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Making a Difference via Marketing Leadership
What I’ll share with you today
• Me
• The Consumer…as I see it
• Marketing…as I see it
• You
Me
Also Me1983-2014 Since 2014
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Whole Brain Marketing
Real World Issues
Global Perspective
Practical Research
Where I Spend Most of My Professional Time
A Few Observations…As I See It
• Uncertainty for consumers– Economy– Security– Health– Politics
• Still, remarkable optimism for the future!
Key Consumer Trends…As I See It
• Growing in importance– U.S.
– Most areas of the world
Time Pressed
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Well-being
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Human Connection
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Search for Comfort/Security
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Instant Personalization
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Guilt Free Indulgence
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Celebration of Diversity
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What Does All This Mean to Me?
• Make everyday life a little easier, healthier, happier…better!
So, What Would I Do?
• Partner with the consumer…
• Make the best of time and money
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Turning to the Role of Marketing…As I See It
• Create Demand and build the Brand– “Big M” Marketing– “small m” Marketing
• Starts with the customer!– Insights about lives, lifestyles, specific category, individual brand
Where I Spent More Time as My Career Progressed“Big M” Marketing – Product/Experience
Which Enables Great Communication“small m” marketing -- Communication
What I Learned…
The best marketers are simplifiers.
We take complicated sets of circumstances and lead/create simple solutions.”
Finally…You!• Most successful/enduring brands
– Positive feeling… confidence & trust– Want to be part of it
• Your personal brand based on your– Values– Skills– Commitment to spirit of betterment– Ability to inspire others– Results
About the Future – Framework for You
• Inspired/important idea for making people’s lives better
• Good People
• Opportunity to learn and grow within the organization
• Clarity that role/contribution makes a meaningful difference
• Achieve financial goals
Beyond Talent, Hiring Managers Look For:
• Good people… those with character and integrity
• Curiosity, open-mindedness, and resourcefulness
• People who have a point of view…and the courage to express it
• People who can create – not just react
• Most importantly… those looking beyond individual advancement…make a team better
Promotion/Advancement• Strong, sustainable results
• 3 P’s – Principled, Prepared, and Proactive
• Votes of confidence from objective stakeholders
• Willingness to accept accountability…often without authority
• Demonstrated initiative in learning…ongoing commitment to the spirit of betterment
After Graduation…• Challenge yourself
• Help make others better
• Lead
• Make a difference!
Career Reflection• Success comes from taking risk and earning support
• Importance of inspiring, aligning, & leading people
• Help people become better than they thought possible
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Final Thought
Brands with the Best Talent Win!Medill IMC Masters Degree Opens More Doors!
• Student Perspective– Breadth and depth of marketing experiences– Global exposure and insight– Top level research– Former CMOs from Allstate, Google, McDonald’s, TGI Fridays, Deloitte, &
Walgreens
Brands with the Best Talent Win!Medill IMC Masters Degree Opens More Doors!
• Potential Employer Perspective– Thoroughly prepared, well-rounded marketing professionals– Next generation of Chief Marketing Officers
• Unique Partnership with Association of Nat’l Advertisers– Access to best marketing jobs with the best companies
Neil GoldenLecturer and Faculty Advisor
Northwestern University Medill Integrated Marketing Communications
[email protected]@nbgolden
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Thanks…
• …for the invitation
• Open discussion