Entangled Marketing, Thoughtful Philanthropists, Force Multipliers and Hustling Gigs

Best Seller TV, the only show dedicated to covering today’s best-selling business books on C-Suite TV, is announcing its August lineup featuring in-depth interviews with leading business authors Sebastian Jespersen and Stan Rapp, authors of Release the Power of Entangled Marketing: Moving Beyond Engagement, Richard Marker, author of Saying Yes Wisely: Insights for the Thoughtful Philanthropist, Tony Chatman, author of The Force Multiplier, and Joel Block, author of Stop Hustling Gigs and Start Building a Business: 101+ Tricks of the Trade to Help Entrepreneurs and Self-Employed People Build a Money-Making Machine.

Sebastian Jespersen and Stan Rapp, authors of Release the Power of Entangled Marketing: Moving Beyond Engagement discuss the term ‘entangled marketing’ and how it can change the way brands interact with their customers. Entangled marketing is a new business model that leads to an enduring, mutually rewarding relationship with customers in the internet era. “Entanglement” is used as a metaphor for what is happening right now — the way one thing blends with another, making everything intertwined. Jespersen says that once brands start entangling with customers, trust becomes an essential part of the relationship; and like any other relationship, it can get messy if broken.

Richard Marker, author of Saying Yes Wisely: Insights for the Thoughtful Philanthropist, targets philanthropists of all levels — from the very rich to the occasional donor. The book explains how ‘saying yes wisely’ means that you’ve thought about why you’re giving and why giving is a priority for you. Marker states that while many people are charitable, many don’t know the intricacies of philanthropy such as best practices, core competencies, ethics and laws — all leading to making good, responsible decisions. The book aims to fill that gap and also argues how philanthropy can’t take the place of government, given the current administration’s change in policy.

Tony Chatman, author of The Force Multiplier wrote the book as a way to address a gap in leadership in a more practical, and less theoretical, way that would be applicable to everyone — from first-time leaders to executives. Chatman argues that if first-time leaders have a solid foundation about what it means to be a leader, they can avoid a number of pitfalls when they become executives. He also defines a ‘force multiplier’ as someone who brings out the best in others simply because of their presence. This, Chatman says, is “what makes a leader indispensable.”

Joel Block, author of Stop Hustling Gigs and Start Building a Business: 101+ Tricks of the Trade to Help Entrepreneurs and Self-Employed People Build a Money-Making Machine talks about giving people the tools and know how to put things in motion successfully. Block states that the trick to being successful is having a business that can do multiple things that are derivative of each other, and do them well. He adds that the reason a business isn’t successful is because they’re “always scrambling” and going from gig to gig, lacking stability.

All episodes of Best Seller TV will air throughout the month on C-Suite TV and are hosted by TV personality, Taryn Winter Brill.


Johnson & Johnson CMO: Innovation needs to sit outside the bottle

How long?

2-3 minutes

Alison Lewis, the global chief marketing officer of Johnson & Johnson consumer division, has little appetite for new flavours and variants but instead wants to rethink innovation as a means to solve consumer problems.

Johnson & Johnson CMO: Innovation needs to sit outside the bottle

“I believe in breakthrough innovation. We innovate to solve problems, which then allows us to push ourselves to not just launch the next fragrance of skin cream or body lotions or the next flavour of Listerine. Our products are getting outside of the bottle, the jar, the pill, to bring much more dynamic solutions to the marketplace, ” Lewis said, speaking to Campaign at the Cannes Lions Festival, about her ambitions to disrupt the market beyond lotions in a jar.

Innovation outside the bottle

The former Coke veteran, appointed as the first global chief marketing officer at J&J just over three years ago, has been busy re-engineering brand building at the health and beauty behemoth targeted around innovation pipeline, building global scale and building key marketing capabilities across all the different markets. Lewis outlined the four ‘Ss’ (along with the 4 Ps of marketing) that are required to build marketing capabilities for the new marketer.

“The modern marketer needs to be a scientist, a strategist, a storyteller, and a socialiser. I’ve made sure we have developed our marketing development curriculum around these four Ss to help us engage and communicate with our consumers and help develop…

New Office Depot Push Aims to Take Care of Business: Battling Amazon and Staples

Office supply chains are going to the marketing mattresses. One month after Staples began repositioning itself in a new ad campaign, Office Depot is bringing out its own new brand campaign and messaging. After attempts for a $6.3 billion merger between the two office supply chains failed last year, each brand is doing its best to compete against the fast-growing Amazon.

“Marketing is key,” said Matt Sargent, senior VP-retail at consulting firm Frank N. Magid Associates. “The one advantage Staples or Office Depot has over Amazon is they’re focused on a narrow set of categories and that means something to their users.”

