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In this second part of our conversation with Monica Skipper, former VP of Brand at FedEx, we delve deeper into the intricacies of global brand management. Monica shares more of her invaluable insights, including:
The evolution of FedEx's brand architecture and the challenges of integrating acquisitionsStrategies for brand enablement and moving away from the "brand police" mentalityThe critical role of data in shaping brand strategies and decision-makingBalancing global brand consistency with local market needs across 220 countriesThe importance of leadership support in driving major brand initiativesMonica also offers her perspective on the value of having both client-side and agency experience in brand management. She provides practical advice for navigating complex organizational structures and building influential relationships across departments.
This episode offers a rare, behind-the-scenes look at brand management within a Fortune 500 company, providing valuable lessons for brand professionals at all levels.
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Take a peek into the world of global brand management with Monica Skipper, who spent 20 years at FedEx in various brand leadership roles. Monica shares her wealth of experience and offers valuable insights on:
The evolution of brand management at FedEx, from a logo-centric approach to a comprehensive business strategyChallenges and successes in maintaining brand consistency across a large, global organizationThe importance of data-driven brand strategies and how FedEx leveraged customer insightsNavigating complex brand architecture decisions, including the integration of acquisitionsThe role of leadership support in successful brand initiativesBalancing global brand consistency with local market needsThe transition from brand policing to brand enablement
This episode provides a rare glimpse into the inner workings of brand management at one of the world's most recognizable companies.
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Manglende episoder?
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Building a brand in a B2B environment requires patience, strategy, and sometimes an entirely different playbook. Brand Enabled kicks off its third season with co-hosts Gabriel Cohen and Holly Osborne diving into the realities of corporate brand leadership.
Holly brings her wealth of experience from Google's Brand Lab, Landor, and most recently as Global Brand Leader at Ciena, where she transformed a niche tech company's brand presence to compete with industry giants. She shares candid insights about the transition from agency to client-side, including the political landscape navigation and the humbling moments of working in a technical B2B environment.
The conversation sets up Season 3's focus on honest, behind-the-scenes discussions with corporate brand leaders, starting with upcoming guest Monica Skipper, VP of Brand at FedEx. Expect raw conversations about brand building in an era of AI transformation, changing agency models, and the ongoing tension between brand storytelling and performance marketing.
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In this episode, Norman Guadagno, the CMO of Mimecast, discusses the intersection of marketing, leadership, and team dynamics with Gabe Cohen. Norman emphasizes the critical role of marketing in capturing attention and fostering resonance with customers, emphasizing the pivotal moment of engagement that opens doors to new opportunities. He also dives into the significance of pattern recognition in leadership, explaining how this skill can elevate individuals into more strategic roles by identifying cross-industry patterns. Don't miss this compelling discussion about marketing strategy, profound leadership insights, and the evolving landscape of brand management within the competitive cybersecurity sector. Tune in!
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At some point, businesses have to make a pivot, be that through mergers and acquisitions or rebranding. Crucial to this is the ability of a branding professional to get the people aligned and march in the same direction. Engelina Jaspers found this to be true. With a 30-year experience as a corporate executive leading company-wide transformation, Engelina has seen what it takes to make pivots successful. In this episode, she joins Greg Silverman to share with us the wisdom she earned from an incredible background in the world of marketing and brand. From working with Kodak to being at the scene during the major merger of HP and Compaq, Engelina recounts the lessons she learned. She then gives an inside view of the rebranding of Flextronics to Flex, sharing the role she played, the challenges in the process, and the factors that contributed to their success. Tune in now to gain valuable insights from Engelina's wealth of experience as she unveils the essential elements that drive successful business pivots.
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Merge 'lazy' with strategic marketing brilliance – simplicity is the key to unlocking financial success. For today’s episode, Scott Bynoe reveals the art of aligning your efforts and leveraging insights for a marketing revolution. As the Vice President of Marketing at Crawford & Company, Scott shares how marketing works in the financial sector. He introduces the concept of "lazy marketing" and explains how simplicity and focus can be game-changers in reaching your audience. He also explores the significance of storytelling, not just externally but internally as well. Scott reveals the brand maturation at Crawford & Company and shares the vision for the brand and the role of culture to create a fascinating narrative in financial services. Tune in now!
