ISSUE #13

Meet Brand Quarterly’s 50 Marketing Thought Leaders Over 50

Next Generation Brand Loyalty: Designing Digital Habits

Trademark Strategies For Social Media Campaigns

“Does This Brand Make My Butt Look Big?”

The Art And Science Of Brand Influence

...and much more inside.

WINTER IS COMING... Don’t get left out in the cold.

Our experts show you how to win the ‘Game of Brands’.

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20 Building Your Business From The Brand Up

2014

We all know age has little to do with ability; that you’re never too young OR too old, if you’ve got talent.

In the Marketing world, as with many other industries, there’s a focus on the up-and-comers, a fascination with how successful you can be at younger ages. While it’s wonderful to celebrate success… we also see a number of gaps that need to be filled in the eco-system of recognition. The first of these gaps is made up of highly experienced Marketers – they’ve been doing it for a while and have a ton of wisdom to share with the business community!

We are of course, talking about our Marketing Thought Leaders who are 50+.

Each of the Marketing Thought Leaders highlighted over the following pages have a wealth of experience and knowledge to share; and have gained the respect of their peers through their words, actions and achievements, in print, online and in person.

Combining their well deserved recognition with adding value for our readers, we asked each finalist to share their insights on these 2 questions:

1. What’s the biggest change you see occurring in the marketing industry over the next 5 years?

2. What’s your top piece of advice for management/marketing professionals to make their social media presence as engaging as possible?

One of each of their answers is published on the following pages, with the full extended coverage of this feature including both answers by each of our 50 Marketing Thought Leaders being published on BrandQuarterly.com (live Mon 24 Nov).

You can also easily keep up-to-date with everyone on this years list by following our ‘50 Marketing Thought Leaders Over 50’ Twitter List HERE.

Thanks to each and every one of the 50 experts on this list, for taking the time to share your insights. While a couple of you mentioned nerves on unveiling your age group - hold your head high, know that you’re awesome and remember; if Brad Pitt was a marketer he’d qualify for this list :)

So without further ado… it’s time to meet Brand Quarterly’s 50 Marketing Thought Leaders Over 50.

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Brand Quarterly 21

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22 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014

Jeff SheehanPresident | Sheehan MarketingOn the next 5 years for marketing:

The marketing industry is becoming ever more complex. Due to the daily emergence of new tools and ways of doing business there is no rest for the weary. It will become impossible for any one individual to keep up with everything. Only with a team of qualified professionals with expertise in limited disciplines can a marketer expect to succeed.

David Meerman ScottMarketing StrategistOn the next 5 years for marketing:

Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance. To be successful, marketers need to develop a real-time mindset.

Ted RubinSocial Marketing Strategist, Acting CMO Brand Innovators, Keynote SpeakerOn an engaging social media presence:

Engage, interact, and build relationships. BE Authentic, don’t just ACT it. This might seem obvious… but authenticity is on the verge of becoming just another buzz word. TRUE authenticity (not just using that word often in your tweets and posts) will set your brand (product or personal) apart in today’s highly competitive market.

Don PeppersFounding Partner | Peppers & Rogers GroupOn the next 5 years for marketing:

Over the next five years I would expect the line to blur between marketing, sales, and service even further, as customers take full charge of seeking information, comparing experiences, and even helping each other with service questions.

Marsha CollierAuthor / CEO | The Collier Company, IncOn an engaging social media presence:

Please stop broadcasting and non-stop self-referential posts. Take time to join in conversations and thank your community for supporting you. If their posts fall in line with your brand, why not share them? When selecting Brand Ambassadors, be sure they reflect the brand culture, numbers mean nothing if they are not relevent. Combine your data with human intuition.

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Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014 23

Mark SchaeferExecutive Director | Schaefer Marketing SolutionsOn an engaging social media presence:

Have the courage to be human. Show yourself. People buy from those they know and trust, not an ad or a jingle.

Cheryl BurgessChief Executive And Chief Marketing Officer | Blue Focus MarketingOn an engaging social media presence:

Today, every professional needs to tweet. Period. If an executive or manager cannot publish a valuable 140-character tweet about the brand they work for, then they shouldn’t be in their job. Focus on building a community. Extend your reach. Grow your audience, and share your thoughts and ideas. Twitter is a win/win.

