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Brand Fast-Trackers
Category: Talk - Business
Last Update: Wed, 14 Oct 2009 23:21:51 -0700
Brand Fast Trackers is a weekly podcast focused on helping you become a top marketer. Whether your specific discipline is advertising, media or brand marketing, the goal is still the same...to build brands and sell more product. Each week we will speak wi
Previews of Brand Fast-Trackers
(All Active Shows)
Alexandra Wheeler, Director of Digital Strategy at Starbucks
Mon, 16 Nov 2009 07:00:00 EDT (23.4 Mb)
Alexandra Wheeler, Director of Digital Strategy at Starbucks, has lead the strategy and execution across key digital channels, including Starbucks websites and online communities, social media channels, in-store screens and paid digital media. In the past year, Alexs team has established Starbucks as a leader in the social web space, earning recognition as the #1 engaged brand in social media and the most popular brand on Facebook - and beating out huge brands like Coca-Cola in the process. A must listen to episode for any brand manager, ad agency executive or communications planning executive who wants to better leverage social media as an element of their marketing mix.
Wed, 11 Nov 2009 07:00:00 EDT (21.5 Mb)
As VP of Global Advertising for Large Enterprises with Dell, serial entrepreneur, and winner of the Most Influential Communicator award, Andy Lark KNOWS marketing. In this episode, Andy shares his thoughts on how marketing will change more in the next 5 years than it has in the past 50 and answers some of the industry's most frequently asked questions. How can you make social media WORK for your brand, big or small? If you've got a great idea, how can you go from employee to entrepreneur? And why the RULES OF SELLING apply to ALL marketing positions. As the creator of one of the most successful online marketing strategies we've seen to date and owner of a series of his own marketing consulting agencies on the side, when this guy speaks - we listen!
Fri, 23 Oct 2009 07:00:00 EDT (31.6 Mb)
As the youngest recipient of two WSAA Creative Leader of the Year awards and an inductee into the American Advertising Hall of Fame, Eric Hirshberg, President and Chief Creative Officer of Deutsch LA without question has the chops and is among the best in the business. In this episode, Eric shares actionable advice for brands, entrepreneurs and agency executives alike, spanning a number of topics. In particular, pay attention to his thoughts on the new rules of transparency for brands. There is a lot of power in honesty and authenticity. In today's service oriented society, brands that say thank you and I'm sorry will win!
Tue, 11 Aug 2009 07:00:00 EDT (21.3 Mb)
Brands invest more than $450 Billion to market their products. These brands turn to agencies to help them invest those dollars. Agencies are often owned by advertising holding companies like WPP or Omnicom or MDC Partners. I had the pleasure to speak with Brandon Berger who is the VP of Digital at MDC Partners. Not only does he absolutely know his craft - held positions at Netscape, founded a wireless company and built the digital innovation group at Ogilvy (one of the largest ad agencies in the world) - but now he is in charge of leading acquisitions, investments and strategic partnerships in digital. Said another way, he's trying to find, invest in and grow the next generation of breakthrough companies to serve the ever evolving needs of today's marketers. His opinion matters.
Fri, 07 Aug 2009 07:00:00 EDT (18.3 Mb)
EMC Corporation is the world's leading developer and provider of information infrastructure technology and solutions. The $15 Billion company is among the top 10 largest technology companies in the world that sits alongside household name brands such as IBM, Microsoft and Hewlett-Packard. Whitney Tidmarsh, CMO of EMC's Content Management & Archiving Division, one of the top 100 most influential women in Tech, discusses how she uses non-traditional marketing tools to drive sales.
Thu, 30 Jul 2009 07:00:00 EDT (26.0 Mb)
Creating a new category to be first in is one of the most powerful rules of marketing. If you can pull it off, often, you win. When you think of the categories of marketing products or tools that national brands invest in, you come up with TV, Print, Online, Promotion, Radio, Out of Home, etc. But over the past few years a new category, Out-of-Home Video has been created. Creating a category or sub-category you can be first in, being relevant and differentiating your product against its competitors are three keys to the successful launch of any new category. Suzanne Alecia, president of the Out-of-Home Video Advertising Bureau, shares how she was able to accomplish this.
