Don McGuire (Qualcomm) | How Qualcomm Turned Snapdragon Into a $180B Innovation Brand

When you think about the technology that connects our world—the phones in our hands, the cars we drive, the networks powering everything around us—there’s a good chance Qualcomm is behind it.

Jim's guest this week is Don McGuire, Global Chief Marketing Officer and Chief Communications Officer of Qualcomm. Since becoming CMO in 2021, Don has helped transform Qualcomm’s narrative, elevating the company from “the tech behind the tech” into one of the most respected innovation brands in the world, while turning Snapdragon into a globally recognized consumer brand.

Before Qualcomm, Don spent 25 years shaping the wireless ecosystem at companies like AT&T Wireless, Intel, Kyocera, Leap Wireless, and Amp’d Mobile—giving him a rare, end-to-end perspective on how technology, brands, and markets evolve together.

For nearly 40 years, Qualcomm has been the engine driving wireless innovation, from the earliest days of mobile to today’s breakthroughs in 5G, AI, automotive, and beyond. It’s one of those rare companies whose technology quietly powers modern life—and the numbers tell the story: roughly $40 billion in annual revenue and a market cap of about $180 billion.

Recorded live at the ANA Masters of Marketing in Orlando and powered by TransUnion, this conversation explores what it truly means to takes to build a brand that stands for innovation.

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