WVU Marketing Communications Today

  B2B marketers who put all their focus on lead generation are missing 95% of the market opportunity, says our guest Drew Neisser, founder of CMO Huddles and author of Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands. "Only 5% of your target audience is likely in the market and ready to buy. It’s essential to build awareness and a positive image among the rest," he says. Listen in as Drew explains how to get this done, with “clarity and consistency, more than creativity.” Drew also shares three inspiring B2B brand-building case stories from Coupa procurement software, Case Paper and Wasabi cloud storage. Bonus tip: How marketing professionals can make an impact inside their companies by building a side hustle. About our Guest: Dedicated to inspiring B2B marketers, Drew Neisser delivers on his mission via community, coaching, and content. CMO Huddles, the community he founded in 2020, is solely focused on helping B2B marketers share, care, and dare each other to greatness. As a coach, Drew works with a handful of senior marketers each quarter. He is also a prolific content creator, having told the stories of over 500 marketers via Renegade Marketers Unite (podcast), CMO Huddles Studio (live-streaming), his Ad Age column, and two books. His 2nd book, Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands was named the top B2B audiobook of 2022 and nominated for the AMA’s best business book of 2023. Drew is ranked among LinkedIn’s Top 15 Voices in marketing and has been a featured marketing expert on ABC, CNBC, dozens of podcasts, and the New York Times. Says bestselling author Jay Baer, "Drew Neisser is among the strongest B2B marketing thinkers in the world." WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master's degree programs in Marketing Communications.    

  David Aaker is the world’s leading brand strategist, having created the most recognized brand strategy model, written 18 books, and helped countless companies develop successful approaches to brand equity management. Join us as he shares the progression of his career and the evolution of his thinking regarding the real sources of brand value. A successful brand, he says, needs energy, differentiation, and engagement. Managers must think long-term about their brands, and use brand equity strategies to resist the pressure to make reactive, short-term adjustments. Take a listen to learn why disruptive innovation is essential to survive and thrive in our fast-changing world. Bonus tip: Learn the reason Professor Aaker considers Brand Portfolio Analysis to be his single most important book. About our Guest: David Aaker is the Vice Chairman of Prophet and Professor Emeritus at the BerkeleyHaas School of Business. He is the winner of five career awards including the NYAMA Marketing Hall of Fame. He has published over 120 articles and 18 books that have sold well over 1 million copies and been translated into 18 languages. They include Managing Brand Equity, Building Strong Brands, Aaker on Branding, Creating Signature Stories, Owning Game-Changing Subcategories and The Future of Purpose-Driven Branding. The first two of these have received over 45,000 citations. Sometimes called the Father of modern branding, he was named one of the top five most important marketing/business gurus in 2007 and won awards for the best article in the California Management Review and the Journal of Marketing (twice). WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

  McGhee Osse is a trailblazer in multicultural marketing communications. As the Co-CEO of Burrell Communications Group, one of the most highly regarded multicultural advertising agencies in the country, she has both witnessed and influenced the evolution of diversity advertising in the U.S.—and the world. In our conversation, McGhee shares how under-represented black and Hispanic agencies are in the U.S., and yet the spending power of these consumers is massive. While black advertising had its moment after George Floyd, Osse cautions us that “Black people are not dark-skinned white people.” To communicate effectively, you need to understand the demographics and consumption patterns of minority groups and learn to speak in a way that is both engaging and respectful. This episode will open your mind to the importance, and the essential practice, of multicultural advertising. Did you know that less than 2% of ad revenue is devoted to black consumers? Take a listen and find out why. About our Guest: McGhee Osse is a nationally recognized marketing and advertising professional. She is Co-CEO of Burrell Communications Group, one of the leading and most highly regarded multi-cultural advertising agencies in the country with annual billings exceeding $200 million and a roster of clients that lead in their respective categories, such as Procter & Gamble, McDonald’s, Coca-Cola, Kellogg’s, Walmart, Toyota and Comcast. McGhee became an equity partner in Burrell Communications in 1996. In 2004 she and a long-time colleague purchased majority ownership of the company from its founder, Tom Burrell. With P&L responsibility and expertise in building brands, she has strategically grown revenue through value-based service and a consumer-focused approach. Innovations to her credit include starting the agency’s Yurban marketing initiative, which targets youth and young adults; the introduction and development of the agency’s “account planning” practice; and spearheading the agency’s formal entry into the digital and interactive marketing arena. And most recently, she launched the agency’s political consultancy and practice. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