Fri, 24 Jul 2009 07:00:00 EDT (38.9 Mb)
Nine out of 10 marketers rate themselves "below average" with respect to their utilization of social media. How should a marketer be utilizing these tools? That was the question posed to a man who has been involved in cutting edge technology ever since his start at Apple.
Tue, 30 Jun 2009 08:00:00 EST (31.4 Mb)
Some of the greatest case studies in marketing and advertising have come from times of extraordinary challenge. Without question, the financial crisis that came to a head in late 08/early 09 was one of those challenges. So...what would you do if you were top marketer for a brand right in the middle of it all? In this episode, Michael Fischer, Senior VP of Marketing at Coldwell Banker, shares with us those lessons.
Fri, 26 Jun 2009 08:00:00 EST (33.1 Mb)
Why is it important to challenge the traditional media mix? Why challenge the traditional media mix? The Director of Invention for Mindshare, Global Media Agency of the Year, shares his thoughts, perspectives, and experiences in working with brands like Cottonelle, Kotex, and Huggies. Oh, and if you are as curious as I was to better understand the title Director of Invention, you will truly enjoy this episode!
Tue, 16 Jun 2009 08:00:00 EST (24.8 Mb)
A brand marketer has one primary job - to influence us. Their marketing strategy is to influence our brain so that we associate some of our most desired feelings and wants to their brand. How do they do this? Well typically they utilize our sense of sight and hearing within their branding strategies. Think about it. A print ad utilizes, sight, radio and hearing. A television commercial utilizes both. Question for you, how many print ads do you remember from this past week? TV spots? Here's another question, ever walk through a mall past Abercrombie & Fitch and notice a unique scent in the air? Perhaps you have been onboard Singapore Airlines you are struck by how clean it smells? Cinnabon? Does that smell not make you crave that most unhealthy breakfast on planet earth? Well that's because our sense of smell is controlled through our olfactory system which is the strongest sense linked to memory. And in the end, marketers are trying to get their brand into our long term memory storage, while associating pleasure to that emotion. Master marketers and business branding experts know that one of the fastest, most powerful ways to do this is by leveraging our sense of smell. Now...
Wed, 10 Jun 2009 08:00:00 EST (34.7 Mb)
Find a career you love so much you'd offer to do it for free! Peter Madden, founder and CEO of Agile Cat began his career during the dot com boom of the 90's. This exciting time in history proved to be too volatile when he was told one Friday afternoon that he wasn't getting paid that week. He asked himself a series of questions: Did I fail? Am I WORTH it? Can I DO it? What do I truly have a PASSION for? Rather than going back to work for a corporation, he chose to launch his own advertising and marketing company. A few short years later and he went from being an interruption to getting the ATTENTION of major companies like Comcast and Hugo Boss.
Thu, 21 May 2009 08:00:00 EST (26.2 Mb)
If you work in a job that you don't LOVE and have PASSION for - the kind of passion that makes you wake up early and stay up late - If you work in a job where you don't make ANYWHERE near what you are worth - If you work in a job, or even if you have a career, and want to do more, create more, make more, give more, do it better, win more frequently, call your own shots, be free, make the world a better place, leave a legacy, meet new people, set out on an adventure or create certainty for yourself and those you care about - Then you may want to read a few more lines. If that's what you want, you can have it. You can start part- time. You don't have to quit your job. Just knowing that you can start part time will open your eyes to opportunities that were always there...but that you simply never saw. By doing this you will find your idea. And then you will work. You will get home from your job at 6PM and work until 10 PM, and every other weekend. Then you can begin building your business and quit when it's big enough. Then, once you quit, and focus 100% of your time, passion and attention on that one purpose, amazing things will happen. You will build it, it will grow, and y...
Thu, 14 May 2009 06:00:00 EDT (31.9 Mb)
Clayton Christopher sold medical supplies, but had always wanted to have his own business. So while he had his day to day job, he kept his eyes open, knew he could start his own venture part time. In doing so he found an unexploited niche in a BIG category. Even though Clayton had no prior experience in the beverage industry, he started Sweet Leaf Tea Co and worked to fill a very obvious hole within the bottle tea category.He selected a few key points of difference: 1) His product would be premium in nature, created with only the best of ingredients. 2) He would build his brand in an authentic way, without traditional advertising. Fast forward 10 years to 2009 and Clayton has gone from selling medical supplies, to selling a multinational conglomerate like Nestle Waters on the idea of investing in his and his teams well guarded brand...which he just did this past month! For anyone who is working on a brand or in an agency and has a desire to one day start their own business, Clayton did it...and as always...success leaves clues!
