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Change or die: Focusing marketing strategy, structure, and capabilities for 21st-century growth
Includes video content
Recommended by Warc editors
Chuck Kapelke, ANA Magazine, Fall 2013
This article highlights the areas in which companies will need to develop in the next few years to be successful marketing organisations of the future, through an initiative called Marketing 2020.
This article highlights the areas in which companies will need to develop in the next few years to be successful marketing organisations of the future, through an initiative called Marketing 2020. The insights gained from marketing professionals globally suggest that companies that currently outperform their peers set clear business goals for their marketing. Those surveyed agree that it is important to be clear about the brand's broader societal purpose, and also to engage both employees and consumers around their brand purpose. Marketing leaders should also clearly establish roles and responsibilities, balance the tension between global and local brands, and build a network of teams inside and out. Big Data mastery is proving to be a differentiating capability and brands must develop the ability to sustain conversations across evolving social media platforms. Key attributes of a leading CMO are described as the ability to work closely with the CEO to drive business strategy, and be inclusive and able to communicate across departments.
Turning employees into brand ambassadors
Includes video content
Recommended by Warc editors
Emma Johnson, ANA Magazine, August 2012, pp. 22-23
This article argues that engaging employees to provide passionate customer service can help build lifetime consumer loyalty, yet companies often overlook this opportunity.
This article argues that engaging employees to provide passionate customer service can help build lifetime consumer loyalty, yet companies often overlook this opportunity. To illustrate this point, the article looks at how 3M, the diversified technology company, and South West Airlines seek to engage with their employees. It also provides four best practices for turning employees into passionate brand ambassadors, such as informing employees of the organisation's brand values and the behaviour expected of them and reinforcing expected behaviour through rewards.
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