  A self-described maverick and passionate advocate of ROMI (return on marketing investment calculations, for decision-making), Peter J. Rosenwald has built a stunning career leading prominent direct marketing agencies worldwide.  His advice to marketers?  Trust your heart, not your head. Don’t put money ahead of fun and adventure. Join us to learn why numbers drive everything in marketing, and how economic analysis led him to a technique that converted thousands of new credit card customers for Brazil’s largest bank.  Here’s another real marketing legend. About our Guest: Peter J. Rosenwald is an expat American living and working in Brazil; founder and first CEO of Wunderman Worldwide, International Division of Wunderman agency) and first chairman of Saatchi & Saatchi Direct Worldwide; strategist and senior executive in charge of building subscription and data-driven marketing for Editora Abril, Latin America's leading magazine publisher; founder of Consult Partners, active strategic marketing consultancy working in Brazil, U.S. and U.K. International keynote speaker on data-driven marketing and author of 'Accountable Marketing' (Thomson), 'Profiting From the Magic of Marketing Metrics' (Direct Marketing IQ), and 'GringoView' blog author for Brazilian Huffington Post. With an international perspective, my blog's purpose is to share my maverick views of this business I've spent the last half-century working in, enjoying and observing. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

  Guy Kawasaki is an award-winning author, accomplished evangelist and world-renowned speaker. He did not invent secular evangelism, but he popularized it. This goes back to 1983 and his work with the Macintosh division of Apple. He is the author of fifteen books used in some of the finest academic institutions in the world and have been both New York Times and Wall Street Journal bestsellers. Guy is on a mission to help us be remarkable and enchanting. In our conversation, he shares tactical and practical tips for how to accomplish this. Take a listen and hear about how the power of the Duchenne smile and a firm handshake. Guy shares his philosophy on how evangelists are made, not born. It is quite a ride, so buckle up and take a listen. About our Guest: Guy Kawasaki iis the chief evangelist of Canva and the creator of Guy Kawasaki’s Remarkable People podcast. He is an executive fellow of the Haas School of Business (UC Berkeley), and adjunct professor of the University of New South Wales. He was the chief evangelist of Apple and a trustee of the Wikimedia Foundation. He has written Wise Guy, The Art of the Start 2.0, The Art of Social Media, Enchantment, and eleven other books. Kawasaki has a BA from Stanford University, an MBA from UCLA, and an honorary doctorate from Babson College. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

  Professor Kotler, recognized as one of the world’s leading marketing thinkers, has been called The Father of Modern Marketing. When in 1967 Professor Kotler published his groundbreaking book Marketing Management, now in its 16th edition, he changed the perception of marketing forever. He elevated the field of marketing, adding flesh and blood to what economists started, and turned it into a serious discipline. Ninety books later, Professor Kotler continues to impress and educate. Anyone who has studied marketing has read him, and some very lucky few have been able to attend his classes at the Kellogg School of Management. In our conversation with this Marketing Legend, Professor Kotler explained his view that business exists primarily to serve. Making money is only a secondary factor. He also explores the evolution of the 4 P’s into the 7 P’s, which he will be publishing soon. In our stimulating conversation, he told us that it was his early exploration of equity and wealth distribution that led him to the field of marketing. We also discovered his mentors, including Peter Drucker, his hero. Take a listen to Kotler’s definition of the “Wicked Seven” problems that face us today, and hear why he believes there are “many rooms in the Mansion of Marketing.” About our Guest: Philip Kotler is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management at Northwestern University. Kotler’s book Marketing Management is the most widely used textbook in marketing around the world. This is his story – How a Ph.D. economist from M.I.T. became the world’s leading marketing authority, the Father of Modern Marketing. Philip Kotler is the S. C. Johnson Distinguished Professor of International Marketing at the J. L. Kellogg School of Management. He has been honored as one of the world’s leading marketing thinkers. He received his M.A. degree in economics (1953) from the University of Chicago and his Ph.D. degree in economics (1956) from the Massachusetts Institute of Technology (M.I.T.), and has received honorary degrees from 22 universities including Stockholm University, the University of Zurich, Athens University of Economics and Business, Budapest School of Economics and Administrative Science, the Kracow School of Business and Economics, and DePaul University. He is author of over one hundred and fifty articles and 90 books, including Principles of Marketing, Marketing for Hospitality and Tourism, Strategic Marketing for Nonprofit Organizations, Social Marketing, Marketing Places, The Marketing of Nations, Confronting Capitalism, Democracy in Decline, and Advancing the Common Good. His research covers strategic marketing, consumer marketing, business marketing, professional services marketing, and e-marketing. He has been a consultant to IBM, General Electric, AT&T, Bank of America, Merck, Motorola, Ford, and others. He has lectured several times in Italy, Sweden, China, Japan, India, Indonesia, Australia, Mexico, Brazil, Chile, and many other countries. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

