Found an old speech I gave in Berlin 2007. It was the first time I wrote out a presentation and learned it word for word, instead of preparing a set of notes and talking to them.
What is funny is how much the message is still relevant today, ten years later.
Strengthening and expanding a brand
Good morning and thank you for taking the time listen to my comments on branding for MVNO and mobile operators. I hope you are looking forward to Day 3.
You will be happy to hear is that I had considered doing a concentrated econometric analysis of the correlation between branding and ARPU growth across 15 international markets, but decided against it. I’m sure you have already seen quite a few powerpoint slides over the last two days – seeing as speakers average 1 slide every 10 seconds at a conference like this and you’ve probably been in 10 hours of presentation which means you have already seen some odd 3,600 powerpoint slides. I couldn’t possibly expect you to remember mine in such a state so instead I thought instead I’d tell you a story.
This is a story about brands and branding. It is made up of 3 simple points that are easy to remember, can be simple to implement and do increase customer loyalty. And loyalty means retention and revenue growth.
- 1 – Don’t Position yourself, Take a Position – There is no right answer, there is only one wrong answer — and that is not having an answer.
- 2 – Act, Don’t Talk – Your brand is not what you say, it is what you do.
- 3 – Communicate with the team – Don’t just talk to your customers, talk to your team and unite them around what you believe in.
Take a Position – There is no right answer, it is essential to have a single answer and believe it
What is the first thing we can learn from some of the most successful brands that have been built in the last decade. Brands like Google, Apple, Skype, Nike. These brands aren’t built on advertising, they are built on product innovation. Product innovation and product communication that focuses around a single very strong belief. Even in a commodity marketplace if you take a position, people will respond.
Google, Apple, Skype, Innocent Drinks – they are all single minded about what they stand for and focused all of their activity to reinforce a single message.
Google built a search engine after there were 5 other search engines in the market. They said we will innovate to amaze people and they have done that with search, mapping, text link advertising and email. There mission is to organise the worlds information – but there brand is based – in my opinion – on amazing people with what you can do with networked computers. Apple focuses on simplicity and design. Everything they do focuses on simplifying the task and make it beautiful.
At Ogilvy we call these positions a brand’s “Big Ideal.” Simply put you need to ask yourself a simple question and continue to return to the answer. The question is “The world would be a better place if …” The world would be a better place if everyone could find anything they were looking for immediately online. Google. The world would be a better place if everyones electronics were beautiful and worked well together. Apple.
For Dove, we believe the world would be a better place if women didn’t have a distorted opinion of beauty. Dove is in a competitive market with a fairly commodity product but Dove believes in real beauty and all of its products and marketing comes back to this core thought. What’s the truth about beauty? Dove recently set out across 10 countries and interviewed 3,000 women to find out. They learned that
only 2% of these women describe themselves as “beautiful,”
About 3/4 of them rate their beauty as “average”
Almost 1/2 of them think their weight is “too high”
When Dove took the position that women should see their real beauty, it found out a lot of woman agreed and because they believe in what Dove is doing, they buy their products.
Action – Your brand is not what you say, it is what you do.
If you believe in something, you have the taken the fist step that organises everything you do but if you really believe in something, you can’t just talk about it. You can’t market with claims, you need to market with services.
Nike says “just do it” and in 2001 it produced NikeID – a simple product configurator – call it a sophisticated online brochure – that allowed you to build your shoe online. They also realised they could send that request to the factory and ship it to your house. Now their website – which is a marketing tool – allows you to get the exact shoe you need to achieve your goals.
Take a simple sponsorship – The Run London 10k Road Race. Yes, they put their banners on the course and hand out runner hats with the famous swoosh, but they also offered an online tool that allowed runners to upload their favourite runs, share them with their friends, and track their progress in training for the event.
Today they’ve taken this idea on step further. Nike Plus is a monitor that records how you run and stores the information on your iPod which can then be synchronised with their website. This is a 20 Euro gadget – it started as a sales promotion with Apple – but given Nike’s obsession with helping people achieve their goals it lets you upload your numbers and your routes and your favourite tunes to a global community website. Track your progress on individual runs. Chart your calorie burn and compare it with other runners.
For Dove the services we’ve offered are a Self-Esteem Fund for young girls. A global forum where people can discuss issues around beauty. A commitment to using real women in all of its advertising – even if it takes 3 weeks to cast the perfect 50 year old for a Pro Age advertisement instead of the 3 hours with a modelling agency.