In Boca Raton-based Office Depot’s new push, the company will emphasize how it can help its customers, both businesses and consumers, accomplish their work tasks. “Taking care of business is not for the faint of heart. Still, you take care of it,” a voiceover says in a 30-second TV spot. “But who takes care of you?” The video shows busy moms juggling careers, and construction and office workers toiling at their jobs as they turn to Office Depot Office Max for supplies. The song, “Taking care of business,” which the brand first tapped for its marketing in the late 80s but has not used in at least five years, returns as Office Depot’s theme.

“Our brand needs a bit of refreshing,” explained Diane Nicks, senior VP-marketing at Office Depot. “‘Taking care of business’ is more than just a tagline, it’s really how we’re going to connect emotionally with customers.”

Less humor, more TCB
The new work is more serious in tone than more recent, humorous efforts from the brand, and also marks Office Depot’s return to TV since a back-to-school push last year. The brand’s previous messaging, “Gear Up for Great,” dates back to 2015. That campaign was created with McCann, which had worked with Office…

Farfetch CMO John Veichmanis: ‘Data is the new marketer’s currency’

As Farfetch’s newly appointed chief marketing officer, John Veichmanis is at the helm of a small army of 130 creatives, data scientists, editors and artificial intelligence specialists on the marketing team at the company’s London headquarters.

Veichmanis, formerly the company’s svp of digital marketing, took over the post at the beginning of June from former CMO Stephanie Horton. Now, he’s in charge of guiding Farfetch’s marketing strategy as the company pushes for profitability and preps itself for a forthcoming IPO, which is expected to be valued anywhere from $1.5 billion to $5 billion.

Veichmanis explained his data-driven approach to building brand awareness, the looming threat of Amazon and how the company’s recent $397 million round of funding will help drive market growth.

You didn’t have a background in fashion when you joined Farfetch in 2015. How is that beneficial to your role?
Ultimately, the marketing discipline is becoming increasingly appreciative of technology and how it can enable you to build a richer dialogue with consumers. That’s really important, and that’s what I bring to the party: an ability to build meaningful customer propositions, but then figure out how we can use technology to actually reach the audience and tell stories online more effectively.

Still, the meaning of luxury keeps evolving. How do you approach that sector, specifically?
The challenge for Farfetch is that we want to build a globally recognized brand. But if you want to build a brand in the luxury space, you have to make sure you’re telling your story to the right people, otherwise there’s a tremendous amount of waste. A real focus for us is to use the data on our platform — the rich profiles of visitors and existing customers — to find more customers. We’re using technology to do that. We, in effect, reduce our reach so we can target those who love luxury and fashion, and then increase communication with those people. That’s the role of the modern-day CMO in luxury: not just to use technology to target the right people, but to then build a dialogue and an evolving story over time for inspiration, ideas and then purchases.

Can you get more specific about the technology you’re using?
Over the course of the last two years, we’ve invested around $4 million in our marketing technology platform. It was built in house. On the demand side of the equation, so we’ve invested heavily in marketing technology, as well as artificial intelligence and data science. A quarter of my team…

Why sustainable success starts with leading from within

Nikki Fogden-Moore

Transformational leaders evolve rather than resolve – they are agile, authentic and committed, both at work and at home. They are the CEO of their business and their life. However there is an art to getting this right.

According to Fortune 500 too many CEO’s fail at their jobs – about a quarter of CEO departures were involuntary – for a variety of reasons. Forced out due to performance or stakeholder issues, stress, decision making processes and not being aligned with a new board or the new direction of the company.

Leadership can be a lonely road. The collateral damage of leadership without a balance is not just at work – but also at home. Felix Lluberes, President and Co-Founder of Position Logic stated that balancing family life with work performance was one of the biggest challenges.

Great leaders know they need to be healthy, wealthy and wise. To lead from within, lead by example and then lead others. It starts with these 3 core pillars…

Santander’s CMO on the role purpose plays in the brand’s ‘Unlocking London’ cycle campaign

As part of its ongoing sponsorship of London’s self-service cycle hire scheme, Santander has unveiled a fresh ad encouraging people in the capital to ‘Unlock Your London’ as it also looks to show people that it is about more than just bank accounts.

The campaign features a range of influencers including fashion blogger Ellie Adams and ‘Foodbusker’ writer John Quilter, who are shown using the Santander Cycles to travel to their favourite spots in London to hammer home the idea that bikes aren’t just for commuters. Longtime brand ambassadors Jessica Ennis-Hill and Jenson Button also make an appearance.

For Santander’s chief marketing officer Keith Moor, it’s important that the bank weaves itself into the lives of customers and potential customers by putting itself at the heart of their everyday experiences.

“It’s about conveying our purpose and helping people — and businesses — prosper,” he says. “Doing that isn’t just about helping them with their banking. It’s about looking at the communities they live in and then helping improve those and supporting initiatives that provide a more sustainable future for people in the UK; supporting cycling is one way of doing that.”

