Info

The Heart Of Marketing

Despite all the latest digital marketing technology, the fundamentals of good marketing haven’t changed a whole lot. At its core, we still need a solid strategy. And we still need to make human connections. That is The Heart of Marketing. Join hosts Jayme Soulati and John Gregory Olson for an informative and entertaining romp through the digital marketing world today. You get an insider view of a variety of topics to help you win customers and grow sales. Some of the topics we’ll cover include: online publishing, public relations, content marketing, social media, mobile, branding, message mapping, marketing integration, and lots more. All delivered with the wit and wisdom of two accomplished marketing pros. Meet your hosts ... JAYME SOULATI is president of Soulati Media, Inc. and is a message mapping master. She hails from Chicago's public relations firms and delivers strategically blended marketing based on core PR with content, social and digital. She is an award-winning blogger since 2010 and brings perspective in business since 1984. Jayme is a past president of the Publicity Club of Chicago. Find her at Soulati.com. JOHN GREGORY OLSON has more than 25 years of B2B marketing experience in both agencies and corporations spanning manufacturing, legal publishing, imaging supplies, healthcare, and nonprofit. John has designed and executed marketing strategies that have generated in excess of $300 million in revenue for 3M, Thomson Reuters and other global businesses. John is a past president of the Midwest Direct Marketing Association. In 2014, John was ranked #52 on Onalytica's list of the top 200 content marketing influencers in the world. John specializes in helping midsized business organizations grow customers and sales with integrated digital marketing strategies. Find John at JGODigital.com.
RSS Feed Subscribe in iTunes
The Heart Of Marketing
2017
June
May
April
March
February
January


2016
December
November
October
September
August
July
June
May
April
March
February
January


2015
December
November
October
September
August
July
June
May
April
March
February
January


Categories

All Episodes
Archives
Categories
Now displaying: Page 1
Aug 9, 2016

IDG is the world's largest tech and data company, or some such big descriptor, and is a large global Fortune company.

Like other companies, it has a culture and it has a brand; yet, the two were misaligned. Sound familiar? We've done a Culture Series on The Heart of Marketing where we explore how culture aligns with brand and mission, vision, values.

IDG looked across its corporation and realized how siloed it had become. Customers knew one specific product solution, but had no idea about others the company offered. That's a branding fail! No cross selling could occur well.

There was splintered messaging, employees were uninformed, there was no chief marketing officer at the helm, and a series of other 'nots.'

It was time to take action, and how did IDG do so on a global platform?

EMPLOYEES.

A very grassroots approach using employees was how IDG launched a brand culture revamp. Brand Ambassadors were its secret sauce, and these people were not from the marketing department!  The brand ambassadors were authentic, and became authentic influencers, too.

This episode is a must-listen because it's a perfect example that you can't be too large and still need to align brand culture with mission, people, vision, customer, and values. Right?

You Might Like

Brand Amplification with @danielghebert of Post Beyond

Our co-host @digitaljgo shares his rebrand story

The pros and cons of patriotic branding

0 Comments