APG as part of their 50 Years of Planning celebration, his take on Facebook, and his new book, “Laughing@Advertising.” The book is a compilation of articles from Hoffman's blog, The Ad Contrarian, and Hoffman describes it as “the silliest, most injudicious and, perhaps, irresponsible marketing book you've ever read.”But we all know that really means the book is filled in equal measure with incisive analysis and barbed wit coupled with Hoffman's trademark shoot from the lip approach. Or as he likes to say, “I look at my job as being subversive. I think the industry needs some subversive voices who are willing to challenge the aristocrats.”Highlights from this week's “Marketing Today” podcast include:Hoffman on why this book, “Laughing@Advertising,” and why now. (4:56)Advertising's Final Solution. (8:38)Just in time for the holidays: Hoffman's philosophy of gift-giving. (15:05)Hoffman on Facebook's new CMO: “I think that's the worst job in the world.” (17:28)Hoffman's perspective on the ANA. (19:52)The most absurd thing Hoffman's thinking about right now: What if Martin Sorrel bought back WPP? (25:58)Hoffman still reads newspapers — in print. (26:52)Missed opportunity: The advertising industry is missing out by not marketing to people over 50. (28:36)**Let Your Voice Be Heard**“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with George Hammer, chief content officer at IBM. In his conversation with Alan, Hammer discusses current trends in content creation as well as his vision for the way IBM operates in the creative realm and how it has changed “business as usual” at IBM.Hammer talks about the current trend we're seeing of so many companies bringing create in-house and how the content creation model at IBM — “IBM Originals” — is different. “I believe that we can actually do better,” says Hammer. “And so, for me, no — we're not building an in-house agency. And I think if you just simply think about that, you're missing the opportunity to do something bigger and greater. And there are all sorts of opportunities that are unlocked when you have an IBMer sitting next to an IBMer working together to make something.”At the same time, Hammer recognizes what outside talent can add to the IBM mix: “There is a great purpose and role all of these external agencies and media companies can play from a talent perspective that will make them not just relevant but essential to a brand's success.” Hammer also notes, “We are diverse in our creation model because we allow the idea and the talent to dictate which way we go.”Highlights from this week's “Marketing Today” podcast include: Hammer talks about his background and how his experience prior to arriving at IBM impacts the way he operates. (1:16)Hammer's first 100 days at IBM. (8:16)“In the end, every touch point we have with an audience is an impression. (11:00)Hammer's pivot from content marketing to content directing. (13:07)Hammer on creating an ecosystem of external creative partners: “We're always looking for the best person.” (15:24)The IBM mantra of “make less, matter more.” (17:01)Making a great place for creators and better content for people. (19:53)Evolving the content craft: IBM's Content Cantina. (22:04)Hammer discusses his experience serving on the ANA's CMO Growth Council. (24:46)How improv training and performance changed Hammer's perception of winning. (27:26)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's episode of “Marketing Today,” finds Alan talking with Kim Wijkstrom, CMO for OneMain Financial. In his role there, Wijkstrom is responsible for development and execution of the company's brand marketing, and he has overseen OneMain Financial's first-ever brand campaign: “Lending Done Human.”During the course of his discussion with Alan, Wijkstrom talks at length about what led him to join OneMain Financial, his belief that the company provides a necessary and responsible service, and the company's new brand campaign. He also revisits his time at TBWA Chiat Day, where he worked on some of the world's most iconic brands, including Apple and Absolut Vodka.Working on Apple set the tone for Wijkstrom's career. “I don't think, at the time, I realized how lucky I was to be thrown into that situation,” says Wijkstrom. “It was more trying to absorb as much as possible from the moment and roll with it and make sure that we could deliver on the relationship.” He goes on to add, “It was one of the most fundamental learning episodes of my career in seeing how, again, the storytelling that comes with brand is key to a business strategy. And then determining what the strategy is has everything to do with the brand, and then brand becomes the story that explains it to the consumer.”   Highlights from this week's “Marketing Today” podcast include:Wijkstrom discusses the genesis of his career and his time at TBWA Chiat Day. (1:18)What Wijkstrom learned in his role as “cultural translator.” (6:49)“If you have a story to tell, it doesn't matter where you tell it.” (9:18)“OneMain Financial is the largest consumer financial services company in the U.S. that you've never heard about.” (10:47)Wijkstrom talks about the thinking behind OneMain Financial's “Lending Done Human” campaign. (15:42)The fully integrated “Lending Done Human” campaign has already changed perceptions of and established trust in OneMain Financial. (21:02)His life experiences have made Wijkstrom a cultural omnivore. (24:01)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Richard Shotton, author of the book, “The Choice Factory: 25 Behavioural Biases That Influence What We Buy,” which was published earlier this year.Shotton started in advertising as a media planner, working on brands such as Coke and Lexus, before becoming inspired by the idea of applying behavioral psychology to business problems. Presently, he is head of behavioural science at