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Category: Interviews

How to Turn ‘Word of Mouth’ Into a “Talk Trigger”
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March 7, 2019
The hotel app worked like a charm. Not only was I able to choose my room, I bypassed registration and used a digital key to open the door. Excited about this experience, I shared it on Twitter tagging a couple of CX experts, one of whom said, “love that too but at Doubletree, it’s worth stopping at the front desk...

7 Interview Questions for Your Next Marketing Hire
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January 22, 2019
Leadership, whether you’re the CEO, chief marketing officer or chief financial officer, can typically be boiled down to three fundamental tasks: Set the vision, build the team and allocate the resources. Arguably, all three are equally important, yet in this CMO-centric column, we’ve focused more on the first and third, closely examining the strategic and budgetary choices that modern marketers...

How to Give Your Content Moxy!
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February 27, 2017
Truth by told, most brands dabble in content.  Sure they’re cranking out blog posts, images and even videos but few have allocated the resources to truly capture the hearts and minds of their target audience.  Here’s when you know things are serious: The CEO believes in content enough to create a separate production department & fund it The CEO hires a content...

Why Big Ideas Still Matter
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February 22, 2017
Every once in a while I stumble upon a marketing campaign that makes me proud of my chosen profession.  You see, after more than three decades in this business, I still believe that great marketing can be a force of goodness for both brand and society.  Admittedly it’s a lofty goal and not one a lot of marketers care about....

Embracing the Art & Science of Marketing
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February 9, 2017
When I first met Dan Marks in 2011 during his days as CMO at First Tennessee Bank, he blew me away with a model his team had built that accurately predicted the impact of an increase or decrease in ad spending. This was a particularly useful model as the bank like most businesses at the time was still in recession...

A Healthy Perspective on Hospital Marketing
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January 31, 2017
Driving into Hertz to return my car to the West Palm Beach airport on Sunday, I couldn’t help but notice they’d altered the drop-off point. A veteran of this particular facility, I wondered why were we so close to the bus loading zone.  And then it dawned on me because it was raining, they had us dropping off under the only...

How to Rebrand on a NPO Budget
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January 23, 2017
If you ever wondered about the validity of the old proverb, “necessity is the mother invention,” then you’ll want to read word for word my extensive interview with Dara Royer, Chief Development and Marketing Officer of Mercy Corps and winner of The CMO Club‘s Officers Award. Like her organization, Dara works miracles on a minuscule budget and in the process...

Content Marketing on a Planetary Scale (from Mars)
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January 19, 2017
By 5pm, I’m typically famished. If we don’t eat dinner until 8 or so, I’m approaching demonic, ready to rage at the slightest provocation especially if it threatens to come between me and my pointy fork. So you can picture the scene the other night at an otherwise lovely restaurant as our persnickety waiter decided to take several minutes to...

Riding a Juggernaut – How to Grow Without Changing Jobs
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January 8, 2017
As the employer of numerous millennials and proud parent of two, I’m quite conscious of a generational tendency to change jobs with frequency.  Various research studies back up my first-hand observation of this trend.  Deloitte reports that younger millennials ages 20-24 are on the job for an average of 1.3 years and according to Gallup: Millennials most likely generation to...

Want to Rebrand? Make Sure Work From the Inside Out
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January 2, 2017
Can one question change your life?  This certainly was the case for Gina McDuffie. In our podcast recording, Gina tells how when she was contemplating going to law school, her father asked her to give him three good reasons why. Turns out, she couldn’t come up with one and instead headed to Paris with $500 in her pocket and a...

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