Nike and Dove understand branding and marketing today: It isn’t about telling your customers that your product is better, it is about doing things for them and people like them that complement your product.
Communication – Speaking to your team as well as your customer
The final tip focuses on communication. Today’s markets are complex and your organisations are run with smaller teams and everyone is incredibly busy. I’ve made the point that unless your whole team focuses on the brand ideal, you won’t deliver for your audience. The way this works is to take your “marketing idea” and communicate it across your internal teams from R&D to end sales.
This is a challenge – We all know we need our teams to be creative if they are going to be innovative and be relevant. 15 years ago you could simply tell the world that Gillette is “The Best a Man Can Get,” translate it into 50 languages and run your ads all with the same shot of the razor. Not the blue one, the shiny cool silver one. But what happens when you are asking your team to do events, you are expecting new applications on a quarterly cycle, that you need website applications – as well as tactical sales promotions to shift aging stock. The answer is you have to give your teams more – you have to let them take the ideal and work with it.
The good news is that if you have a strong ideal and focus everyone on supporting this belief, your marketing will naturally fall in line. The brand position isn’t just a tag line, it has to be a filter that can be used to evaluate marketing communications, website functionality, sales presentations, everything.
When Cisco says it believes it is the “Human Network” that is real amazing – not the routers and firewalls that make the IP network, it provides a single focus for its marketing organisations worldwide. It sets a stake in the ground that focuses on the benefit – that people can collaborate, communicate and work together — not just the product features. It forces everyone to return to a single point of reference whether they are an enterprise sales team, a direct marketer mailing small businesses or an awareness campaign for consumers that purchase through retail outlets and provides an easy way to say that work is “on brand” or “off brand.”
What is essential though is that the brand ideal is not seen as “just marketing,” it is seen as what the company believes in and everyone’s actions from product development, corporate management and local market sales promotion all rally around this one key point.
So, returning to our three key principals:
- Don’t Position yourself, Take a Position – There is no right answer, there is only one wrong answer — and that is not having an answer.
- Act, Don’t Talk – Your brand is not what you say, it is what you do.
- Communicate with your Team – Don’t just talk to your customers, talk to your team and unite them around what you believe in.
What does this mean for MVNOs? It means you all need to find a brand filter that your teams can rally around and you need to raise it up so it is more then an ad campaign. Only when you can come to a conference like this, or out on the strees with your customers, and have everyone give the same answer – that network is about phones that are fun, this network is about being a real reliable business tool, this is a network makes it easy for a parents to give a phone to their kids – then you will have real branding. And if you deliver on your beliefs, you will have loyal customers.
On Dove, our Vice Chairman and creative director had an interesting experience. He was in a London Taxi and mentioned that he worked in advertising and that he’d worked on the Dove campaign. The taxi drivers reaction was “that’s those posters with the fat birds innit? I like that, I can’t stand all of those ads with skinny bints – they’re not woman at all.” It is pretty clear that the Dove marketers didn’t intend for their campaign to be remembers as a “Fat Birds” campaign but it does show that a big ideal can be translated into any language for any market – even East London hackney.
If you talk about something your audience believes in, they will talk about it and that is the most effective marketing of all.
Hello everyone, for those of you that don’t know me I am John Baker, Frank Baker’s son, and thank you for coming out today and showing your support. It means a lot to all of us.
Right after my father passed away a friend of mine sent me a great quote — it said basically “no one should be afraid of dying, our biggest fear should be never living.”
We definitely don’t have that problem with Dad — he did more before he was 35 than most people imagine doing in a lifetime.
And this isn’t a boast, it is a gift. This means we can celebrate his life and do what he’d most want us to do — learn from it to make our own lives richer.
Most of us know that he was CEO of Andersen Group, but did you know he was hired as CEO at the age of 30 and held that job for over 45 years — even though the offer letter clearly states it was only a 2-year contract?
In 1959 Andersen Labs was a tiny electronics manufacturing company making components for missile guidance systems in West Hartford CT.
One story I heard was that when an important defense contractor came through to evaluate the company, he had my mom and his neighbors from Farmington fill out the back benches to make the company look big enough to get the contract. It must have worked, he took the company public as as “space stock” and then diversified by building it into a holding company that bought and sold over 10 other companies over the years.
In 1997, just before turning 70, he took Andersen into the newly opened up Russian market.