Manning Gottleib OMD. In addition, he recently founded the consultancy, Astroten.During his conversation with Alan, Shotton outlines the thinking and methodology that went into writing his book. And he discusses just how much he relishes the freedom to conduct his own experiments to bear out his hypotheses. “What I have most loved is the freedom to go out and run a test to prove a point,' says Shotton, “not to have to rely on other people's findings. It's so easy to set up a psychological experiment. I find that really exciting and liberating — starting a project, not knowing if it's going to work or not, and then generally finding an interesting insight at the end that you can apply. I think that's what I find most exciting about the job.”Highlights from this week's “Marketing Today” podcast include:Shotton talks about why he wrote “The Choice Factory,” and how his fascination with people's motivations led to his career path. (1:17)Shotton discusses how he chose the 25 behavioral biases most relevant to advertising for his book. (9:15)“People or products that exhibit a flaw become more appealing.” — Shotton on his favorite bias: The Pratfall Effect. (11:48)Shotton outlines two key elements of the Fundamental Attribution Error. (14:23)The Negative Social Proof. (19:00)Our expectations influence how we feel about what we experience: Shotton explains the Expectancy Theory. (23:47)In examining consumer behavior, Shotton was surprised to learn people are much more likely to make major life decisions when their age ends in the number 9. ‘9-enders,' they're called. (27:57)Shotton is drawn to “creative minds in action,” be they academics, authors, creatives, or people he follows on Twitter. (31:47)Shotton: “I think marketers massively overestimate how much people genuinely change.” (32:53) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Dave Knox, marketer, consultant, and author. His book, “Predicting the Turn: The High Stakes Game of Business Between Startups and Blue Chips,” was an Atticus Awards Grand Prix winner in 2017.Knox has worked for Proctor & Gamble and was chief marketing officer at Rockfish. Now, he is co-founder of The Brandery, a startup accelerator, and co-founder and managing partner at Vine St. Ventures, a seed venture capital fund.During his conversation with Alan, Knox pointed out one reason why a lot of big companies struggle with innovation: “A CEO used to be rewarded for the five-year vision of how they were going to grow the company,” says Knox. “And today they're being measured whether they hit a quarterly number or not. And that's a really dangerous kind of short-term thinking that I think is stifling innovation in a lot of different ways.”Highlights from this week's “Marketing Today” podcast include:Knox talks about his background and why he wrote “Predicting the Turn.” (1:16)Innovation: A big business problem or widespread disruption opportunity? Short answer: It's both. (4:47)A focus on quarterly earnings hampers the ability of big companies to innovate. (7:17)“Just because you're big doesn't mean you can't move fast.” (9:32)Two watch-outs in prospective partnerships between big companies and startups. (11:53)In the world of venture capitalists, entrepreneurs, and startups, relationships are key. (19:38)Advice from a record company executive led to the way Knox's career unfolded. (23:08)Fatherhood grounded Knox with a sense of balance. (25:26)Knox: “The future of marketing is going to be much more about total customer experience.” (29:03)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's “Marketing Today” features a very special guest. Alan talks with Seth Godin, author of 18 best-selling books, including “Free Prize Inside,” “Purple Cow,” and “The Dip.” And now he's written a new one: “This Is Marketing: You Can't Be Seen Until You Learn to See.”In his conversation with Alan, Godin discusses his new book and what it's about: creating change and a modern way of thinking about marketing. Godin also touches on Nike and Colin Kaepernik, Brexit, and why, when trying to reach people, it's important not to try to transform them or get them to admit they're wrong, but simply to dance with them.And while he is a best-selling author and thought leader, Godin considers himself, first and foremost, a teacher. “I decided a bunch of years ago that I was a teacher,” says Godin. “And I decided that the best, most comfortable way for me to teach would be to notice things and try to explain them. And, if I do it well, people will say, ‘Well, of course.' And that's the goal — to uncover the obvious in a way that once people see it, they can't unsee it.”You can find excerpts from Godin's latest book and a video explaining why he wrote it here.Highlights from this week's “Marketing Today” podcast include:Godin on his new book: “Writing a book is painful. Publishing a book is even more painful.” (1:32)The tendency of marketers to race to the bottom. (3:22)Godin discusses the ways polarization manifests itself in society and how to think about it. (7:06)Focusing on what's easy to measure instead of focusing on what's important — Godin's take on capitalism and culture. (14:29)“Stories are more powerful than proof.” (19:36)From aerospace servotronic controls to ski bindings: Godin discusses how a chain of events when he was 14 years old led to the way he still builds his projects today. (27:13)Godin is fueled by seeing what happens when his work falls into the right hands. (32:04)Godin's response to people seeking the next big thing. (38:10)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” we revisit one of our earlier episodes. In it, Alan talks with Kim Whitler, an assistant professor in the marketing department at the University of Virginia's Darden School of Business. Prior to joining the world of academia, Whitler was head of marketing strategy