Thu, 07 May 2009 06:00:00 EDT (27.1 Mb)
This brand has the RIGHT to use social media! And is doing it the RIGHT way! As you are planning for 2010, no doubt every brand strategy out there includes 'exploring' how they can use 'social media'. At least every brand we work with is. And for good reason. If you are, then this podcast is for you. As 1-800 Flowers was kind enough to post a few guideposts with us...questions they ask themselves to keep the program on track. A VERY practical lesson for all brands. 1) Is there a LOGICAL link between the brand and the overall concept? 2) Did we create a VIRTUAL VENUE for them to visit to learn more? 3) Did we recruit someone from within the target audience who is an AUTHORITY? 4) Did we give that authority figure some CURRENCY to use? 5) Are we using social media tools that make it EASY for others to share? Where some brands are struggling is that they are jumping right to #5! Lets put up a Facebook fan page, a corporate blog and 'TWEET' out some promotional messages and there you go. This gets you fans (all of which are from your agency) and 10 followers (also from your agency) Some good, practical, applicable learning for any brand. Happy Mothers Day!
Tue, 28 Apr 2009 06:00:00 EDT (33.8 Mb)
In just ten years, internet branding and online advertising has surpassed magazine advertising in terms of total dollars invested by brands. During that time, there have been lots of people talking about how national brands should be using the web. Basically, a lot of opinions. Ironically, most of these people have never worked for a big marketer, nor have they ever marketed a national brand. Today, you'll get an opportunity to hear from someone who has been doing it since the beginning - and his track record suggests that he knows what he is doing! Seth Greenberg is the Director of Online Advertising and Internet Media for Intuit, marketers of brands like Quicken and Turbo Tax. On a side note, notice his title...more and more companies are dedicating headcount solely to focus on directing the brand's online marketing and branding investment. In addition to sharing with us how he sold in Vanilla Ice as the spokesperson for an online tax product, (that in and of itself should tell you that he's a good marketer :) ), you will get an insider's look as to what it's like to be responsible for a major online investment.
Tue, 21 Apr 2009 09:00:00 EST (25.2 Mb)
The Quaker brand is almost 130 years old and was one of the FIRST brands ever advertised. So the question is, how do you keep it relevant for consumers today? CMO Annie Young-Scrivner and her team answered that question through their newest initiative - Go Humans Go. It is a fascinating case study as to how you can take an existing line of products that fundamentally perform with a solid reason to believe and adjust the positioning & the creative positioning concept so that the message gets through in a relevant way in order to increase household penetration and share of requirements. Why is this product for me? Do I like this message? Annie also talks about the importance of shifting the media mix and how it has become as relevant as the new positioning. Great episode...lots to learn from a leader on a big brand inside an even bigger brand (Quaker is owned by Pepsico) Enjoy!
Tue, 14 Apr 2009 09:00:00 EST (39.3 Mb)
Antony Young, CEO of Optimedia shares his insights from his 20+ years of experience in working with brands like T-Mobile, Nestle, and British Airways, his two recent books, Profitable Marketing Communications, and Strategies In A Downturn, as well as his frequent contributions to Ad Age.
Mon, 16 Mar 2009 09:00:00 EST (41.2 Mb)
Steve is the creative director for brands like Walmart and Geico. Lots to learn from a guy who is charged with making the worlds largest corporation and a pop culture phenomenon 'even more creative' Not an easy job...but one he his team are tackling with great success! Steve shares with us his lessons from the client side, how you can leverage barriers to purchase as a source for new ideas and the one key thing that must be present in order to generate wonderfully persuasive work.