Steve FarnsworthCMO | The @Steveology GroupOn the next 5 years for marketing:

Over the last 5 years we have seen many marketers, who grew-up in traditional marketing practices, become irrelevant because they failed to learn and become digitally savvy. Over the next 5 years a thinning of the herd will happen again to marketers who fail to welcome and embrace marketing analytics.

Alan SeeChief Marketing Officer | CMO Temps, LLCOn an engaging social media presence:

Focus on the 3 Big C’s. Character: Proactively search for interesting business characters and connect to them first. Make sure you maintain a level of personal brand consistency that helps your audience quickly understand what they’re getting. Cadence: Create a consistent flow of relevant thought-leadership material; without making it feel over- the-top or spammy. Callout: Look for opportunities to mention or retweet your connections in order to help them build their social capital.

Jill KonrathCEO | Jill Konrath, Inc.On the next 5 years for marketing:

Marketers being held accountable for revenue goals. When marketing and sales are tied together by similar goals, everything changes -- for the better! (Note: I’m from the sales side of the house!)

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Gary SchirrAssociate Professor | Radford UniversityOn the next 5 years for marketing:

Staying relevant and communicating effectively over a series of platforms will be a major challenge for most of the next decade. Can an organization engage people effectively and create useful content that works in very different platforms and communites? Can the organization maintain a consistent message while effectively engaging those communities?

Mark BurgessPresident | Blue Focus MarketingOn the next 5 years for marketing:

The biggest change is the continuing shift from outbound to inbound marketing. The impact is gathering momentum as marketers find lack of trust and authenticity in traditional marketing programs. This lack of trust is a significant barrier to success. Look for more brands to be focused on the creation of social employees as the new marketing channel.

Janet FoutsCEO | Tatu Digital Media On an engaging social media presence:

Think about who you are talking to and be mindful of what they want instead of pushing your message on them. (Don’t put words in their mouths. Listen.)

Gina CarrChief Tribe Building Officer | Gina Carr InternationalOn the next 5 years for marketing:

I think the biggest change will be how to get the attention of their customers in a world where people are constantly bombarded with too much information. Choosing the right channels, engagement strategies, and offers will be critical for success.

Terry BrockSupreme Commander | Achievement Systems, Inc. On an engaging social media presence:

Listen first. Find the pain others are going through and then provide solid answers in video, text and audio formats. Focus on helping others rather than “blasting” your message out. We don’t need your blasting. We need caring!

24 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014

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Trevor YoungFounder & Principal Consultant | Authority PartnersOn an engaging social media presence:

Ensure your social media feeds are as ‘human’ as possible - put faces and names to the people behind the Twitter account or Facebook page; take followers ‘behind the velvet rope’ of your organisation with photos of staff/partners, shine the spotlight on your customers, tell stories, interact with your audience, retweet often, follow other people’s accounts - get involved!

Paul Greenberg Managing Principal | The 56 Group, LLCOn an engaging social media presence:

PTI - personalized targeted interactions - know who you are communicating with, to the extent you are able. Interact with the individuals that you are trying to reach. Not in a tedious way - it can be that - but by identifying those things that resonate with a larger group - personally, not only demographically. The data exists.

Ardath AlbeeCEO & B2B Marketing Strategist | Marketing Interactions, Inc.On the next 5 years for marketing:

Getting marketers the training and education they need to deal with the continuous change and evolution of marketing. According to research, 82% of marketers receive no traininng, yet marketing has changed more in the past few years than in the last 50. I don’t see that stopping, so ongoing training and education must become an investment in a company asset - marketers.

Kent HuffmanGlobal Vice President of Marketing | ServergyOn an engaging social media presence:

I would suggest that marketers concentrate on listening, developing relationships, providing useful information, establishing trust, building communities, and helping others succeed.

Adrian C OttChief Executive Officer | Exponentialedge Inc.On the next 5 years for marketing:

Every business will become a software business. Winners will offer new products that augment their core business based on tech. Traditional companies like P&G and GE are already making this transition. Harnessing the deluge of data spawning from IoT and wearables (like the Apple Watch) will enable predictive customer insight and new app opportunities to serve customers.

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Drew NeisserCEO | RenegadeOn the next 5 years for marketing:

The promise of 1:1 marketing will finally be realized on multiple levels. From Addressable TV to retailers use of beacons, marketing will become more relevant, more timely and more effective than ever before.