As part of the push, each influencer involved has curated their own route for riders to follow. These will sit on a bespoke landing page showcasing the best spots across the city for working out, eating, shopping and more.

Unlocking social

When The Drum caught up with Moor back in May he said that social media would play an integral role in driving customer loyalty. When pressed on how ‘Unlocking London’ will aid the brand in this mission, he explains that the ads focus around experiences offer up a different way for Santander to speak to people online.

“It’s not just about banking, it’s about fitting into their lives. [The sponsorship deal] allows people to see that we’re a brand that’s got a wider perspective to offer, we’re not just about bank accounts.”

Moor says…

Look Out For This Surprising Consequence Of Influencer Marketing That Could Hurt Your Brand

LAS VEGAS, NV – MAY 19: Television personality Alyssa Edwards (L) and YouTube personality 2nakita_dragun take a selfie with a fan during the NYX Professional Make Up store opening at the Miracle Mile Shops at Planet Hollywood Resort & Casino on May 19, 2017 in Las Vegas, Nevada. (Photo by Bryan Steffy/Getty Images for NYX Professional Makeup)

Influencer marketing campaigns—also known as viral marketing or seeded marketing campaigns—seem to be all the rage these days. In some categories, such as fashion and beauty, marketers have gone all in and are heavily reliant on so-called “influencers” to help drive brand mentions, positive sentiment and possibly even sales. Indeed, as mentioned by AJ Agrawal here on the Forbes CMO Network last December, influencer marketing and related approaches are exploding in popularity. Although no longer a new approach to marketing, word-of-mouth marketing and influencer-related campaigns were seen by Kantar Media as one of the big trends for 2017 in social media marketing. Further, marketers seem to be putting their money where their mouths are. For example, a November 2016 survey by influencer marketing agency Linquia reported by eMarketer.com found a whopping 72% of marketers planned to increase or maintain their influencer budgets this year.

The rising popularity and sophistication of influencer and viral marketing is in part due to the growing consumer trend of avoiding advertising in its more “traditional” forms. Ad blocking, for example, continues to be on the rise in the digital space, which means that marketers have had to find new ways to reach and influence consumers without relying on display, search and social ads as much. Beyond this fairly pragmatic reason for turning to influencer marketing, marketers are also looking for ways to leverage the authenticity embedded in the connections that influencers or “seeds” have with their followers and friends in social media. This can be very successful for brands, including large mass-market brands such as L’Oréal. Last year they created a five-member “beauty squad” of social media influencers in the UK for their flagship L’Oréal Paris brand that has proven to be an effective part of the brand’s marketing mix.

But is it all positive when it comes to influencer marketing? Are there any concerns that marketers should have or be aware of when running influencer campaigns? If so, what should marketers be on the lookout for?

It is these kinds of questions–healthy skepticism, let’s call it–that prompted me, along with three other academics, to conduct a study that looked at various outcomes of running influencer campaigns. We were looking in particular for unintended consequences of seeding products with apparently influential individuals who are supposed to spread word of mouth (WOM) about those products through social media. The results of this study were published in the journal Marketing Science (one of the leading academic journals in marketing) earlier this year. (Note: the article is behind a paywall but you can access a version provided by Oxford University here.) I co-authored this article with Inyoung Chae (Emory University), Yakov Bart (Northeastern University) and Dai Yao (National University of Singapore).

Our study looked at “seeded marketing campaigns,” which are a typical form of influencer/viral campaign in which “seed” consumers are selected from a community, sent free products, encouraged to use them and then share their experiences with others by posting online. We focused on products in the cosmetics, beauty and skincare categories with data coming from a very popular online community platform in South Korea called Naver. Over the course of our study, we examined 390 campaigns that featured 192 different brands in these categories. For each campaign, we tracked all the WOM generated (in the form of posting in the online community). Importantly, we tracked not only all the WOM generated for…

How Mark Zuckerberg Effectively Communicates Facebook’s New 5-Word Mission Statement

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Mark Zuckerberg (Photo by Paul Marotta/Getty Images)

Facebook is a service that connects friends, families and groups. At least, that’s the way founder Mark Zuckerberg promoted the platform for its first ten years. Today he’s creating a new vision to guide the company for the next ten years. And he’s using an effective leadership method to do it.

Speaking in Chicago at Facebook’s first Communities Summit, Zuckerberg said, “For the last decade we’ve been focusing on making the world more open and connected…We have a responsibility to bring the world closer together.” Zuckerberg then introduced the company’s new mission statement, a vision that will act as the company’s guiding light. Zuckerberg, said Facebook, will exist “to give people the power to build community to bring the world closer together.”

Zuckerberg’s slide summarized the vision in just five words.

Bring the world closer together

One month ago, Zuckerberg articulated the vision in his Harvard commencement speech. The word ‘communities’ appears sixteen times.