Mon, 2 Mar 2009 09:00:00 EST (57.4 Mb)
New York Times's and Wall Street Journal best-selling author MARTIN LINDSTROM is one of the world's most respected marketing gurus. With a global audience of over a million people, Lindstrom spends 300 days on the road every year, advising top executives of companies including McDonald's Corporation, Procter & Gamble, Nestlé, Microsoft, The Walt Disney Company and GlaxoSmithKline. He has been featured in Wall Street Journal, Newsweek, TIME, The Economist, New York Times, BusinessWeek, USA TODAY, 60 Minutes, and more. His previous book, BRANDsense, was acclaimed by the Wall Street Journal as one of the five best marketing books ever published. Today the author discusses his latest book Buyology and provides insights as to how national brands can apply the lessons he learned from his study that used the latest in brain scan technology to peer into the minds of over 2,000 people from around the world. The shocking results will reveal why so much of what we thought we knew about why we buy is wrong. Buyology rewrites the rules of marketing and advertising. Buyology unveils the results of marketing guru Martin Lindstrom's pioneering three-year, $7 million dollar study that used the lat...
Mon, 23 Feb 2009 08:00:00 EST (52.0 Mb)
As the editor of Ad Age, the world's leading marketing and media publication, Jonah Bloom has become one of the most well known industry experts in the field today. In this episode, Jonah offers his insight into the increased utilization of social media and what it can mean for your brand. He also shares his thoughts as to what gets his attention when seeking content for his publication.
Mon, 16 Feb 2009 09:00:00 EST (35.3 Mb)
As the CEO of Starcom USA, John Muszynski has helped build a company at the forefront of leveraging media partnerships to strengthen the brands of some of the world's biggest marketers. Under his watch, Starcom has been named Agency of the Year by Advertising Age (2006) and by Media magazine two consecutive years (2005-06), and consistently receives one of the highest grades in Adweek's annual Report Card ranking.
Mon, 9 Feb 2009 08:00:00 EST (26.3 Mb)
As VP of marketing for one of the fastest growing OTC companies in the world, we assumed that Tim Connors was marketing his brand a bit differently than most. After all, to post 30% growth at a time when time the majority brands we speak with are cutting their 08 & 09 forecasts is pretty remarkable. In this episode we dive into some of the things that Tim and his brand team are doing differently...shifting their media mix to connect with consumers in new ways, embracing product experience, intelligently testing social media...all around a messaging platform that resonates with and influences consumers to act.
Mon, 26 Jan 2009 09:00:00 EST (37.9 Mb)
Tim Murphy is the VP of Marketing for Absolut Vodka, one of the best selling spirit brands in the world. In this episode Tim shares invaluable advice for any marketer or agency professional with respect to how one can successfully adjust a brand's positioning while staying true to its heritage when the market you compete in is fundamentally changing.
Mon, 19 Jan 2009 09:00:00 EST (29.0 Mb)
Out-of-home media has become one of the fastest growing segments of the industry in recent years posting gains of 10%+. When you compare this to the declines being experienced across traditional mediums, without question, there is change occurring. Right in the middle of and driving that change is Steve Mueller the President of Outdoor Services Incorporated, one of the largest Out-of-Home Media Management & Communications Company in North America. In this episode, Steve shares with us why this change is occurring and his vision for the future of the industry.
Mon, 12 Jan 2009 09:00:00 EST (28.3 Mb)
A 15 year veteran of the interactive advertising community, Stuart Bogaty has been instrumental in pushing forward many initiatives in the space. Based on his vast experience he has a powerful vision on the future of communications. In today's podcast, Stuart discusses that vision along with his path through the advertising world and the evolution of interactive media.
Mon, 05 Jan 2009 09:00:00 EST (18.2 Mb)
As the SVP of Marketing for Au Bon Pain, Ed Frechette focuses most of his efforts on word of mouth, product innovation and product experience. Au Bon Pain has thrived in its category, even while competing against larger players who utilize more traditional outlets. Ed discusses his current role, as well as his experience on the agency side and the years he spent at Dunkin Donuts.
Mon, 29 Dec 2008 09:00:00 EST (29.5 Mb)
John Adams has spent over 30 years at The Martin Agency - his entire advertising career - a rarity in the industry. Under John's leadership, The Martin Agency became the first advertising agency to be named "Agency of the Year" five times by Adweek magazine, the industry standard. In today's podcast he discusses the growth from a regional shop to one of national prominence, and the path he took along the way.
