Published on: Friday, December 21, 2012
In this candid conversation
with ExecuNet, innovative branding strategist Russell Stevens shares his views on why social engagement is so important to business today, the future of monologue brands, and other aspects of executive life.
He says there is an incredible amount of downward pressure on CMOs to do more with less and that advertising on TV is not the only way to build a brand, nor does it guarantee engagement. He states that if "marketers can figure out how to engage people, at scale, using all this great media, you now have a much more emotionally engaging, but measurable, way of connecting with people. That's the foundation toward moving toward social media."
Published on: Friday, May 04, 2012
"I am thinking of leaving my organization," reported roughly three in every 10 marketing executives surveyed for ExecuNet's 20th
annual Executive Job Market Intelligence Report
. Despite a couple years of salary decreases, their organizational spirits remained high, but now that compensation is bouncing back a bit, they can endure no more and are ready to walk.
Published on: Monday, July 25, 2011
There is some essential beauty in your hands.
A local pie maker bakes all his pies himself using organic ingredients from local sources. He makes all of his dough from scratch, mixing and rolling his pie crusts by hand. He distinguishes his business by delivering his pies to your door rather than selling them out of a shop. The fact that the man who makes the pie is the same person as the man who sells and delivers it makes the transaction fundamentally different than buying a pie at the supermarket.
A CEO pours his heart into his company...educating customers, one by one, about what great coffee can be through the romance and showmanship of a handmade latte. The barista who's hurrying and scurrying around, fiddling with her arsenal of machines, whipping this or drizzling on that, is part of the fancy beverage's appeal: It's being handmade, right in front of you. It seems better simply because you've watched somebody take the trouble to make it.
Published on: Tuesday, November 16, 2010
Andreas Weigend, Amazon.com's Chief Scientist until January 2004, is a leading behavioral marketing expert and Stanford University lecturer with some unique perspectives on the challenges of marketing and leveraging data to drive critical business decisions. "Data is the digital air that we breathe. Everyone is a publisher. Every company is a publisher," Weigend said at the 2010 World Innovation Forum, where ExecuNet exclusively reported for attendees.
We are in the midst of a social data revolution, he shared, and living in a world that first sought to connect computers, then to connect pages and now, increasingly through social networks, to connect people.
Published on: Friday, August 20, 2010
"Innovation means doing stuff that is impossible, otherwise people would have done it already," said author and marketing expert Seth Godin at the 2010 World Innovation Forum, where ExecuNet exclusively reported for attendees.
Marketing, Godin said, has largely been about advertisers trying to figure out ways to get consumers to buy more, and, while never a great approach, that is even less effective now. "Mass marketing is to bombard people over and over again. That model — 'I'm going to interrupt my way to success' — is flawed and will stress you out."
Published on: Thursday, August 19, 2010
As one who has dwelled in the corporate world for my entire 30+ year career, either consulting to senior executives, selling to senior executives, or packaging and positioning them, I am fascinated by the question of "What's the secret to executive success?" Is it in the DNA, like a Jack Welch-type success gene? Is it an educational credential (Harvard, Stanford, Wharton, MIT)? Is it political skill (Daniel Goleman, author of the book Emotional Intelligence
, might say so)? Or is self-promotion and personal marketing the magic sauce?
Growing up in a business family in a community of accomplished professionals, I presumed that being smart and working hard is the recipe. But I have learned, over the years, that there's more to it. Frankly, as far as I'm concerned, it's a combination of all the above, with self-promotion and personal marketing the most influential among them. All across America every day there are millions of people doing great work and making significant contributions, but unfortunately much of it will go un- or under-noticed because the person doing the work is missing the opportunity to let it be known.
Published on: Wednesday, July 14, 2010
There's no disputing that the oil disaster in the Gulf of Mexico has been over-analyzed by multidisciplinary external interests, but this ExecuNet member in our Sales and Marketing Roundtable
group summarized it very simply, while echoing many of the sentiments coming from other senior-level professionals that someone needs to step up and display some authentic leadership.
"Two other guys there [would] have been better with the media and in general, but it would help if there were some women in BP visible too, as women are perceived as caretakers and generally better perceived in governance and accountability," this CEO of a marketing communications company added.