“In our generation, the struggle of whether we connect more, whether we achieve our biggest opportunities, comes down to this — your ability to build communities and create a world where every single person has a sense of purpose,” he told the graduates.

As a former Harvard student and a current student of leadership, Zuckerberg might be familiar with the work of Harvard professor John Kotter. Kotter wrote a major paper on why business transformations often fail. Kotter concluded that one critical error that leaders make is failing to communicate a clear and concise vision.

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How Private Jet Travelers Were Still Flying Despite The Heat In Phoenix

If you tuned on the news this past week you learned this time there were no “tapes” and that airplanes sometimes can’t fly in extreme heat. Nearly 50 flights by American Airlines were canceled, impacting thousands of passengers when temperatures at Phoenix’s Sky Harbor Airport approached 120 degrees. While thousands of airline passengers were being inconvenienced by weather as happens to tens of thousands of flights per year, private aviation fliers in many cases were getting where they were going ahead of schedule.

In some cases, even when flights can operate in extreme heat, particularly at higher altitudes, to fly, the planes can’t take off at their normal maximum takeoff weight thresholds. Instead, airlines need offload passengers or luggage and sometimes both until they get down to a safe takeoff weight.

Jet Linx base locations
Jet Linx base locations

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Jet Linx base locations

Airlines also limit what they do for you in terms of providing meal vouchers and overnight accommodations when cancellations or delays are weather related. On airplanes that seat under 60 people, normal compensation rules don’t apply if you are bumped because of weight and balance needs, meaning you might not even get some hard-to-use vouchers.

Typically, you can hope for the airline to book you on the next available flight, competing against passengers either paying higher fares or with Lifetime Cubic Zirconium status in their frequent flier program. In the past airlines were more likely to try and find you a seat on a competitor, but they are stingier than in the past. In 2015 Delta Air Lines and American Airlines ended an interline agreement that provided that type of option.

What’s worse, is with domestic airline flights at near record high load factors, it is not unheard of that passengers are told the next flight with seats might be several days later. If you are traveling as a family, it also can mean the option that will get you where you want to go means splitting up, sometimes not an option with young children. In other cases it means late night searching for an airport hotel or sleeping on the floor of the terminal. While foreign airlines tend to keep their lounges open longer when there are delays, U.S. airlines that don’t want to pay overtime have their lounge employees close down on-time even when flights are severely delayed.

Private jet travelers aren’t feeling sharing your pain. In addition to being able to show up for flights as little as 15 minutes before departures and being out of the airport five or 10 minutes after pulling up to the FBO (the private jet terminal), they often don’t find themselves having their plans put to waste by things like weather.

It’s not that the way private jets fly is different than commercial airlines. In fact, some of the same types of regional jets that had their flights canceled by American Airlines earlier this week also fly as private jets, except not with 70 to 100 seats crammed in.

Still, having fewer passengers isn’t the entire reason private jet travelers are less likely to be impacted by weather. Whereas you as a passenger has to wait until an airline posts a weather waiver before they will let you change your plans without a penalty, and they still impose limits on what changes you can make, private aviation is customer centric.

While giving us a tour of its Omaha operations center and headquarters as part of a celebration tied to taking onboard its 100th aircraft, Jet Linx Aviation President Jamie Walker showed off how the aircraft management company and jet card seller keeps its customers moving.

From the time either an aircraft owner or one of its jet card members schedules a flight, Jet Linx starts planning for the flight, particularly any impediments that might come up from crew hour restrictions and possible mechanical delays to weather. Every of the scheduled flights is shown on a high-tech screen in its operations center, with yellow and red markers next to flights with potential problems its team has to solve. In fact, the team…

Heineken USA’s CMO Nuno Teles on tackling politics in marketing campaigns

Nuno Teles
Nuno Teles

What is your take on tackling politics in marketing campaigns?
Our approach is not to play with politics but to be true to our brand beliefs and our brand purpose. Heineken as a brand has always embraced diversity and progressiveness. We created our Worlds Apart ad to show what we stand for. The same with Tacate Beer Wall ad. We moved ahead with that to promote the fact we are a true Mexican brand, brewed in the city of Tacate, which is next to the border with the U.S., and we are proud of that. I believe brands need to be true to themselves and to the purpose of what they represent.

What’s your outlook for Heineken U.S.A. as CMO? I am focused on data-driven marketing and what are the implications into what we do and how we do it. We see very significant changes in the way we approach consumer marketing intelligence, and the way we approach media as a source of insights from our consumers. We have a model that focuses on science, storytelling, the speed at which we go to market, the physical store, and the experience consumers have.

Any recent evolutions in the way you approach marketing?
We are more eager to understand what consumers do, rather than what they tell us, so we are moving into behavior data. We often just looked at what our consumers told us, which gave us part of reality. The other part is what they actually do. Quite…