at PetSmart and served as CMO for both Beazer Homes and David's Bridal. She's also written for Forbes on issues facing C-level marketing leaders today.During the course of their discussion, they talk at length about research Whitler was conducting at the time, the results of which were recently published in the Journal of Marketing in an article titled, “When and How Board Members with Marketing Experience Facilitate Firm Growth.” They also touched on how it's critical for a CMO to not only understand how their competencies should dovetail with their role, but also what their organization's expectations are for them. And lastly, she made this comment on what marketing means for companies seeking to grow: “In a world where growth is more challenged, marketing becomes more important. Because marketers are the engine for growth in the company.”Highlights from this week's “Marketing Today” podcast include: What is marketing performance and how do you measure it? (2:12)Whitler discusses the impact marketers have at the board level. (4:06)Historically, marketers have been underrepresented on boards. (6:29)Whitler gives her take on how a CMO's competencies should sync with their role. (9:51)On building a team: Whitler observes that some people's work ethic doesn't match their aspirations and expectations. (18:52)Whitler comments on where marketing is headed and what the CMO of the future will look like. (24:32)Whitler is fascinated with turnaround brands. (30:42)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Julie Eaton, vice president and general manager at Corian Design, a unit of DuPont. Eaton's 23-career at DuPont started in manufacturing and technology before evolving into roles in product leadership, first with Kevlar and now in her current position with Corian Design.During the course of her conversation with Alan, Eaton discussed the “new” DuPont, the challenges of launching a brand inside a larger company, and how she always strives to bring learning with her to every new role she takes on. And she talked about what it means for Corian Design to transition from product brand to master brand, “As we looked at where we were headed, we saw the possibility to be so much more,” said Eaton. “We are so proud to be a part of DuPont, which continues to stand for innovation and differentiated high-performing products that make a meaningful difference in the world.”And she added this about Corian Design's new direction, “Architects and designers and consumers create beautiful spaces that are healing, that are calm, that are tranquil, that are fun. And so our orientation is to be a part of that and facilitate that.”Highlights from this week's “Marketing Today” podcast include:Eaton talks about the “new” DuPont and her 23-year career there. (1:14)Living at the intersection of strategy and execution. (4:06)Leaning into marketing: Eaton on her current role at Corian Design. (6:08)With the launch of Corian Design in 2017, there has been a conscious shift from product brand to master brand. (8:03)Corian Design and DuPont: “Creating a new capability inside the company.” (10:47)Piloting, testing, learning, building: Eaton on efforts in China and India. (12:50)Eaton is fueled by her faith, her family…and, oh yeah, running marathons. (18:21)Eaton on her admiration for Lauren Bush's FEED, a company with products created to engage people in the fight against hunger. (19:17) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Scott Mueller, president at Shopchology, a shopper marketing and insights company. During the podcast, they discuss the “retail apocalypse” and challenge the popular notion that retail is dying, (hint: it's not dying — it's evolving), what modern retail means to both brands and retailers, and Mueller provides insight into the future of retail using real-world examples to make his point. They also talk about an article they collaborated on for Adweek that examines the ways brands can thrive in the rapidly evolving retail industry.In talking about ways brands can gain traction in that rapidly evolving landscape, Mueller outlines how authenticity is key in connecting with shoppers. “Experience, storytelling — they're everything. They're so important.” says Mueller. “They've always been important, but they're so crucial now — to getting that mix correct, that vibe correct. Defining and animating your story — who you are and why you deserve the time, the consideration, the dollars from that shopper. And that's important for both brands and retailers.” Mueller goes on to add, “You can't make it up. You can't do it in a way that doesn't have credibility, and it shouldn't feel forced. It should feel natural.”Highlights from this week's “Marketing Today” podcast include:Mueller worked on both the client side and agency side before focusing on shopper marketing. (1:21)Shifting sands: Mueller discusses how relationship between brands, retailers, and shoppers have changed over time and how shoppers are now the ones calling the shots. (3:09)Retail apocalypse? Mueller on the current state of retail. (5:12)Mueller's take on the different ways pop-ups work and what it means for marketers and brands. (12:17)Mueller talks about the Nordstrom “service center” in Hollywood and other retail experiments. (17:48)How brands — big and small — should tap into the evolving retail landscape. (23:02)Getting married and having children have made Mueller a better marketer. (28:29)Mueller loves working with the American Underground in Durham. (31:31)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This is part of a 3-part series of episodes from “Marketing Today”.  Host Alan Hart interviews John Thies, the CEO of both Email on Acid and Cause for Awareness (a non-profit).  In this interview, Alan and John discuss how to design better email experiences (from the subscriber's perspective).  