In early December, I led a full day training program for high potential marketing people at YUM! Brands.
The session was in two parts: 1) A dialogue around what the best brands in the world do differently to achieve better results for the people they serve, and for their shareholders. This session was based on the study and ideas behind my upcoming book, and was rich with learning. 2) A session on The Ten Habits of Highly Effective Chief Marketing Officers, based on my experience and what I have learned from others. And a shout-out to Stephen Covey for his great book/work!
Over the next few blogs I want to go through my “Top Ten” list. And with each of the ten points, I will share some of my learning and stories on why I feel this is one of the habits that will make chief marketing officers on any business more effective.
Habit #1 – Reveal Your Brand Ideal And Operationalize It.
I have found through my personal experience that businesses driven by a higher ideal motivate employees and inspire consumers/customers. This leads to sustained strong results. This has been validated by the study I have fielded with the collaboration of Millward Brown Optimor, and the UCLA Anderson School of Management. Brands that consistently outperform their competition financially and in brand equity are driven by a higher ideal.
The most important work a CMO does is to reveal, rediscover, or reinvent a brand based on a higher ideal that is authentic to its heritage. What would Google be if it were not driven by their higher ideal of helping people access information to improve lives? What would Method be without its ideal of inspiring happy and healthy homes? What would Red Bull be without its ideal of uplifting mind and body?
That is the first step — revealing the ideal. But, that is only academic unless the CMO and CEO operationalize all of their activities around this ideal. It becomes the basis for their business model and their activity system. And everything must pivot from this — work people do, the capabilities the company builds, the career systems it implements, and the culture it creates. In a few days I will share the Second Habit of Highly Effective CMOs.
[...] Jim Stengel | The Ten Habits of Highly Effective Chief Marketing Officers (Habit #1) businesses driven by a higher ideal motivate employees and inspire consumers/customers. This leads to sustained strong results. This has been validated by the study I have fielded with the collaboration of Millward Brown Optimor, and the UCLA Anderson School of Management. Brands that consistently outperform their competition financially and in brand equity are driven by a higher ideal. (tags: branding roi Stengel) [...]
[...] This is part two of a ten-part series that will share my Ten Habits of Highly Effective Chief Marketing Officers, based on my experience and what I have learned from others. See my December 10 entry for Habit #1 – Reveal Your Brand Ideal And Operationalize It. [...]
Hi Jim,
My new company, CMC Innovations, Inc., provides a product that allows CMOs to keep their products in the forefront of their customers’ minds by leveraging the human body’s olfactory system.
Thank you for putting yourself and your knowledge out their for small business entrepreneurs like me.
kind regards,
Tom Clarke
[...] The 10 habits of highly effective CMOs You’ve probably heard of the perennial self-help bestseller, “The Seven Habits of Highly Effective People.” But what’s it take to be a top Chief Marketing Officer? Jim Stengel, the highly effective former global marketing officer at Procter & Gamble, offers 10 tips, for free. [...]
[...] The 10 habits of highly effective CMOs You’ve probably heard of the perennial self-help bestseller, “The Seven Habits of Highly Effective People.” But what’s it take to be a top Chief Marketing Officer? Jim Stengel, the highly effective former global marketing officer at Procter & Gamble, offers 10 tips, for free. [...]
[...] The 10 habits of highly effective CMOs You’ve probably heard of the perennial self-help bestseller, “The Seven Habits of Highly Effective People.” But what’s it take to be a top Chief Marketing Officer? Jim Stengel, the highly effective former global marketing officer at Procter & Gamble, offers 10 tips, for free. [...]
Great post, I totally agree. How long have you been blogging for now, I really like the look of your site. Cheers, TradeKing Review
Very rarely we can find good enough theme for wordpress. There are enough good themes, but sometimes inconvenient to set up. I tried last versions of MASUGID, Press 88, Jarrah, Rockwell, also I have tried also Heatmap – simple, but made for adsense. Rarely I can see something simple but rich in settings.