Ultimate marketing machine
Research divided into two groups, overperformers and underperformers, based on revenue
growth over three years.
Big data, deep insights
Most marketers drown in data, most don’t know what to do with it. OP: distinguished by
their ability to integrate data on what consumers are doing with their knowledge of why
they’re doing it. Understand basic drives, motivations which are universal human truths.
(NIKE+)
Purposeful positioning
Top brands excel at delivering all three manifestations of brand purpose functional benefits:
the jobs the customer buys the brand to do (pick me-up Starbucks coffee), emotional
benefits (drinking coffee is a social occasion), societal benefits (sustainability).
Unilever -> guiding principles for sustainable growth, improves health, reducing
environmental impact
AKZONOBEL Dulux: selling tints of optimism instead of paint.
Total experience
Companies enhancing value by creating customer experiences. Adding touchpoints. Spices
company: learns customers taste preference and makes tailored recipes. Algorithms distils
each recipe into a unique flavour profile that can be matched to a customer’s profile.
Organizing for growth
Everyone in the company must share the same common vision. Leaders of high-performance
companies connect marketing to business strategies, inspire their organizations by engaging
all levels with the brand purpose, focus their people on a few key priorities, organize agile
and cross functional teams and build the internal capabilities needed for success.
Connecting
Leaders of high performers excel at linking their departments to general management and
other functions. Create a tight relationship with the CEO, making sure that marketing goals
support company goals. Ensure that global, regional, and local marketing teams work
interdependently. Marketers involve marketing strategy with companywide strategy,
strengthens the whole organization.
OTHER WAY: putting marketing and other functions under a single leader.
Inspiring
Inspiration is one of the most underused drivers of effective marketing and one of the most
powerful. It strengthens commitment, when it’s rooted in a respected brand purpose, all
employees will be motivated by the same mission.
Key to do this: create irresistible messages and programs to get everyone on board. Nike has
a marketing staffer whose sole job it is to tell the original Nike story to all employees.
Zappos offers new hires 3k to leave after three weeks, cutting anyone loose who is not
inspired by the company’s obsessive customer focus.
Research divided into two groups, overperformers and underperformers, based on revenue
growth over three years.
Big data, deep insights
Most marketers drown in data, most don’t know what to do with it. OP: distinguished by
their ability to integrate data on what consumers are doing with their knowledge of why
they’re doing it. Understand basic drives, motivations which are universal human truths.
(NIKE+)
Purposeful positioning
Top brands excel at delivering all three manifestations of brand purpose functional benefits:
the jobs the customer buys the brand to do (pick me-up Starbucks coffee), emotional
benefits (drinking coffee is a social occasion), societal benefits (sustainability).
Unilever -> guiding principles for sustainable growth, improves health, reducing
environmental impact
AKZONOBEL Dulux: selling tints of optimism instead of paint.
Total experience
Companies enhancing value by creating customer experiences. Adding touchpoints. Spices
company: learns customers taste preference and makes tailored recipes. Algorithms distils
each recipe into a unique flavour profile that can be matched to a customer’s profile.
Organizing for growth
Everyone in the company must share the same common vision. Leaders of high-performance
companies connect marketing to business strategies, inspire their organizations by engaging
all levels with the brand purpose, focus their people on a few key priorities, organize agile
and cross functional teams and build the internal capabilities needed for success.
Connecting
Leaders of high performers excel at linking their departments to general management and
other functions. Create a tight relationship with the CEO, making sure that marketing goals
support company goals. Ensure that global, regional, and local marketing teams work
interdependently. Marketers involve marketing strategy with companywide strategy,
strengthens the whole organization.
OTHER WAY: putting marketing and other functions under a single leader.
Inspiring
Inspiration is one of the most underused drivers of effective marketing and one of the most
powerful. It strengthens commitment, when it’s rooted in a respected brand purpose, all
employees will be motivated by the same mission.
Key to do this: create irresistible messages and programs to get everyone on board. Nike has
a marketing staffer whose sole job it is to tell the original Nike story to all employees.
Zappos offers new hires 3k to leave after three weeks, cutting anyone loose who is not
inspired by the company’s obsessive customer focus.