They discuss common beginner mistakes, modern personalization options and other design considerations.Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!Highlights from this week's “Marketing Today” podcast include:1:07 – Introducing John Thies and Email on Acid3:27 – Discussing key elements of getting email “right” these days.5:50 – Discussing common mistakes.8:00 – What are other ways to personalize email?10:29 – What advice would you give your younger self?11:26 – Where do you go for information?11:58 – What's one thing you love/dispise?3 Key Points:Email on Acid shows previews across many devices and clients so that designs can be tweaked for reliable delivery.Accessibility and designing emails that will be interpreted correctly in accessibility devices is very important for maximizing an email campaign's reach.Beginners think (mistakenly) that email marketing is easy because sending basic emails is common. But, deliverability and telling a story are big challenges.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This is part of a 3-part series of episodes from “Marketing Today”.  Host Alan Hart interviews Molly Crawford, VP and Creative Director at Digitas Atlanta.  In this interview, Alan and Molly discuss strategies for conveying messaging across multiple marketing channels (email, web, social, etc.).  They discuss how to utilize modern personalization elements and ways to balance consistent messaging with the features and audience types for different channels.Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!Highlights from this week's “Marketing Today” podcast include:1:03 – Introducing Molly Crawford1:20 – How do you define cross-channel design2:00 – When is it done right?2:45 – What considerations should creatives be thinking about?4:20 – How do you balance consistency with each channel's unique features?5:35 – What are personalization tactics (in email) that work best?6:35 – What are pitfalls to be aware of?7:28 – What advice would you give your younger self?8:35 – What's your best (go-to) source of information?9:20 – What do you love/despise?3 Key Points:Cross-channel design is effective when customers have a consistent experience that drives engagement and builds loyalty.It is important to have a content strategy for different channels to define what each channel is doing to benefit the larger marketing message.Personalization is powerful, but we need to know where the line is between being helpful and invasive.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This is part of a 3-part series of episodes from “Marketing Today”.  Host Alan Hart interviews Craig Evans, Chief Creative Officer at Wunderman.  In this interview, Alan and Craig discuss the challenges related to modern creative departments as they deal with marketing across multiple, ever-changing channels and platforms.  They also discuss how AI is changing the world of marketing and the boundaries of personalization.Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!Highlights from this week's “Marketing Today” podcast include:1:12 – Introducing Craig Evans1:30 – What skills are necessary for cross-channel experience design?2:32 – How are changing technologies changing creative departments?5:20 – Discussing AI and Wunderman's approach to it8:20 – What are some email personalization tactics that work well?9:43 – What advice would Craig give his younger self?10:40 – What is your best (go-to) source of information today?11:40 – What is one thing you love/hate?3 Key Points:Modern creative departments need to bring together many, many skills – including data scientists, UX and developers (not just traditional designers).Creative ideas and strategies are more flexible and effective in the marketplace when they're informed by multiple disciplines (not just traditional designers).Technologies (and their influence on marketing) are changing rapidly and it's important to be an early-adopter and stay informed as technologies change.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan hosts two guests. Carrie Bienkowski is CMO with Peapod, the online grocery ordering and delivery service. Prior to her time with Peapod, Bienkowski was based in London as head of fashion for eBay, and, previous to that, she spent 10 years in marketing with Procter & Gamble. Vic Drabicky is the founder and CEO of January Digital, a digital marketing agency, consultancy, and analytics firm working with brands ranging from David's Bridal to Diane von Furstenberg, Oscar de la Renta, and Vineyard Vines. During the course of their conversation with Alan, Bienkowski and Drabicky reveal the thinking behind the ways they operate and the ways their companies work together. And the dynamic nature of this in-tandem podcast episode leads to greater insight as the Bienkowski and Drabicky build on each other's points.Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!Highlights from this week's “Marketing Today” podcast include:“Slightly older than the internet.” Bienkowski describes Peapod's origin and evolution. (1:57)Bienkowski talks about competition and how Peapod positions itself in the category. (5:12)Drabicky on how January Digital's strategy for Peapod helps it reach key customer segments. (9:40)Using highly targeted, highly specific media to make sure effectiveness outweighs cost. (11:40)Drabicky identifies trends: channels are getting expensive and consumers are getting more protective of their data. (13:25)Bienkowski: “If you're not testing, you're not really living.” (15:57)Bienkowski is a “modern nomad” — her peripatetic life has had an impact on the arc of her career. (27:14)Drabicky and Bienkowski weigh in on the future of marketing. (39:07)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Dawn Colossi, the new chief marketing officer at FocusVision. Colossi is a transformative marketer who has experience in the tech and B2B spaces, and she has also spent time in public relations and publishing. During the podcast, Colossi and Alan discuss at length her recent LinkedIn article, “My First 90 Days as a CMO.”In talking about her article, Colossi reveals her belief that it's an organization's people who power and deliver success. “If I've learned anything in my career and as a professional, it's that the people are really the most important thing of what you do,” says Colossi. “And if you don't have good, engaged, happy people, they're not going to share your passion, and you're never going to get where you're going.”Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions! Highlights from this week's “Marketing Today” podcast include:“Sometimes there's a plan you're not aware of.” Colossi traces the arc of her career. (1:37)From focus room setups to full-service research provider: Colossi discusses how FocusVision started and where it is today. (3:56)Colossi reveals what motivated her to write “My First 90 Days as a CMO.” (5:39)“It's a lack of clarity around what the role actually is.” Colossi on the short tenures prevalent in the CMO ranks. (9:16)Understanding the fundamentals: Building a system to generate results over time. (19:45)Establishing customer trust sometimes means providing solutions without selling product. (26:09)Technology has defined and enabled Colossi's career. (30:54)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this episode of “Marketing Today,” Alan speaks with Chris Moloney, chief marketing officer at TaxSlayer. Prior to joining TaxSlayer, Moloney served as CMO at CAN Capital and CEO at Gremlin Social, and he has held key roles at brands like Wells Fargo Advisors, Scottrade, and Experian.In this wide-ranging conversation, Moloney shares, among other things, how the original Apple Macintosh computer inspired a sensibility that led to his career in marketing and how the combination of his personal and business lives make him a more effective marketer.He also talks about how challenger brands can thrive in competition with more established rivals. “If you are a challenger brand,” says Moloney, “take advantage of the fact that bigger companies sometimes move a lot slower and have more bureaucracy, and it takes them a while to make decisions. If you can be nimbler and faster, you can take advantage of market trends much more quickly.”Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions!Highlights from this week's “Marketing Today” podcast include:Moloney talks about his background, what led him to marketing, and his career path. (1:23)Moloney reveals three lessons he's learned from his mentors. (8:03)Serving two markets well has led to transformational growth for TaxSlayer. (11:16)Advice for CMOs looking to drive growth: “You have to master the digital space first.” (11:56)Having fun in a category not known for fun: How TaxSlayer goes to market. (13:37)Moloney's perspective on creating content that works: “It's a balancing act.” (19:13)Moloney discusses how personal touchstones play an important role in his career. (22:58)Moloney on the future of marketing: “I think that marketing is going to have to evolve to really go down the path of understanding what emotions that you're evoking in people in a digital world.” (28:46)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Alex Withers, chief sales and marketing officer for InMotionNow, a creative workflow software platform that powers creative and marketing collaboration in the cloud. Withers is a seasoned digital technology marketing executive with previous experience working at Pepsi, ESPN, United States Golf Association, Financial Times, Sageworks, and LexisNexis.In his conversation with Alan, Withers discusses the value InMotionNow can bring to marketers, particularly its ability to minimize the amount of time creatives spend on administrative tasks, the importance of data, and his belief that marketers should not lose sight of the power of creativity. InMotionNow recently released the 2018 In-house Creative Management Report, which highlights key trends and challenges internal teams are experiencing. Withers addresses the trend we're seeing of companies bringing creative work in-house and the reasoning behind it: “I think that CMOs are enjoying having creative teams in-house that understand the brand, live the brand day in and day out,” says Withers. “Therefore, they can ramp faster, turn projects quicker. With an outside agency, often they have to bounce between accounts and value props, whereas your in-house team lives and breathes the value prop every day.” Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions! Highlights from this week's “Marketing Today” podcast include:Withers describes the InMotionNow offering and talks about his dual role with the company. (2:03)Withers on companies bringing creative work in-house: “It's undeniable…It's now a trend; it's not a single data point.” (4:56)“You need data in to create a data argument out.” (9:27)Withers talks about the year of the analytical creative: “What we're seeing is a shift toward creative leadership, at least, being more data-driven.” (11:01)“A perfect storm to create more.” Withers details the growing demand for creative content. (13:55)No wobbly wheels: Withers on the importance of the creative project intake. (17:20)Withers' advice for CMOs tackling creative challenges: “Pay attention to the creative organization…If we don't pay attention to the creative, we're really losing the roots that got us into marketing in the first place” (24:44)“The best thing that ever happened to marketing was the internet. And the worst thing that ever happened to marketing was the internet.” (30:28)Resources mentioned in Episode:2018 In-house Creative Management Report by InMotionNow and InSource: https://bit.ly/2MQkAn9Cora