He partnered with some other big names in US private equity and took a controlling stake in a small Titanium manufacturer. As this company was rolled up into Russia’s largest Titanium manufacturer, he found himself sparring with some of Russia’s most famous oligarchs, and at a time when their power was unparalleled.
In 2000 he took over a business that had a contract with the Mayor of Moscow to bring cable broadband to the city. He raised foreign and local investment and when he sold that business in 2007, he sold all of the assets of Andersen Group with it.
And that is how he then made time to work on a little storm ravaged condominium association, Baytree, in Vero.
It is an incredible set of achievements, and demonstrates a successful career, but I don’t think we should be content to just remember what he did, we should work a little harder and try to capture who he was.
There is no doubt Dad was confident and capable, but he was also adventurous.
During the summer between his two years at business school, he and his French roommate got a set of sponsors to buy them an MG convertible so they could drive it from Boston to Rio de Janeiro. Remember it was 1954. There weren’t highways between New York and Chicago, much less Lima and La Paz. Armed with only a set of press credentials Dad got from someone, they drove through areas controlled by communist guerrillas in Guatemala and witnessed the revolution that followed.
While they were in Brazil, the dictator of 30 years died and Dad used his press pass to take pictures of the funeral and file them with the US papers.
And this entire trip was just 100 days over the summer break.
Obviously it helps on your adventures to be charismatic and Dad could definitely be convincing.
As an undergraduate trying to get on the Harvard Lampoon he convinced a group of friends it would be a good idea to “borrow” a 300-pound granite punch bowl from the Crimson (the grown up student paper at Harvard), and present it to the Mayor of Boston … while pretending to be a student group from Boston College! It didn’t take long for the mayor to realize it was joke, and they all laughed with the journalists covering the event. Yes, he made the Lampoon, and, yes, he made front page of the Boston papers.
There was something else that Dad cared about greatly and that was family.
When I think of my time growing up I’m always amazed to think of how incredibly active we all were.
When we went camping, we didn’t pull the car up to a nice camp site by a lake. We loaded up the station wagon – we called it the Momma Wagon — with dad, Karen, 6 kids, a couple friends, dogs, packs, boots, and parked at a trail head somewhere near North Conway and walked into the White Mountains for a week. Everyone carried a pack — big kids carried big packs, little kids carried little packs, the completely shocked Parisian daughter of his old roommate carried a pack, even Oliver, our golden retriever, had a doggie pack to carry his food.
Most week-ends we would work on the house on Deercliff road. It was a great house and Dad loved making it better. He was demanding as a general contractor, definitely. I can clearly remember the light flipping on at 8 am no matter what time I got dropped off the night before. A bowl of Raisin Brand and Grape Nuts, instant coffee, and onto the day’s program.
We’d build stone walls. We’d put up fences. We cut the lawn with a golf course style gang reel mower you had to run behind hoping it didn’t pull you into the woods or off the cliff.
One summer he cleared an area of small brush and planted some meadow seed in order to create an “Alpine Swale.” I’m still not sure that an Alpine Swale is real thing, but we created one and we loved it. And when he would entertain folks from the YPO or family friends he’d say, “look, we’ve made an alpine swale. Let me tell you what happens when you plant 1,000 crown vetch upside down — you get to plant them again!”
Dad loved doing things with lots of people, especially family.
And he didn’t stop at the immediate family but brought in extended family and friends. And friends’ families. Even ex’s, ex’s new partners and their families. He was always inviting everyone up to do something. He was incredibly inclusive.
This is because for families to be families they have to spend time together — and of course it being Dad that meant all of us, all together.
Together at night for dinner. Together every holiday week-end. Together around a campfire. Together on a 40-foot sailboat.
And we’d be together when he’d turn the spotlight on one of us with a classic set of 50 questions. That got intense, it has to be said, but I believe it is because he wanted to know us. it was because he wanted to make us stronger.
When he got back to owning sailboats, he first bought a C&C 38 called Finesse and later the Swan 47 Commotion that he and Karen lived on for years. And he would bring as many people as he could get on those boats.
He’d say bring your friends, bring your boyfiriend, bring your roommate. Or sometimes you’d find your friends sailing with Dad and Karen when you were somewhere else working!
Of course the first thing he would generally do is go straight out to sea and start practicing mark rounding and spinnaker driills, completely oblivious to the fact that the boyfriend or roommate was turning an obscure shade of green.