Mon, 22 Dec 2008 09:00:00 EST (29.4 Mb)
Originally from Greece, Manos Spanos discusses the path he took through international marketing to his current position as a Product Director at Johnson & Johnson. In this episode Manos touches on the importance of both traditional and non-traditional media outlets, as well as keys to his success which include passion and teamwork.
Mon, 15 Dec 2008 09:00:00 EST (39.0 Mb)
Last year, companies invested almost $200 Billion to advertise their products. Many of these advertisers turn to one company to create the ad itself and another to recommend where that ad gets placed. This is the role of the media services company. David Verklin is the Chief Executive Officer of Carat North America, the largest independent media services company in North America. During our conversation, David shares insight after insight as to the state of the industry, where it's headed and offers outstanding advice that aspiring marketing, media and advertising executives can use to undoubtedly forward their career.
Mon, 08 Dec 2008 09:00:00 EST (16.8 Mb)
One of the most recognized marketers on the planet has a new question he wants his teams to answer. While answering these questions are important: 1) What is the message? 2) Who is the target? 3) How many of them can I reach...how many times? There is a new one that beggs introspection, analysis and consideration. One that will be the future of marketing.
Mon, 01 Dec 2008 09:00:00 EST (52.9 Mb)
We like to think of ourselves as rational human beings but there is no escaping that the way we think and act is triggered and shaped by our initial emotional response to events, and that includes advertising. The Advertised Mind by Erik du Plessis explores the world of advertising, drawing on information about the working of the human brain to suggest why emotion, as measured by ad-liking, is such an important factor in establishing a firm memory of an advertisement and predisposing consumers to buy that brand. During our conversation with Erik we explore these areas and outline the practical applications for marketers.
Mon, 24 Nov 2008 09:00:00 EST (26.7 Mb)
Recently named the 2007 Media All-Star Rising Star by Mediaweek, Nicole Hayes of Mindshare finds ways for her consumer packaged good clients to be truly innovative in their use of new media. In today's podcast she shares her experience in pushing the frontier with these new media platforms in a way that resonate with the consumers, bringing the brand to life and making the connection more meaningful for the consumer.
Mon, 17 Nov 2008 09:00:00 EST (28.5 Mb)
Peter Drucker once said that all business is either marketing or innovation. And a privately held company that may not be on your radar screen is excelling at both. Rob Swaigen, the director of marketing for Jelly Belly shares with us what he believes defines innovation and how it is actively applied everyday within his organization.
Mon, 10 Nov 2008 09:00:00 EST (39.1 Mb)
As the Director of Consumer Context Planning, Kendra Hatcher's job is to try and understand how consumers engage with, and consume media. And she does it for the #1 global brand in the US. There is a lot to take away and utilize from this episode.
Mon, 03 Nov 2008 09:00:00 EST (47.9 Mb)
Recently nominated as one of Ad Age's 40 under 40 executives, Jeri Yoshizu has taken a unique path when compared to most marketers. This bodes well for her though, as both her role and the brand in which she works on has taken a unique path when compared to most new product launches. Scion is a fascinating case study and Jeri takes us behind the scenes to understand how she utilizes lifestyle marketing and leverages it as a significant driver of the marketing mix.
Mon, 27 Oct 2008 09:00:00 EST (42.1 Mb)
Green Marketing is commanding more and more headlines these days as it seems as though brands, at an ever increasing rate, are trying to capture the attention of the eco-conscious consumer. Ann Hand, SVP of Global Brand Marketing & Innovation, has been building a brand for the past seven years that has at its very essence a value that says if we take from the environment we must give back. In this episode Ann shares with what she has learned and provides us with guidance on what is and what is not Green Marketing
Mon, 20 Oct 2008 09:00:00 EST (35.3 Mb)
As the youngest managing director in the history of one of the largest communications planning agencies, it's no wonder Lisa Weinstein was cited on this years 40 under 40 by Ad Age. You'll love this episode...worth listening twice!
Mon, 13 Oct 2008 09:00:00 EST (35.9 Mb)
Andy Bubala joined the Sony family in 1995, first working at the worldwide headquarters in Tokya, Japan for many years and then moving to the US HQ. His most recent assignment finds him competing and winning in a number of emerging segments that are capitalizing on a macro trend...we are all paying more attention to the music and sounds we listen to. During this podcast Andy shares several interesting insights that touch on the fundamentals of marketing, new ways to connect with a target group of consumers and the retail experience all while providing insight as to how you take your brand to #1. An outstanding episode...one you will want to listen to twice.