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Creating a successful brand requires vision, boldness, and a belief system that transforms challenges into opportunities. In this episode, Tom Butta talks about the importance of creating a strong brand vision, ambitious goal, and firm belief system. He shares the challenges he faced in managing the internal dynamics of crafting a compelling brand direction. He also talks about overcoming internal obstacles, getting support from important people, and balancing consensus with taking bold steps towards success. Learn about the language of branding, how words matter, and the reality of “work-life” balance. Tune in now!
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In order to hire the best people for your team, you must not only rely on their resume or credentials. To get a broader and deeper understanding of the person you are hiring, focusing on storytelling is the best way to go. In this episode, Gabriel Cohen sits down with Indeed’s Aidan McLaughlin to discuss how to break barriers to work through invigorating, inspiring, and motivational stories. He explains the importance of story discipline and the biggest benefits of accrediting storytellers. Aidan also shares about his storytelling training within Indeed and a film investment program that gives voice and opportunity to filmmakers from minority groups.
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When you’re a challenger brand that’s trying to get unfair market share, you need to things to succeed – a healthy amount of risk-taking and the agility to take advantage of the big guy’s missteps. Patrick Reynolds has a knack for developing these qualities in challenger brands in his career as a marketer. Patrick is the CMO of the customer data platform BlueConic. Prior to this role, he spent two years in an executive position for Mastercard. Patrick loves the challenge of unleashing the potential of challenger brands through ingenious marketing, branding, and positioning strategies. Tune in and learn how he puts his concepts into practice and how that has translated into business success!
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Looking at services companies today, one would notice that almost every leading name has gone through a major brand transformation. Although ridden with tension, panic, and a long list of challenges, it is one of the biggest steps to get through in order to get to the next level. Gabriel Cohen sits down with Capgemini's Francois-Xavier Reodo, who shares how they navigated through their own brand transformation and brought their name on a global scale. He explains how they handled their team’s initial negative reactions, the major revamp of their brand identity, the struggles of the acquisition process, and working with different cultures. Francois-Xavier also talks about the importance of doing brand surveys, what baseline metrics they considered for their total rebrand, and the undeniable positive impact of putting customers first.
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When Jackson Health System in South Florida was facing bankruptcy, the government-owned brand orchestrated a remarkable turnaround through a series of changes. Our host, Gabriel Cohen, along with Matthew Pinzur, Jackson Health System’s Senior Vice President and Chief Marketing Officer, discuss this inspiring story of how bringing in a new CEO, modernizing their marketing tactics, and restructuring their team proved to be the successful course correction Jackson Health System needed to thrive.
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Brand loyalty today is not about what you sell; it's about the authentic connection you create. Today, Slate Olson, Chief Marketing Officer at LOGE Camps, discusses the future of brand marketing. Slate explains how the definition of brand loyalty is changing and how innovative strategies can disrupt the status quo. He breaks down the essential elements of a successful brand, emphasizing the role of authenticity, community, and creating a genuine connection with the audience. Intrigued by the challenges faced by global giants and disruptive newcomers, Slate also explores the secrets behind brands like Hoka and LOGE Camps that have redefined industry standards. He discusses the power of creativity, innovation, and the athlete's voice in shaping successful marketing campaigns. Tune in now to discover what it takes to disrupt or be disrupted in the world of marketing!
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Sometimes, having the best product doesn’t guarantee success. It can be beaten by a superior brand. This episode’s guest has a fascinating story about this. Gabriel Cohen interviews Justin Steinman, whose career that took him from GE Healthcare Digital to Novell taught him great lessons he was able to apply to the rebranding at Definitive Healthcare as its Chief Marketing Officer. From leadership to marketing lessons, Justin takes us from the inside out of their rebrand process and how they have repositioned themselves as the industry leader in healthcare commercial intelligence. He then highlights what makes good change management and lays out some core guiding principles for leading and managing people. If you are at the point of transforming your brand, today’s conversation is one you won’t want to miss. Tune in!
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Companies that have been existing for a long time will inevitably undergo rebranding to keep up with the ever-changing customer and market demands. Alejandro Yu, Vice President of Marketing at Raiz Federal Credit Union, shares his most important rebrand lessons focused on moving forward while keeping heritage intact. Joining our special guest host Brian Elkins, he explains every single thing they had to consider for their rebranding process that allowed them to revamp and improve without tainting their decades-old legacy. Alejandro also shares tips on bringing your team on board with such a massive undertaking and how they handled the unpredictable parts of the rebrand process that mostly caught them off guard.
