[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
PLAY THIS 30 SECOND VIDEO NOW.<\/em>\u2028John Costello is one of the top marketers in the U.S. and has made his mark at Home Deport, Sears, and Yahoo and is now President\u2014Consumer & Retailer at Pay By Touch. The new company uses technology to use fingerprints, among other things, to identify customer shopping behaviors and preferences. Well, John certainly left his fingerprint on the recent Global Retail Marketing Association\u2019s inaugural Summit at St. Petersburg Beach. A common thread throughout the excellent presentations at this meeting was the skyrocketing growth of technology, especially mobile media (cell phones), for retailers and service providers in today\u2019s marketing programs.<\/p>\n One of the points John made, however, really resonated with me and my passion to get everyone in the organization involved with the brand strategy. He recommended that today\u2019s successful marketing organizations should be organized by objective<\/strong> rather than by function<\/strong> as has been the norm for years. Instead of having VP\u2019s of Advertising, Marketing, Branding, Creative, etc., the marketing organization leaders should be determined by the Who (most important customer segments), the What (differentiates the brand vs. competition), and the How (integrated marketing and advertising). To accomplish this, the former VP\u2019s would now take on the rolls such as VP-Customer Intelligence and Insights (Who), VP-Brand and Product Marketing (What) and VP-Integrated Marketing Communications (How).<\/p>\n I think it\u2019s about time that this type of thinking becomes the norm in our organizations where the brand should drive not just the marketing functions, but the entire organization. The operations need to be clued in to the brand strategy and organized so that the place where the customer gets his\/her brand impression (the store) is consistent to the message. Human Resources needs to be set in finding people who will live up to the brand \u2013 whether it\u2019s at the store or behind the scenes, IT needs to provide the technology and systems to stay up with the brand strategy and a technology savvy customer and employee base. The CEO has to become the Brand Champion who sets the pace, ensuring that the message is integrated into all decisions going forward. In short, it\u2019s everyone\u2019s job and it should be organized around the brand not around a chart of functions.<\/p>\n Until we get over the silos that currently hinder the effectiveness of today\u2019s organizations and truly understand that the brand is the DNA that makes up the store, product or service\u2019s reason for being, I\u2019m afraid branding will continue to be simply a marketing function\u2014for those who want to see their market share dwindle in the future.<\/p>\n For more information about the GRMA Summit, go to www.globalretailmarketing.com . Kudo\u2019s to Sonny Nardulli and Stephanie Fischer on bringing a great forum for progressive thinkers to the retail industry.<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] PLAY THIS 30 SECOND VIDEO NOW.\u2028John Costello is one of the top marketers in the U.S. and has made his mark at Home Deport, Sears, and Yahoo and is now President\u2014Consumer & Retailer at Pay By Touch. The new company uses technology to use fingerprints, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-481","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/481","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=481"}],"version-history":[{"count":1,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/481\/revisions"}],"predecessor-version":[{"id":482,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/481\/revisions\/482"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}