CGI, the CGI and AR technology to scale retail creative needs: https://cora.creativedrive.com/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talks with Jascha Kaykas-Wolff, chief marketing officer at Mozilla. Previously, Kaykas-Wolff served as CMO at BitTorrent and Mindjet, and he is the co-host of his own podcast, “This is Your Life in Silicon Valley.”In his conversation with Alan, Kaykas-Wolff touches on, among other things, trust, data and lean data practices, and what it means for a company to stand for something. Kaykas-Wolff points out that, in this age of data breaches and companies unwittingly sharing consumer information, lack of trust is at a crisis level. “In the U.S., trust is not just declining — it's crashing,” says Kaykas-Wolff. “In the last year, we've had almost a 20 percent decrease in trust, in the popularly informed public, in the U.S. alone. This is a crisis of confidence that the general population has in businesses.” Kaykas-Wolff went on to add, “We're not taking good care of our customers' data, and that impacts the trust that they have in us.” Highlights from this week's “Marketing Today” podcast include: Mozilla is more than just Firefox. It's an organization “fiercely focused” on maintaining an open and accessible internet. (1:52)Mozilla's products provide a unique way for them to go to market and allows them to develop a sophisticated brand strategy. (5:09)“Magic Growth Equations Don't Exist.” (7:07)A wake-up call for marketers: Kaykas-Wolff talks about “Conscience Choosers,” and the economic impact they have. (13:45)Kaykas-Wolff on how trust drives business results. (18:22)Mozilla's “privacy by design” encompasses four lean-data practices. (22:42)Marketing practices and media mix fuel Mozilla's nimble performance. (35:50)Kaykas-Wolff wants the people around him to be happy and successful. (45:58)Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions! Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week's podcast marks an encore presentation, of sorts. Alan talks with Peter Horst, who previously appeared in Episode 25 of “Marketing Today.” In this conversation with Alan, Horst discusses his new book, “Marketing in the #FakeNews Era: New Rules for a New Reality of Tribalism, Activism, and Loss of Trust.” Horst is the former CMO at The Hershey Company, and he has also served in marketing leadership roles at Capital One, General Mills, and TD Ameritrade, among others. Presently, he finds himself writing — in addition to his book, he's a Forbes contributor — as well as consulting, doing board advisory work, and engaging in public speaking.In his conversation with Alan, Horst addresses the difficulties marketers face in the present-day climate of fractiousness and polarization. “This atmosphere is really the result of a perfect storm of a bunch of forces that are creating a really challenging environment for brands,” says Horst. “The country is deeply polarized across any number of spectrums, whether it's political, socioeconomic, urban/rural, conservative/liberal — the middle has just fallen away. And along with that, there's been this loss of trust.”Highlights from this week's “Marketing Today” podcast include:Horst talks about the ”2.0 version” of his career. (1:31)Horst explains the impetus behind the writing of his new book. (2:18)Walking the walk: Horst on what brands should do before taking a stand. (7:10)From purpose to position: How brands should weigh risk versus relevance. (12:25)What the C-Suite should consider when it comes to taking a stand on issues. (18:41)Dealing with the “new normal.” (27:12)Two areas of concern for Horst: (1) The denigration of collaboration and compromise, and (2) The difficulty in identifying “the truth.” (29:04)A “liberal arts” perspective: Brands need to understand the world outside their category. (31:26)Let Your Voice Be Heard“Marketing Today” has a new Q&A feature! Ever wish you could ask a question on the show? Well, now you can. Just click this link and ask your question — it's that easy. And if we can, we'll answer it on the next podcast. We're looking forward to your questions! Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's “Marketing Today,” Alan spoke with Tom Goodwin, author of the book, “Digital Darwinism: Survival of the Fittest in the Age of Business Disruption.” Goodwin is also a sought-after speaker — addressing topics like the future of advertising, digital disruption, and business transformation — and he is head of innovation at Zenith.In his conversation with Alan, Goodwin touches on how people rely on and attempt to harness new technologies in ways that complicate things but do not provide the radical transformation they are hoping for. “We have this kind of ongoing narrative about how chaotic things are and how the pace of change is worse than ever,” says Goodwin. “I think, sometimes, that means we focus more on the technologies than on our instincts, and we focus more on data than we do on ideas. And somehow we make life more complicated than it needs to be.”Goodwin goes on to add, “I think we have this wonderful new toolkit, which gives us new possibilities. But, actually, many of the learnings that we've got from the past, many of the techniques and strategies that we've employed before, are largely still appropriate today.”Highlights from this week's “Marketing Today” podcast include:Goodwin, since he isn't a fan of print —"ink on dead trees,” he calls it — was reluctant to write a book, but he responded to the urging of others. (1:26)Goodwin on what's not (2:54)Rethinking business models: “Every company needs to be honest about the situation they're in.” (5:06)Goodwin discusses disruption and paradigm shifts. (10:03)Companies that rely on data are focused on the past but change comes from doing things never done before. (15:16)“Change actually looks a lot more messy, scrappy and uncomfortable than most companies are prepared to accept.” (17:28)Where Goodwin sees big opportunities for Digital Darwinism. (20:08)Trends that concern Goodwin: wealth inequality, AI changing people's roles in the economy, and companies operating at lower profit margins. (21:30)Goodwin anticipates no radical departure in the future of marketing, but he would like to see marketers get better at using the tools they already have. (28:57)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