Yes, it was his agenda but the trips were amazing.
Marblehead to Maine, Newport to Bermuda, Antigua to St Lucia, across the Atlantic, Gibraltar to Majorca — these were epic trips he made happen for himself, but also something he gave to us.
And it carries on with his grand kids also telling stories of sailing trips on the next generation of boats.
His love of including everyone is why he and Karen bought the house in Farmington, Eight Bells, that was big enough to hold us all, and why as the grandkids got older he added a family room over the garage.
This meant they could host Memorial Day barbecues and big Thanksgiving week-ends. He could bring everyone together and watch the kids learn to swim, teach them to use a bow and arrow, or, of course, do yard work.
When you consider Dad & Karen owned that house for nearly 20 years, you see there is a set of kids that grew up going there.
Confident. Capable. Charismatic. Adventurous. Active. Inclusive. Driven. Successful.
These are the words that bring Dad back for me.
And if you are looking for that overarching lesson you can take from his life, I’d say it is simple: “it isn’t what you have that matters, it is what you do with it.”
Dad knew how to get a lot from everything he was given and everything he earned. He was a great father, an inspiring grandfather, and an amazing man.
And we have proof he would not want us to be glum today. As we reviewed his files we came across a hand written text from 2006 titled Funeral Preparation. He wrote,
“I had a great life. No sickness, did everything I wanted. I have wonderful children, a fantastic wife who I love very much and I made a few bucks. I would not ask for more, so lets celebrate!”
As we pulled together the service we gathered a bunch of photographs. In the process we found a couple of us had different scans from Dad and Jerry Fabry’s trip from Boston to Rio. I also found out the 5 spolnsors that covered a lot of the expenses of the trip: Norfield Imports, Castrol Oil, Dunlop Tires, Lucas Electrics, and Judson Superchargers.
I don’t think this old wordpress blog is likely to see that kind of change and should be pretty stable until we can get the memories into something really cool like a leather covered book.
Francis E. Baker, a pioneer in technology manufacturing, dies at 87.
Francis Ellsworth Baker, a pioneer in technology manufacturing, passed away peacefully on January 31, 2017 at 87 years of age after a brief illness. He was in Vero Beach, FL, surrounded by his wife and family.
As the CEO of Andersen Group, a venture capital firm, for nearly 50 years, Mr. Baker invested in and managed a series of businesses that brought new technology to their industries.
In the 60s he manufactured rocket guidance systems as part of the space race. In the 70s he developed time base correctors used in early TV. In the 80s he ran a business pioneering medical imaging. At the end of his career, he helped build out the cable network that provides internet connectivity across Moscow, Russia.
A hands on and charismatic leader, Mr. Baker took an active role in his investments building teams and securing contracts personally. His energy brought people together and helped them achieve exceptional goals. His approach was inclusive and he believed in creating a calm, clear environment to work through issues before acting on a decision.
His desire to capitalize on new opportunities was matched by a strong adventuresome spirit.
As early as 1954, while still a business school student, he and his French roommate, Jerry Fabry, secured a series of sponsors and drove an MG convertible from Boston to Rio de Janeiro filing newspaper articles during the trip and doing a speaking tour afterwards.
In 1978 just after the new Department of Energy created the Geothermal Loan Guaranty Program, Mr. Baker invested in Geothermal Food Processors, an onion drying plant in Fernley Nevada.
In 1997, as Glasnost opened up Russia, Mr Baker joined a small group of other Western investors buying a company that became part of VSMPO, the world’s largest producer of Titanium. This led him to explore both Russia’s undeveloped roads and it’s newly developing legal infrastructure as well.
Frank carried this spirit of adventure into his personal life.
He and his wife Karen took the family hiking across the White Mountains, skiing in Vermont and Colorado, and sailing on the New England coast. For eight years Karen and Frank lived on a Swan 48 sailing over 20,000 miles through the Caribbean, across the Atlantic and in Europe. His passion for sailing has carried on in his children and grandchildren.
Born in New York City, Mr. Baker attended Harvard College graduating cum laude in 1951 and was a member of the Phoenix Club, an editor of the Harvard Lampoon and part of the Hasty Pudding. He served as a Lieutenant in the US Navy, and graduated from Harvard Business School in 1955. Having been appointed CEO at the age of 30, he was proud to be a member and active in the Young President’s Organization (YPO). He also an active member of the New York Yacht Club and former member of the Eastern Yacht Club. Later in life he supported the Underhill Society and was a member of the Society of Colonial Wars.
