What A Former CMO Can Teach Us About Branding

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Great management article from Karl Greenberg of MediaPost Friday, 5 lessons to learn from a Corporate Marketing Officer on his way out...
"Jim Stengel's presentation at Association of National Advertisers Masters of Marketing conference in Orlando, Fla. on Friday was also his last as CMO at Procter & Gamble. "We were a company with $11 billion in sales, and now are one with $83.5 million in sales and 24 $1 billion brands. So it's steady and sustainable and a remarkable growth journey." He says it's also all about growth in terms of what the company stands for. "We have a tendency to overcomplicate things. The simpler the better; the simpler the more profound."

There were 5 major points that I think we can take to heart whether we be in management, sales, or just trying to build relationships with our clients and customers.

1. Put People at the center of all your do.  Treat your people the way you would want your customers to be treated.
2. Engage your heart and mind in everything you do.
3. To much spend goes to short-term and tactical that doesn't build loyalty and relationships with customers
4. Creativity is about solving problems.  We too often have the wrong discussion with agencies.  We talk fees, etc, short-term stuff- not how to come together about how to create a powerful brand.
5. Have a purpose.

I couldn't help but be inspired when I read this article as I could relate it right back to the small business owner that was trying to keep his business afloat and build a brand against the box retailers.
 To read the entire article click here