This week on “Marketing Today,” Alan talked with Jack Hollis, group vice president and general manager for the Toyota Division at Toyota North America. There he leads all sales, marketing, and market representation as well as guest experience and retention activities for Toyota regional sales offices and distributors. In addition, he retains a role as global marketing advisor for Toyota's Olympic and Paralympic sponsorships. During the podcast, Hollis talked about the rapid change the automotive category, and Toyota in particular, is seeing and what it means to him. “Toyota is going from an automotive company to what I'm calling ‘the human movement company,'” says Hollis. “And so, the idea of what we want consumers to feel is that we are part of their life, to be part of whatever challenges they may have. And while we can't necessarily say we're going to solve every one, we can sure start — we can sure be at the start of that.”Hollis goes on to add, “We want that relationship with individuals to tell us what is it that they could use, what is it they need, and help us challenge our team to solve problems.”Highlights from this week's “Marketing Today” podcast include:Hollis spent time playing minor league baseball before finding a different career path. (1:41)Hollis discusses his 26-year career arc at Toyota and how its DNA and people are a “core match” for him. (3:13)Hollis talks about three important mentors in his career. (8:09)Hollis on the power of Toyota's “Let's Go Places” campaign. (12:46)“We define mobility as, ultimately, a human right to move.” (19:14)Toyota supports the Olympics and Paralympics (24:41)Three things that drive Hollis: his faith, his relationship with his family, and his competitive nature. (28:39)Hollis admires brands that jump into a category and disrupt it, but then continue to grow. (30:07) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan spoke with Zipporah “Zip” Allen, who was named CMO of Pizza Hut in January of this year, after having been with the company since May of 2015. Prior to her time at Pizza Hut, Allen was at McDonald's for eight years. Perhaps most notable in her tenure at McDonald's was the three years she spent as national marketing manager for Australia.Allen has been very active since assuming her role as CMO. Recently, she led Pizza Hut's agency search, ultimately deciding to join forces with GSD&M in Austin, Texas. And as we head toward fall and the kickoff of another football season, Pizza Hut is kicking off another new partnership. This year, they will be the official pizza sponsor of the NFL. In talking about that new venture during the podcast, Allen noted the connection fans have with the NFL — and sports in general — and why it matters for Pizza Hut. “I think the ‘live' nature of it,” says Allen, “and the fact that it's just this authentic place where consumers are really passionate about it, are the two things that make sports really attractive, especially for a brand like ours.”Highlights from this week's “Marketing Today” podcast include:On the fast track: Allen traces her career path and talks about bringing iconic brands to life. (1:34)Allen places great importance on her time in Australia with McDonald's, noting how it sparked great personal and professional growth. (6:29)“It's a great time to be in the pizza category.” Allen discusses consumer expectations regarding pizza purveyors and Pizza Hut's $130 million investment to become a more digitally enabled and delivery-focused organization. (8:26)“We're all about the fans.” Allen on Pizza Hut being named the official pizza sponsor of the NFL. (11:48)In naming GSD&M as its agency of record, Allen believes Pizza Hut found an agency that brings the brand's values to life. (15:48)Allen discusses the search that led to choosing GSD&M, and how, in a commoditized category, they are taking Pizza Hut to “a more emotional place.” (17:47)A deep appreciation for the sacrifices made by her parents and grandparents: Allen talks about her half African-American/half Filipino heritage. (23:12)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

For this week's episode of “Marketing Today,” Alan got up close and personal with Brad Wilson, who just happened to be visiting Durham, North Carolina. Wilson is the chief marketing officer at LendingTree, the nation's leading online loan marketplace, with headquarters just down the road in Charlotte, North Carolina. Wilson took over the marketing reins for LendingTree in July of 2017, and there he heads up brand strategy, marketing operations, and consumer engagement.In the course of his discussion with Alan, Wilson talks in detail about team building and leadership. For him, it's important to be there in the trenches. “You gotta show people you're doing the work, as well,” says Wilson. But he also believes you have to know when to get out of the way and let your people do the work. “If you have the vision right,” says Wilson. “If you know what you're trying to achieve — metrics, aspiration, what have you — and if you get the right people, there's no need to micromanage.”He goes on to add, “I like to let people have their own canvas and create. Ultimately, I don't care how we get there.”Highlights from this week's “Marketing Today” podcast include:Experiencing waves of change: Wilson traces the