Mon, 06 Oct 2008 09:00:00 EST (30.3 Mb)
Before joining Wyeth Pharmaceuticals as a Product Director, Julie Holcombe spent 15 years as an advertising executive. She then chose to make the jump to the client side and is now running a billion dollar plus business. In today's podcast Julie discusses the transition, and the importance of forming relationships along the way.
Mon, 29 Sep 2008 09:00:00 EST (30.4 Mb)
Jill Lajdziak began working on Saturn before it was even a brand, today she heads up the team responsible for over $4 billion in sales. Saturn's most recent campaign challenge's Americans to rethink their assumptions. In today's podcast Jill discusses what led Saturn to create this campaign and the challenge of maintaining a brand's values while adapting the strategy to the constantly changing marketplace.
Mon, 22 Sep 2008 09:00:00 EST (43.3 Mb)
Jon Achenbaum turns brands into megabrands. He has worked on, and built, some of the largest brands in the US. Many of which have been in the health and beauty segment...brands like Suave. Can the skills he honed on brands such as these, translate to marketing blood glucose monitors? Can we switch from brand to brand and account to account and still achieve at the highest of levels? Jon answers those questions as well as many others in this insightful episode.
Mon, 15 Sep 2008 09:00:00 EST (34.5 Mb)
BrandWeek recently named Jay Popli as a Marketer of the Year. No small feat when considering that this award is independently decided on by BrandWeek...no nominating yourself for this one. If you are a marketer you have to be curious as to what makes the very best...well...the very best. And Jay is. Spend some time with this podcast, as it is rich with learning and insight.
Mon, 08 Sep 2008 09:00:00 EST (39.8 Mb)
Working at the highest level of marketing for large scale CPG powerhouse companies such as P&G, Coca Cola and Gillette, Joe Scalzo has proven that he is a master of his craft. But he was looking for a change. Almost two years ago, Joe joined White Wave Foods as its President and CEO...now it's the fastest growing food & beverage company in the country. Much to learn from Joe in this episode about the organic food category and how there is a fundamental shift taking place in the world of marketing.
Mon, 01 Sep 2008 09:00:00 EST (28.8 Mb)
After managing brands like Nivea, Gatorade, Uncle Bens and Softsoap, Steve Wallace, a world class cpg marketer, finds himself faced with a new challenge. Take the #1 brand in Canada and launch it into the US. Steve talks about the some of the strategies and tactics Cold FX utilized and breaks down for us what worked and what didn't. Lots of good learning in this episode...enjoy.
Mon, 25 Aug 2008 09:00:00 EST (40.7 Mb)
Whether it was launching the first ever extreme flavored gum or developing the first international strategy for Coors Light Chris Nemeth is a world class, top of the line marketer. His most recent challenge, to wake up a 100 year old brand while convincing consumers to change some of their habits. After listening to this podcast, I don't think you would bet against him! If you are looking for a model to follow for what to do when you start on a new brand, I urge you to listen...listen twice. Everything from generating the initial consumer insights, testing those insights, developing a crystal clear objective which manifests into a new positioning...then onto the creative and the placement of that creative in an integrated fashion.
Mon, 18 Aug 2008 09:00:00 EST (27.3 Mb)
After interviewing 10 of the most influential executives in marketing, advertising and media, we have taken their collective learning and distilled down the 10 characteristics of the overachieving marketing, advertising and media executive. These are characteristics that you can take and role model in your own profession. We hope you enjoy.
Mon, 11 Aug 2008 09:00:00 EST (51.5 Mb)
Have you heard of Communications Planning? I have, on more than one occasion, and it made me curious to understand more. Curious to understand how it could impact the $150 Billion dollars that is spent in the US on advertising. Tom Denford is the Director of Communications Planning at JWT, one of the worlds largest advertising agencies. If anybody could explain it to me, it was him...and he did. I think you will enjoy.