Tony ZambitoFounder Of Buyer Persona | Tony ZambitoOn the next 5 years for marketing:

I believe the overwhelming deluge of content currently, will spark significant changes. Marketing will eventually have to leave the orientation towards “mass” marketing behind and develop new ways to connect with consumers and business buyers on a more personal as well as human level. This includes an emphasis on humanizing branding and brand meaning.

Kirby WadsworthChief Marketing Officer | Limelight NetworksOn an engaging social media presence:

In our new book, Recommend This! Deliverying Digital Experiences that People Want to Share (Wiley), we outlined nine characteristics that drive social media success. The same characteristics also drive success in building face to face relationships. Out of all nine, I believe authenticy is the most important. Turns out we can smell a phony a mile away, online or in person.

Brian KardonChief Marketing Officer | Lattice EnginesOn the next 5 years for marketing:

Powerful, real-time analytics are no longer a nice-to-have for marketers. We are seeing rapid acceptance of marketing analytics - with marketing technologists joining marketing teams, greater use of both internal and external data, and software to build models and push analytics into marketing workflows. Not all marketing teams are prepared for this.

Eric FletcherChief Marketing & Business Development Officer | Liskow & Lewis On an engaging social media presence:

Worry less about what your message should be and more about listening to relevant audiences; this will inform your message beyond measure. Value is not in followers, fans, page views or likes, but in the conversations in which you engage. Social is the backyard fence, the town square, the water cooler for the communities you care about. Resist evangelizing. Deliver value. Build bridges. Effective social is a long-term investment in relationships.

26 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014

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Loren McDonaldVP Industry Relations | Silverpop, An IBM CompanyOn an engaging social media presence:

Social media success has always been about the conversation, about dialog. There will always be a role for pushing out content in social media channels, but executives need to embrace the idea that social media is really about listening and responding; and creating, enabling or being a catalyst for compelling conversations. Consumers want to talk with and about your brand, and in positive terms, if you solve problems and use a human and authentic voice.

Jeff OgdenPresident | Find New CustomersOn an engaging social media presence:

Keep adapting to the fast changing world. Build your presence on all social media sites, including Twitter, LinkedIn, Facebook and YouTube. As my friend Jay Baer once said “Content is fire. Social media is gasoline: so be everywhere and create your very own bonfire.” You can do it.

Larry WeberChairman & Chief Executive Officer | Racepoint GlobalOn the next 5 years for marketing:

The biggest change occuring in the marketing industry over the next five years is integrating software as a service into marketing. All types of organizations, regardless of size, segment or category are purchasing marketing automation technology to help their companies accompany their prospects through the sales cycle as well as nurture leads with personalized content.

Eric WeaverChief Social Officer, G-14 Region | IPG MediabrandsOn an engaging social media presence:

Whether for your company’s presence or for your own, you need to dedicate time, energy and creativity in order to inspire customers or fans to interact with you. Decide what your business objectives are and from those objectives, determine the best use of your time. Is it video? Creative content? Thought pieces? Or stirring the pot in a forum?

Laura PattersonPresident | Visionedge MarketingOn the next 5 years for marketing:

More channels, competition, and distinct segments to manage, shorter product lifecycles, greater price transparency, and higher customer experience expectations, converge to create an exponential increase in marketing data. Which requires increased investment in technology and marketing operations to glean business insights and drive long-term growth.

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Jay DeragonDigital StrategistOn the next 5 years for marketing:

Marketing as a silo department will be dead. Marketing teams will be made up of cognitive psychologists, mathematicians, data scientists, sociologists, and software developers. This will create the biggest change in terms of talent demands in the marketplace. Intimate knowledge of buyer preferences and the ability to fulfill those preferences, will be the winning strategy.

Barbara FowlerPartner And CMO | Chief OutsidersOn the next 5 years for marketing:

The biggest change I see in the marketing industry in the next five years is outsourcing. With all of the new marketing technologies coming out, different expertise is needed. Knowing when to rely on outside experts and when to bring knowledge in-house is key. Keeping up with the changes without becoming overwhelmed and trying every new idea will become even more important.