He lived in Farmington and Avon Connecticut for over 30 years before relocating to Vero Beach, FL, in 1992 and for seven years he was President of the Baytree Condominium Association.
He is survived by his wife, Karen Baker; his 6 children, Lucy Patricola, Cynthia Johnson, Godfrey Baker, Kim Dyson, John Baker and Kristen Stewart; and his 11 grandchildren, Zachary, Hannah, Tommy, Nathan, Sarah, Robbie, Alex, Nick, Sary, Will, and Macy; and his former wife Patricia Barry Baker.
Services will be held at St. Augustine of Canterbury Episcopal Church in Vero Beach, FL, on February 11 at 11:00 am with a reception following at the Baytree Clubhouse. A second memorial will be held in Farmington, CT, later in the Spring. In lieu of flowers, the family asks donations be made to the National Multiple Sclerosis Society.
Published in The Hartford Courant from Feb. 3 to Feb. 5, 2017
And quite an amazing location at the end of the business section. I guess calling the newsdesk and besieging the obit team worked.
Thank you to the Hartford Courant.
Had the good luck to go to CES this year. Like two years ago it is a big, big show, but I think I like it more after this trip. Not so much for the booths–although walking the floor with a good friend in from the London private equity scene was fun–it is more the clients and WPP teams that are there.
You can’t compete with LG or the new Chinese brands like LeEco, but you can have some really productive conversations and everyone is primed up thinking about technology and innovation!
Electronics at CES 2017? More like maker culture, actually.Our CMO John Baker covered a lot of ground at the tech world’s biggest event last week, and shares how innovative brands are the brands diving into maker culture.
These are the comments I made at Ulf’s Memorial. It was an easy topic to choose given the number of projects we did together and the projects I watched him do with others.
“Love and recognition” That was what Ulf would ask for when he agreed to put in hundreds of hours on the various projects we all did on our houses or boats or cars.
“Ba, I’m retired. Sonja and I don’t need to make the money. We do this work for love and recognition.” And wine. He also worked for wine — but then again wine can also drive love and recognition.
These weren’t small projects. With Tom he rebuilt a broken down shed into a fully insulated and heated studio for Veronica. With Christina he renovated her studio with new closets and granite counter tops. With me there were lots of projects when we came back from London, but the biggest we did together was putting in a kitchen. An IKEA kitchen, of course which we did over a couple weeks with Sonja and Christina’s support.
It isn’t hard to understand why he did the projects – he loved building things. Loved figuring out how to make it work. He loved really getting to know the people he worked with because when you take on a big project — whether it is a kitchen or deciding to build a frame for a 34-foot Silverton cabin cruiser so you can ship it to Sweden — you really get to know the people you do it with.
But it was also pride. Pride in starting and finishing. The recognition from people that think you are insane when you talk about what you are doing and what you’ve done.
When I left our old leaky wooden sailboat in Vasteras for the winter, he would check on it every trip back and sign off his emails as “Lundell Boat Service, Northern European Division, Vasteras Branch.” Thnk about that. He wasn’t Ulf Lundell, the retired former President of Linden Alimak Cranes, he was Ulf Lundell, Service Manager of the boat yard. He loved it. He could go down and sit on the bench in front of the coffee place – he called it the liars bench – and tell them he was restoring a 1966 Storebro Havsornen II sailboat. He could tell them how we would sail it across the archipelago, across the Baltic, across the Urals, across Sibaria and sail it all the way to Tokyo! Why not? They all knew it was the liar’s bench.
I think I’m quite lucky because I get to think about Ulf all of the time. I get to think about him when I look at the mast he varnished. When I barbque on the patio he built. And of course every time I walk through our kitchen.
Love and recognition. He really got and deserved both.
There have been a number of articles post-election that look at how the tech industry and the internet pioneers are reacting to the upset. Re/code reported from tech entrepreneurs talking in anguish from the WebSummit stage in Portugal, the New York Times picked it up in the article below, the Atlantic asks if this will be a Silicon Valley’s Wake Up Call.
This isn’t a surprise, most digital companies are based in Democratic leaning metropolitan areas and the broader world sees the impact companies like Facebook, Google and Twitter have on how we get our information. Any upset forces people to question.