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Despite being an important part of our world today, the financial services industry often has subpar marketing strategies. Perhaps that is why these companies feel very similar and even lack that human connection. If you are part of this side of the world, how can you create that differentiation? For Alec Hanson, the Chief Marketing Officer at loanDepot, the opportunity for differentiation comes in branding. In this episode, he joins Gabriel Cohen to dive deep into this important part of business, bridging finance and emotion in lending. More specifically, Alec talks about serving home buyers from diverse minority communities. He highlights the need for education on mortgages now more than ever before. With the help of an incredibly diverse group of salespeople telling their stories and experiences in the industry both digitally and locally, we can make a greater impact for those coming in to avail our services and more. Tune in to this important conversation and learn the power of branding that gets your message and soul front and center to your audience.
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In the ever-shifting landscape of marketing, adaptability and innovation are key. Join us in this episode as Gabriela Henault, the Chief Marketing Officer at AlphaSights, discusses how brands can leap into a new era. With a passion for collaboration and an eye for detail, Gabriela shares how brands can navigate the complexities of client-side demands while staying true to their core identity. Discover the critical role of collaboration, the power of feedback, and the nuances of crafting the perfect brief. Gabriela also emphasizes the need for marketers to be well-rounded before specializing, as the modern marketing landscape demands an understanding of various disciplines, from digital to design. Tune in now and learn how to take your brand into a new era of success.
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Iconic brands are those who have become household names and dominated the market for a long time. But reaching such a point and maintaining this status is easier said than done. Gabriel Cohen sits down with Ian Stewart, CMO of Wedge Brands and Xcel Wetsuits, to discuss how the biggest brands like Nike and Converse studied the latest trends and integrated them into their marketing decisions and overall business playbook. Gabriel explains how to identify and stay in touch with your core audience, as well as the most important factors to consider when building an influential brand DNA. He also discusses how iconic brands manage to keep up with the ever-changing market, the importance of lagging indicators, and the secrets behind managing well-rounded teams.
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This episode features Max Pfennighaus, the Director of Enterprise Brand Design at Johnson & Johnson. In an insightful conversation, he brings us into the world of agency selection and brand transformation and shares a wealth of knowledge and behind-the-scenes insights from his extensive experience in working with branding agencies. Max discusses how the role of branding agencies has evolved over the past decade, emphasizing the importance of understanding the client's unique needs and the ability to adapt to change. He reveals the critical factors that set agencies apart during the selection process, shedding light on the delicate balance between expertise and curiosity. He offers valuable advice on how agencies can make a lasting impression in their pitches, highlighting the significance of team chemistry and a client-centric approach. He discusses the art of engineering discussions during presentations, providing tips on keeping clients engaged and fostering meaningful conversations. Max also shares real-world examples of successful agency selection processes and illustrates how agencies can navigate the intricacies of client expectations and project scopes. Tune in to this episode for an eye-opening exploration of the agency-client relationship, packed with practical insights that can transform your approach to branding and agency collaboration.
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Effective branding goes beyond logos and slogans; it's about crafting an immersive experience that resonates deeply with your audience. Welcome to an exciting episode featuring a true branding expert, John McIndoe, the former CMO of IRI. John discusses the world of branding, exploring the pivotal moments that shaped his journey and honed his brand strategy expertise. From working on positioning and architecture to crafting captivating creative designs, John walks us through his brand strategy prowess. Drawing from his extensive background as a former Chief Marketing Officer, John unveils the secrets behind successful brand strategies that leave a lasting impact. Discover the essential elements that comprise a winning brand strategy, and gain practical tips to elevate your own brand's positioning and design. Tune in now!
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Transforming the brand into a commoditized category requires strategic thinking, innovation, and a deep understanding of the market and consumer dynamics. To discuss this topic, Rich Kylberg, a former Arrow Electronics CMO, joins the podcast to explore some key insights and strategies that can help reshape the brand's role. Rich emphasizes the value of empowering others to do something great. You can help empower others by getting them into their goal without imposing the presumption of your goal upon them. It is important to hear Rich’s insights on these strategies and learn about his experiences in transforming the role of a brand in a commoditized category, particularly within the context of Arrow Electronics.
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