Lynne Jarman-JohnsonChief Marketing Officer | Consumers Credit UnionOn an engaging social media presence:

Be Yourself. Don’t pretend to be anything you are not. Let your voice shine in your work when you post and plan. And Always, Always, Always #SimplyBeKind

Kieran HannonChief Marketing Officer | Belkin InternationalOn the next 5 years for marketing:

A return to story telling across all touchpoints as part of the brand conversation. Brands need to have “DNA” elastic enough to traverse the various avenues Fans will engage through. That means the classic marketing Funnel is dead as Fans will enter and depart in non-conforming behaviors. For instance, “unboxing” bloggers might be the first brand connection.

Joel BookPrincipal, Marketing Insights | Salesforce Marketing CloudOn an engaging social media presence:

Social media represents the beginning of the conversation with the customer – an opportunity to listen to the customer’s needs and respond with content that is helpful and aids the decision-making process. The currency of brand advocacy is TRUST and brands that use tools like Social Studio to listen and respond to the customer’s needs will earn their trust and confidence. When managed properly, social media represents a powerful channel for attracting, engaging and serving customers.

28 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014

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Jay BrokampCEO | Docustar, Inc.On an engaging social media presence:

It’s a matter of staying at it and finding your social media voice. I think the most important thing is getting started, being diligent and sharing ideas and topics you are passionate about.

Christine MoormanDirector | The CMO Survey, Sr. Professor | Duke University, Fuqua School Of BusinessOn an engaging social media presence:

Invent your own ways to reach your most valued customer. Don’t follow the competition and don’t try to be everything to all customers. Create value from engaging with these customers and then ensure you are capturing value for your company by harvesting the benefits of a strong brand and strong customer relationships to grow your company over the long-run.

Vince FerraroExecutive Vice President & Chief Marketing Officer | Attenditus Digital NetworksOn the next 5 years for marketing:

The world is becoming mobile-centric. Mobile payments, digital currencies, beacon technologies, etc. will have huge implications of how we will shop and pay for goods in the future. In addition, there are real opporunities for companies to deliver new and better customer experiences that include highly targeted content and offers tied to location and shopping habits.

Michael LibbieOwner/Host | Insight Advertising, Marketing & CommunicationsOn an engaging social media presence:

Focus on the consumer. We find it amazing that so many businesses and marketing professionals view social media as a “broadcasting tool” when it should be an engagement tool. Also, keeping customers is less costly than creating new ones…

Heidi LorenzenCMO | CloudwordsOn the next 5 years for marketing:

The development of a truly global mindset supported by targeted local execution. Marketers are being inundated, with demands for more personalized communications, by fragmented audiences, in more markets. Managing this complexity across different stages of the buyer’s journey, in different languages, with skyrocketing amounts of content across numerous channels will be one of marketing’s top challenges to solve. Maximizing global opportunities and engagement will move up the priority list.

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Bill McCloskeyFounder | Only Influencers, LLCOn the next 5 years for marketing:

In my field, email marketing, we are undergoing a consolidation sea change. The longstanding brand in the ESP space, ExactTarget, has been absorbed into Salesforce and other mergers are being announced. This trend will most likely accelerate in the next five years.

Patrick HanlonFounder, Chief Executive Officer | Thinktopia®

On the next 5 years for marketing:

A decade ago, I wrote “our only constant today is change.” This is still true, and it has accelerated. The middle man has been wiped out: disintermediated by new words, new values, new vision. Every category of our life is effected: home, family, education, economics, race, values, energy, war, medicine, food, transportation. But with great change comes great opportunity.

Saul J. BermanPartner, VP & Chief Strategist | IBM Global Business ServicesOn an engaging social media presence:

Invest the time to engage and explore the latest social media platforms, as the cycles of platform innovation will continue to accelerate.

Linda IrelandPartner | AveusOn the next 5 years for marketing:

The biggest challenge marketing leaders will face is to help their organizations agree upon and implement a customer experience that makes money. The industry must get better at big data to anticipate unmet needs. It must change to help marketing leaders use technology to redesign the product, process and emotional moments that have a disproportionate impact on customer success - and support and celebrate those who build on the values mutually shared by customers and company.

Shaun SmithFounder And Author | Smith+CoOn an engaging social media presence:

Be clear about your brand purpose and tell the story to your customers in a compelling way, that motivates them to participate and add richness to the story. For example, Burberry’s Art of the Trench. Stop being driven by the meaningless quest for more ‘Likes’ and start creating true meaning for customers.