chronology of his career. (1:32)Wilson views his role as maintaining and accelerating growth — and using purpose and brand to enhance that growth. But also, importantly, to lead. (7:50)In talking about the diversification of LendingTree's offerings, Wilson says, “Money is complex, and we're just trying to simplify those decisions.” (10:04)Wilson doesn't believe direct response and brand building are mutually exclusive. (12:39)Wilson uses Nutrisystem and LendingTree as examples in discussing acquisition and direct response. (18:17)Four ways Wilson is driving change at LendingTree. (22:14)How Wilson stays current and relevant: Twitter, The Wall Street Journal, and watching his kids consume media. (25:40)Wilson discusses his approach to culture and team building at LendingTree. (25:40)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan's conversation is with Jennifer Halloran, head of brand and advertising at MassMutual. The beginning of Halloran's tenure at MassMutual was marked by a complete rebranding effort across all aspects of the company, including the hiring of two new agencies of record. In a decision to go with a roster model, they chose Johannes Leonardo as their creative lead and named Giant Spoon to handle media responsibilities.During the course of her conversation with Alan, Halloran talked about the process of hiring those two agencies as well as the campaigns and initiatives MassMutual has launched in the past year. In addition, Halloran touched on adopting and implementing a nimble approach to capitalize on big cultural moments through timely creative and the resulting media opportunities. “I think you really have to be fluid,” said Halloran.” You don't buy a media plan that's set for the year anymore — we call it a blueprint.” She went on to add, “You don't set it in stone at the beginning of the year and say you've got it…we have to move with what's happening with our customers, in culture, and in technology, and you've got to stay on top of it.”Highlights from this week's “Marketing Today” podcast include:Halloran discusses her background, how she thought she'd end up in consulting but instead found herself focusing on one industry, and the monumental effort of rebranding MassMutual. (1:20)Halloran describes the complexity of launching MassMutual's rebrand and refresh (6:26)Starting from the inside out — Halloran provides insight for fellow marketers faced with relaunching or rebranding a company. (10:01)“I didn't want to make them guess.” Halloran on the very different kind of process MassMutual used when looking for an agency of record. (12:56)Halloran's advice for others going through an agency search: “Go with your gut on what you know is going to be important.” (21:49)Halloran talks about MassMutual's “Adopt a Runner” campaign for the New York City Marathon. (24:05)MassMutual's “Unsung” campaign hinged on authenticity. (30:53)“That could be me.” MassMutual's “Acts of Mutuality” was a multi-generational story that appealed to something in everyone. (41:26) Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of “Marketing Today,” Alan talks with Mark Barden, the San Francisco–based partner at eatbigfish — a marketing consultancy that coined the term “challenger brand” and that has helped clients like Audi, Sony PlayStation, Charles Schwab, and Callaway Golf transform their brands to achieve new levels of growth. Barden is also the author of “A Beautiful Constraint: How to Transform Your Limitations Into Advantages, and Why It's Everyone's Business,” and he has contributed a chapter to the upcoming book, “Eat Your Greens,” which will be published by the Account Planning Group as part of their 50th anniversary celebration.In the course of their discussion, Barden talks in great detail about the differences between challenger brands and disruptors, and he places them on a spectrum to better understand those differences. He also makes an observation about what challenger brands must do to succeed.“It's all about animating a group of people to do their best work,” says Barden. “And that comes down to being clear on what your ideology is, what problems you're trying to fix, what wrongs you're trying to right in the world on behalf of the consumer, the beer-drinking public, the cellphone-using public, the burger-eating public. You're trying to right wrongs on their behalf. And getting clear on that is really powerful. And that's what ideology does — it fuels the relentlessness that you need as a challenger.”Highlights from this week's “Marketing Today” podcast include:Barden talks about how he got started in the challenger brand business and the chapter he contributed (“Why Challenger Brands Matter in the Age of Disruption”) to the book, “Eat Your Greens,” which will be published next month by the Account Planning Group. (1:38)Barden on the difference between challenger brands and disruptors, the use of a spectrum analysis to better understand these brands, and how one defines a true challenger brand. (6:57)Barden explains how his views diverge from those of Byron Sharp. He also talks about the notoriety of the Scottish CPG brand, BrewDog, and how they used fame to overcome small budgets in achieving growth and success. (17:28)Barden makes a point about the importance of ideology (and how it's similar to purpose). (26:03)Barden more fully explains the spectrum of challenger brands citing two examples: Southwest Airlines and Warby Parker. (30:41)Barden provides four tips for becoming a successful challenger brand. (40:11)Three brands Barden finds fascinating: Impossible Foods, Twitch, and American Giant. (46:36)In answer to the question, “What is the future of brand-building in the age of Amazon?” Barden observes that brands will have to find a way around Amazon while being baked into it. (52:20)Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.