Mon, 04 Aug 2008 09:00:00 EST (20.9 Mb)
Who doesn't love Hershey? Hershey bars, Reese's, Twizzlers, they even own Ice Breakers. Great brands for sure. But what is most remarkable is that you can find them almost anywhere. That is the job of the President of Hershey's U.S. Commercial Group, Chris Baldwin. His focus is on reaching the consumer at the point of consumption.
Mon, 28 Jul 2008 09:00:00 EST (24.9 Mb)
Safeway, the 2nd largest supermarket chain in North America is one of the first to build a consumer packaged goods company within its company. Senior Vice President of Consumer Brands, James White, views creating Safeway branded products in the same way as he did at Gillette, Nestle Purina Petcare, and Coca-Cola. This podcast provides a rare opportunity to hear from someone on the retail side, discussing the process of building individual brands that compete with icons such as Kraft, Campbell's and Kellogg's.
Mon, 21 Jul 2008 09:00:00 EST (41.4 Mb)
With 32 years of experience in the media business, Jon Mandel recently started on a new career path as CEO of NielsenConnect. One of the most influential and well known media buying executives in the industry, Mandel will now be focused on providing measurement tools for today's marketers. In this week's podcast Mandel addresses the challenges marketers face in measuring non-traditional media, and the balance between creative and media services agencies.
Mon, 14 Jul 2008 09:00:00 EST (28.9 Mb)
With 32 years of experience in the media business, Jon Mandel recently started on a new career path as CEO of NielsenConnect. One of the most influential and well known media buying executives in the industry, Mandel will now be focused on providing measurement tools for today's marketers. In this week's podcast Mandel addresses the challenges marketers face in measuring non-traditional media, and the balance between creative and media services agencies.
Mon, 07 Jul 2008 09:00:00 EST (42.5 Mb)
In building the largest non-traditional media agency in the U.S., Connie Garrido advises brands on how to utilize this new, powerful tool. In today's podcast she addresses the challenges brands face with media fragmentation, as well as how to bring a brand to life through engagement. Connie also shares her philosophy of business and the lessons that have stayed with her throughout her years in the media industry.
Mon, 30 Jun 2008 09:00:00 EST (39.4 Mb)
As a key player in the turnaround of the Campbell Soup Company, Carl Johnson has learned in order to have success in brand marketing you must always keep the consumer in mind. Today, Carl discusses the three areas to focus on when marketing a brand as well as the effects of media fragmentation. With his diverse background in working not only with the Campbell Soup Company, but Kraft, ConAgra, Cadbury Schweppes, and others, Carl's advice will prove invaluable.
Mon, 23 Jun 2008 09:00:00 EST (32.6 Mb)
As CMO for the largest Food and Beverage Company headquartered in North America, Kraft Foods Inc., Jeri Finard provides key insights in to the consumer packaged goods industry. In today's podcast Jeri discusses launching a new brand into the market, integrating the new brand into the current company, as well as the importance of in-store environment. With her vast experience, Jeri provides feedback on the lessons she has learned during her many years at Kraft Foods and advice for those looking to take a similar career path in brand marketing.
Mon, 16 Jun 2008 09:00:00 EST (43.3 Mb)
The largest global Consumer Products Industry Deal to Date was the sale of Gillette to Procter and Gamble. Peter Klein played a pivotal role in the deal, as well as many others in the consumer products industry. You don't get a chance to be a player in discussions like that unless you are among the best marketers in the U.S. In today's podcast, Peter discusses today's challenges in marketing a brand, characteristics of a high potential candidate, as well as advice for those looking to move ahead or break into the brand marketing, media, and advertising industry.
Sun, 15 Jun 2008 09:00:00 EST (15.3 Mb)
Brand Fast Trackers is a weekly podcast focused on helping you become a top marketer. Whether your specific discipline is advertising, media or brand marketing, the goal is still the same...to build brands and sell more product. Each week we will speak with some of the best in the business working on some of the biggest brands in the world. We will all collectively learn from those who are doing it every day...not those who are talking about it, but those who are doing it. If you are passionate about marketing, are passionate about your career and want to be the very best, we think you will love this podcast.
Brand Fast-TrackersRatings and Comments
Average rating = 4.00 out of 5
very informational marketing & branding tips/ideas from the elite
May 7, 2009 9:44 AM by amauldin
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