From the CEO to the CMO to the IT Department, it’s not just about marketing anymore. How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done? Brand marketing didn’t change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” — people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short– to create customers.
Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape. This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.
11. Three key challenges:
• Redefine the definition of a “Big Idea.”
• Reverse the process, from “Channel Up”
to “Idea Down.”
• Master the art of collabortion.
14. Ask a different question.
•What do customers hate about our
category?
•What are the top three items on our
c.e.o.’s agenda?
•What deeper need can we satisfy?
