Making a Difference via Marketing Leadership

What I’ll share with you today

• Me

• The Consumer…as I see it

• Marketing…as I see it

• You

Me

Also Me1983-2014 Since 2014

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Whole Brain Marketing

Real World Issues

Global Perspective

Practical Research

Where I Spend Most of My Professional Time

A Few Observations…As I See It

• Uncertainty for consumers– Economy– Security– Health– Politics

• Still, remarkable optimism for the future!

Key Consumer Trends…As I See It

• Growing in importance– U.S.

– Most areas of the world

Time Pressed

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Well-being

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Human Connection

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Search for Comfort/Security

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Instant Personalization

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Guilt Free Indulgence

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Celebration of Diversity

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What Does All This Mean to Me?

• Make everyday life a little easier, healthier, happier…better!

So, What Would I Do?

• Partner with the consumer…

• Make the best of time and money

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Turning to the Role of Marketing…As I See It

• Create Demand and build the Brand– “Big M” Marketing– “small m” Marketing

• Starts with the customer!– Insights about lives, lifestyles, specific category, individual brand

Where I Spent More Time as My Career Progressed“Big M” Marketing – Product/Experience

Which Enables Great Communication“small m” marketing -- Communication

What I Learned…

The best marketers are simplifiers.

We take complicated sets of circumstances and lead/create simple solutions.”

Finally…You!• Most successful/enduring brands

– Positive feeling… confidence & trust– Want to be part of it

• Your personal brand based on your– Values– Skills– Commitment to spirit of betterment– Ability to inspire others– Results

About the Future – Framework for You

• Inspired/important idea for making people’s lives better

• Good People

• Opportunity to learn and grow within the organization

• Clarity that role/contribution makes a meaningful difference

• Achieve financial goals

Beyond Talent, Hiring Managers Look For:

• Good people… those with character and integrity

• Curiosity, open-mindedness, and resourcefulness

• People who have a point of view…and the courage to express it

• People who can create – not just react

• Most importantly… those looking beyond individual advancement…make a team better

Promotion/Advancement• Strong, sustainable results

• 3 P’s – Principled, Prepared, and Proactive

• Votes of confidence from objective stakeholders

• Willingness to accept accountability…often without authority

• Demonstrated initiative in learning…ongoing commitment to the spirit of betterment

After Graduation…• Challenge yourself

• Help make others better

• Lead

• Make a difference!

Career Reflection• Success comes from taking risk and earning support

• Importance of inspiring, aligning, & leading people

• Help people become better than they thought possible

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Final Thought

Brands with the Best Talent Win!Medill IMC Masters Degree Opens More Doors!

• Student Perspective– Breadth and depth of marketing experiences– Global exposure and insight– Top level research– Former CMOs from Allstate, Google, McDonald’s, TGI Fridays, Deloitte, &

Walgreens

Brands with the Best Talent Win!Medill IMC Masters Degree Opens More Doors!

• Potential Employer Perspective– Thoroughly prepared, well-rounded marketing professionals– Next generation of Chief Marketing Officers

• Unique Partnership with Association of Nat’l Advertisers– Access to best marketing jobs with the best companies

Neil GoldenLecturer and Faculty Advisor

Northwestern University Medill Integrated Marketing Communications

neil.golden@northwestern.edu@nbgolden

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Thanks…

• …for the invitation

• Open discussion