50% of your marketing & innovation knowledge is wrong but which 50%. In 2019/20, what's the right blend of old and new thinking to be effective in marketing & innovation.
Jim has a foundation in the drinks industry through working in every function within his father's drinks business. Yet, it was on a beach in Hawaii where his entrepreneur & innovation journey takes off. He started to champion healthy drinks back in the 80s. This is his #bestofboth story. It's long, meaty & full of diamonds!
Simon ran the Domestos and Cif/Jif brands globally. He explains how he did Purpose and we also discuss how you screw it up if your Brand narrative & character aren't aligned. Ie., Pepsi, Gillette and even Axe. Simon also discusses how you get the CEO & CFO on board.
Sean Gogarty describes the Unilever purpose evolution as well as topics like conscious capitalism, putting purpose at the heart of the business and the rigour of connecting purpose to profit
I take Andy back to his early days of hustle running cafes and selling computers through a career of corporate & start-up. He explain his framework for marketing; his sources of marketing knowledge and how to blend old world & new world marketing thinking. Andy is CEO of Lark Ventures, former CMO of CommBank and Xero. He has an approach to keeping his marketing knowledge fresh! Listen on.
The B'Old Intern explores the meaning of Purpose with Susie Bayes. We look at the shift from CSR to corporate mainstream from Adidas to Unilever. We unpick how Purpose = Profit.
Toffael Rashid was asked to jump on a plane from the UK by the then chairman of Unilever India to fix the Lifebuoy brand. He talks about a brutally commercial strategy that led to a purpose brand poster child. One truly authentic conversation with an old mate. Pardon the odd expletive.
Robyn has always been passionate about storytelling, something she learnt after illiciting Anzac stories from her grandad. The passion for the story evolved as her editorial journey grew. From GMTV to Today newspaper to Women's Weekly as editor. Her grasp of amplification has helped her in the digital world. She doesn't need to worry about bleeds & typesetting any more.
Richard Curtis, CEO of Futurebrand APAC tells the story of Oxford Uni to media to brand identity. He talks of how digital has changed his world, his disdain for brand style guides and the fact that talent can come from anywhere.
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