  Fred Reichheld really needs no introduction, but here are some highlights. The founder of quantitative loyalty, Fred is best known as the creator of the Net Promoter® system of management used worldwide as THE loyalty predictor in business. According to The New York Times, he put loyalty economics on the map. But while he was trained in economics and is known for his work in quantifying the link between loyalty and profits, in this conversation Fred really wants us to focus on why it makes sense to treat people right. Listen in to hear why making shareholders rich is not the main purpose of companies – it is actually enriching people’s lives. And wait until you hear his views on how NPS has been misused by many! About our Guest: Fred Reichheld is a Bain Fellow and founder of our Loyalty practice, which helps companies achieve results through customer and employee loyalty. He is the creator of the Net Promoter® system of management. His work in the area of customer and employee retention has quantified the link between loyalty and profits. Fred's books, The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value (HBSP 1996); Loyalty Rules! How Today's Leaders Build Lasting Relationships (HBSP 2001); The Ultimate Question: Driving Good Profits and True Growth (HBSP, 2006) and The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer Driven World (HBR Press) have each become best sellers. In his most recent book, Fred reveals how NPS practitioners including Apple Retail, Philips, Schwab, Allianz, American Express, and Intuit, have used the Net Promoter System (NPS) to generate extraordinary results. He explains how NPS helps companies become truly customer-centric, unleashing profitable growth through systematically converting more customers into promoters and fewer into detractors. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

Listen to the insightful Rishad Tobaccowala discussing career success skills, dangers of echo chambers, giving feedback in diverse times, and the best TV series. Discover the power of analog tools, mentorship, changing mindsets, and learning from mistakes in this engaging podcast.

  Susan Kryl is a legendary direct marketer with two pieces of advice for marketers everywhere. First, use the “Day in The Life” technique to gain deep customer insight for building your marketing strategy. Second, “Learn, teach and mentor,” in order to keep up to date and give back to the world. (Advice she offers even for new entrants to the field.) Join us in a lively conversation about how Susan climbed the agency ladder to the very top, and later became a mentor to many who then did the same. Susan also shares the fascinating story of having created a win-win strategy for marketing education at DePaul University by assigning students to develop marketing plans for Chicago-area not-for-profits. About our Guest: Susan Kryl's experience ranges from healthcare branding for Children’s and Northwestern Memorial Hospitals to minority marketing programs for Verizon, and to technology and financial services product launches for Informatica, RCN, GE Financial Services, and Dean Witter. Her initiatives have also included consulting with Singtel in Singapore, and the introduction of the Discover Card with the J. Walter Thompson team in Chicago, where she led the response marketing group, JWT Direct, before founding her eponymous strategy/marketing/creative company 30 years ago. Her leadership roles in the advertising community include terms as president of the Woman’s Advertising Club (WAC) and the Chicago Association of Direct Marketing (CADM). She also chaired Direct From The Heart (DFTH), a unique CADM program that acted as a clearinghouse between Chicago non-profits and marketing professionals and recognized the pro bono work of members. Susan, an ardent music lover, served more than two decades as an active member of the Lyric Opera of Chicago’s Guild Board of Directors, including several terms on the Executive Committee. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.  

  Longtime Northwestern Kellogg school professor Louis W. Stern, back in 1977, published the top textbook about distribution channel strategy, also known as “pull marketing.” Since then he’s been the go-to guru in this important one of the 4 Ps. Join us to learn Lou’s key insights into how to determine the best way to go to market, and to manage your channels effectively. You’ll also learn why he believes that omnichannel is the most exciting new development in the field, and the correct response to changing buyer behavior. Lou is now retired and playing tennis in Tucson. A lucky man, and a legend of marketing you’ll want to know. About our Guest: Louis W. Stern is the John D. Gray Distinguished Professor Emeritus of Marketing at the Kellogg School of Management of Northwestern University. Professor Stern joined the Northwestern faculty in 1973. Prior to that, he was Professor of Marketing at The Ohio State University. He was appointed to the Ohio State faculty in 1963 after having spent two years at the industrial research firm Arthur D. Little, Inc., Cambridge, Mass. From January 1965 until June 1966, he served as a principal economist for the National Commission on Food Marketing in Washington, D.C., and during the 1969-70 academic year, he was a visiting associate professor of business administration at the University of California, Berkeley. From 1977 to 1980, he served as Chairman of the Department of Marketing at Northwestern, and from 1983 to 1985, he was Executive Director of the Marketing Science Institute, Cambridge, Mass. During the 1984-85 academic year, he was the Thomas Henry Carroll Ford Foundation Visiting Professor at Harvard Business School. From 1998 to 2001, concurrent with his position at Northwestern, he was appointed a visiting scholar at the Haas School of Business at The University of California, Berkeley. From 2004 to 2006, he was designated the Dorinda and Mark Winkelman Distinguished Scholar at The Wharton School of the University of Pennsylvania, a Senior Fellow of the Wharton School, and co-director of Wharton’s Jay H. Baker Retailing Initiative, positions he held in addition to the John D. Gray professorship at Kellogg. WVU Marketing Communications Today: Marketing Legends is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.