30 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014

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David NewberryFounder | Market-In360On an engaging social media presence:

The content needs to be helpful, to serve a purpose. It needs to solve an issue, impart knowledge, provide a new perspective or even lighten the day, but it needs to have value. In addition if you are sharing content from others, always try and add your perspective, why it is worth sharing / why it is of interest as social content should always be personal.

Brad ShorrDirector Of B2B Marketing | Straight NorthOn an engaging social media presence:

What’s worked best for me is trying to be responsive and helpful at all times. I only share content that is really, really good. I try to answer questions and thank people for mentions quickly and genuinely. These things are pretty basic, but are at the heart of any good business relationship.

Jeffrey PeelManaging Director | Quadriga Consulting LtdOn the next 5 years for marketing:

The continued move towards digital marketing. We may not like it but it’s inevitable and it’s good. And marketing strategy will be impossible without deep knowledge of digital.

Barnaby WynterOwner | The Brand Bucket Company LtdOn an engaging social media presence:

Define your Value Proposition clearly and then use social media channels to express this insightfully and appeal to your ideal prospects.

Gary KatzChairman | Marketing Operations Partners & Marketing Future ForumOn the next 5 years for marketing:

Our focus will shift from marketing optimization to marketing innovation. Most of our resources today are dedicated to feeding the machine - content, campaigns, leads, pipeline. As we move toward 2020, our strategic vision will motivate us to put greater energy and commitment into building the marketing organization of tomorrow.

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Building Your Business From The Brand Up

Employee Advocacy Gives CEOs A Second Chance To Do Social RightNeal Schaffer

12

Brand Influence Is More Than Good CommunicationArt Markman, PhD

4

Featured This Issue:

Social Code: The Brand As A VillagePatrick Hanlon

16

“Does This Brand Make My Butt Look Big?”Andrew Vesey

34

Mobile Marketing: Stay Ahead Instead Of Keeping UpBrett Relander

48

Supercharging Your Sales With Body LanguageVanessa Van Edwards

8

Next Generation Brand Loyalty: Designing Digital HabitsAdrian C. Ott

38

Trademark Strategies For Social Media Campaigns Michelle Ward

52

Avoid The Commodity Trap: Raise Your Price!Jeff Shore

44

How Top Female Global Leaders Brand Themselves For SuccessCatherine Kaputa

56

We Unveil Brand Quarterly’s ’50 Marketing Thought Leaders Over 50’Find out who made this year’s list

22

2014

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Brand Quarterly

The Psychology Of Pricing And Your BrandGraham Jones

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From The EditorWinter is coming… but first comes Brand Quarterly’s lucky issue #13 :)

That’s right - three years have flown by! And thanks to the support from you our fantastic readers, we’re heading from strength to strength, launching into our fourth year, with this issue packed full of insights from 60 brilliant business and marketing minds.

As one of our loyal readers, if you haven’t checked out the new BrandQuarterly.com yet, I’m confident you’ll love it! For just on 4 months now, in addition to the magazine, we’ve also been sharing new web-only content from our expert contributors there every week.

Along with the lineup of world class contributors in this issue, we’re also proud to be sharing with you Brand Quarterly’s ‘50 Marketing Thought Leaders Over 50’ list. It’s been a joy to connect with so many wonderful people whilst compiling this year’s list, and I’m grateful to each of them for sharing their gems of wisdom with us all. As a little teaser... get ready to be enjoying more great lists like this one and awards in the future.

Speaking of the future… no, I can’t possibly let any other secrets slip - let’s just say 2015 is going to be a big year. If you’re interested in joining us on this journey as a contributor, please take the time to read our Editorial Guidelines and Submission Process information on the website.

Thanks again to everyone involved in making lucky #13 such a great resource for our readers - couldn’t pull this together without you.

As always if you’re enjoying what you’re reading here, share, share, share :)

Best,

FionaBrand Quarterly magazine ISSUE #13 - Released NOV 2014 www.brandquarterly.com

Publisher/Design: Vesey Creative Ltdbrandquarterly@veseycreative.com

As the publishers of Brand Quarterly, we take every care in the production of each issue. We are however, not liable for any editorial error, omission, mistake or typographical error. The views expressed are those of the contributors and not necessarily those of their respecitve companies or the publisher.

Copyright: This magazine and the content published within are subject to copyright held by the publisher, with individual articles remaining copyright to the named contributor. Express written permission of the publisher and contributor must be acquired for reproduction.

Create More Profitable Promotions For A Stronger BrandDick O’Brien

60

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