But there is a bigger shock to the the digital and tech community — have we been wrong about the techno utopia we think we’re creating? Is technology making the world a better, or a worse, place?
Since the iconic 1984 Apple MacIntosh ad, people that work in technology have embraced the idea that constant change driven by technology is progressive. We embrace change for the better. We believe digital networks create transparency which fuels an intelligent debate based on facts with decisions rooted in data. We build systems is to make us smarter and less beholden to whatever is the latest trend or headline, more efficient so everyone can have a better quality of life.
Instead of this Techno-Utopian vision that we see in tech companies’ manifestos, we are seeing a dystopia where bigotry and racism spread without check and polarize communities. Where complete lies are shared like facts. Where violence erupts more quickly because of the ability to incite like-minded mobs. Where jobs disappear to automation and analog dollars are replaced by digital pennies pushing increased income inequality and the belief that living standards are reducing for the majority.
Culture Eats Strategy for Breakfast is a well known business expression. Perhaps we need to recognize Culture Eats Technology for Breakfast as well. But unlike cutlure stopping a good strategy, culture eats technology to be amplified. Culture eats technology to reaffirm what it believes and broadcast it. Whether that is the Cluetrain Manifesto or the 88 Precepts, culture uses technology drive towards its goals and rally its people.
Which means as technologists we need to ask how we talk about the bigger problem. How we find the common ground between the camps.
It may be as simple as reinforcing the idea of being American — anyone who has been in trouble overseas and come across another American can attest to how quickly regional, sports, or class differences are replaced by a common national bond. It may that simple form of Humanism that happens when people are one on one as we saw when Pedigree brought a lost dog to Trump and Hillary rallies.
Technology won’t go away so we have to be better as using it.
We will be putting more microchips in more places, and over the next four years everyone from coast to coast will be checking Facebook and searching Google. Simple. All we need to do is find the common good and demonstrate the benefits to everyone.
Techno-Utopianism is here, it just needs to be better distributed.
Silicon Valley’s luminaries woke up Wednesday morning to a darkened new global order, one that the ceaseless optimism of their tech-powered visions seemed suddenly unable to conquer.
Across the technology industry, the reaction to Donald J. Trump’s electionto the presidency was beyond grim. There was a sense that the industry had missed something fundamental about the fears and motivations of the people who use its products, and that the miscalculation would cost the industry, and the world, greatly.
It is a great time to be alive if you love technology. In fact it is a great time to be alive even if you don’t love technology because the folks that do love it keep pushing the envelope which means the early and late majority get to revel in the benefits.
Innovation and user-centric design are pervading business. Entrepreneurs are spinning visions of new solutions. The media realizes tech innovation stories bring viewers.
And everyone is producing fantastic videos to showcase what could be next.
Here is a quick selection of amazing videos as examples.
Corning – A Day Made of Glass 2
The first A Day Made of Glass was a fantastic look at the future of display technology back in 2011. It has had more then 25m views which definitely demonstrates the power of visionary content. Even though Corning has gone more product-centric since, the sequel is worth viewing if you missed it because it puts technology into daily life — like the best science fiction.
Tesla – Wireless Charging
Tesla is of course synonymous with innovation but wireless charging for automobiles? This is fantastic in the original definition of the word.
Kickstarter Entrepreneurs – Kerv Payment Ring
Another great source of inspiration are the entrepreneurs pitching ideas on Kickstarter or other crowdfunding sites. Consider this payment ring from the UK. Kerv hit its kick starter goal and is working through production.
And of course no post about Digital Living can be complete without considering augmented and virtual reality. Having been to Redmond a year ago to do a number of these demos, it is impressive and mind reeling to consider how it can be applied.
Couple weeks ago I attended the Market Marketing Nation Summit and got to revisit how the amazing tribe of demand gen fanatics is going to take over the world. If direct marketers ever felt email took away the creativity of rolling 0ut an amazing dimensional DM pack with a maltese cross insert, I hope they have lost their spirit. What is coming next will require a lot of creativity as well as great strategy and understanding of data.
The argument for the CMO and CEO is simple: You know your customer experience is critical to your success and you believe your marketing is an important part of the brand experience. Since media has fragmented your anthem TV spot doesn’t define your brand experience, it is every e-mail, banner, sponsored Facebook post and website visit. You have to make them relevant or your competitors will and your customers will notice.
And of course you can’t manage that without software so it is time to talk about your plumbing, or the engine that powers the front-line of your brand experience.