How To Win With Customer Centric Marketing

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In this presentation, Fred Geyer and Chiaki Nishino of Prophet, will discuss how companies can use a customer-centric approach to become the ultimate triple threat - one in which customers, associates, and the company/its shareholders win.

Many successful companies are questioning, particularly in this economy, whether their current strategy will be their winning ticket for the next 5 -10 years. If it is time for a change, how do you pivot from the current formula to one that puts the customer at the center of your strategy?

Throughout the presentation, Chiaki and Fred will discuss the different kinds of triggers for this type of change, the types of beliefs, values and mindsets that are essential for a customer-centric approach and the key steps in an overall transformation process. They will look at why companies may have tried and failed, and will also discuss companies who have been wildly successful with this approach.

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Start: Wednesday, April 21, 2010 at 1:00pm

End: Wednesday, April 21, 2010 at 2:00pm



A Partner in Prophet's Chicago office, Fred combines extensive consulting expertise with corporate leadership experience. He has a 24-year track record in the U.S., Europe and Canada of developing strategies that drive double-digit growth. His expertise lies in brand and marketing strategy development, brand positioning, marketing activation, product launch, and return on marketing investment realization.

Fred joined Prophet from Zyman Group, where, as a Senior Managing Principal and leader of the Chicago office, he successfully developed brand growth strategies for global consumer goods, financial services, pharmaceutical, and educational services clients. He began consulting by founding a Toronto-based firm focused on the growth challenges of international subsidiaries.

The foundation of Fred's marketing expertise comes from a variety of corporate marketing management and general management roles. As Senior Vice President Marketing at Electrolux, the world's largest appliance maker, Fred led the successful re-introduction of the Electrolux brand in North America. As President of Crayola Canada he turned around a flagging Canadian subsidiary. Before moving to Canada, Fred profitably doubled Southern European sales as Managing Director of Crayola France, Spain, and Italy.

Fred is a well-known thought leader on the topic of "Considered Products Marketing" -- marketing goods and services such as consumer durables and pharmaceuticals that involve a multi-step information gathering and evaluation process before purchase. He has created a disciplined approach to identifying and leveraging the drivers of preference at key points in the consideration process.

Fred earned a BA at Harvard University and a M.B.A. in marketing and finance from Columbia

Chiaki Nishino

Chiaki is a Partner in Prophet's New York office, bringing extensive experience in business, marketing, and brand strategy consulting. She has helped clients develop powerful brand strategies, align their brand portfolios, develop effective value propositions and brand positioning, and optimize their marketing spend and messaging. She has addressed such issues for broad set of clients across industries, including Sara Lee, JPMorgan Chase, Sprint Nextel, Fidelity Investments, HP, UnitedHealthcare, XM Satellite Radio, among others.

Prior to joining Prophet, Chiaki was a Partner at Lippincott Mercer where she managed a wide range of brand strategy projects, often working with the design team for creative execution of the strategy. Earlier, she honed her business and marketing strategy skills as a Senior Associate at Mercer Management Consulting, managing projects that were often customer-needs driven, using a wide range of marketing research techniques. Chiaki was also a Marketing Associate for the Consumer Segment Online Marketing Group of Dell.

Chiaki holds a B.A. in Government and East Asian Studies from Harvard University, and an M.B.A. in Marketing Strategy from The Wharton School of the University of Pennsylvania, where she was a designated Palmer Scholar. She is fluent in Japanese.