A few weeks back, I decided to highlight the top mistakes CMOs were making in our new world of collaboration and storytelling and I got a great response to the piece. Consequently, as the second quarter of 2016 unfolds, I felt it equally important to point out some of the most winning techniques and approaches top marketers are using to succeed and lead. To be truly successful in the marketing realm today, one must be boldly disruptive, and it is refreshing to see a lot of maverick disruptors out there taking advantage of this renaissance period in marketing creativity. Following is a list of the strategies I am seeing that I most admire, examples of the brands employing them, and thoughts on how to get them to work for you in ways that help to agilely transform marketing from mere vehicle of awareness to true vessel of measurable innovation and engagement. Billee Howard is Founder + Chief Engagement Officer of Brandthropologie, a cutting edge communications collective specializing in helping organizations and individuals to produce innovative, creative and passionate dialogues with target communities, consumers and employees, while blazing a trail toward new models of artful, responsible, and sustainable business success. Billee is a veteran communications executive in brand development, trend forecasting, strategic media relations, and C-suite executive positioning. She has a book dedicated to the study of the sharing economy called WeCommerce released in December 2015 as well as a blog entitled the #HouseofWe dedicated to curating the trends driving our economy forward. She is also a regular contributor to Forbes on the topics of marketing, storytelling and the collaborative economy.

1. TOP 5
DISRUPTIVE
THINGS
WINNING CMOS
ARE DOING
Billee Howard

2. THEY ARE
AUTHENTIC.
IT IS
EVERYTHING.
1
In today’s environment, telling folks who you are and
what you stand for is equally important to telling them
what it is you do.

3. DON’ T JUST CREATE
GREAT PRODUCT.
CREATE GREAT
EXPERIENCES.
2
The only way to achieve true distinction and competitive
advantage is by seeking to create winning experiences
that advance brand accessibility and drive to create
lasting connections.

4. USE MARKETING TO
DEMONSTRATE THAT
PURPOSE IS A PART OF
YOUR BRAND EVERYDAY
3
Identify ways that your brand is helping to transform our
ever-changing world, and tap into that pool of content to
imagine new stories.

5. VIEW YOUR BRAND AS A
STUDIO. EXECUTIVE
PRODUCE YOUR BRAND.
4
By viewing a brand as a studio that aims to create meaningful and
lasting connections with consumers, top CMO’s are finding new and
disruptive ways of making marketing and communications real
drivers of game-changing innovation.

6. USE EMOTIONAL
TESTIMONIALS TO
HUMANIZE BRAND AND
CONNECT.
5
Smart marketers are realizing that it’s no longer just about
telling stories about who you are and what you do.

7. TELL STORIES
It’s about getting consumers and brand advocates to tell human stories about why
they use your brand and how it makes a meaningful difference in their lives.
Become Jerry Maguire. Work to have your customer at “Hello” not just by the
products and services you offer, but through the emotional journeys you take
them on.How to outsource with intent

8. LET' S TAKE YOUR BRAND
TO THE NEXT LEVEL.
SCHEDULE A CALL WITH BILEE > WWW. BRANDTHROPOLOGIE. COM