Building Strong Brands In A Radically Transparent World
In an age of the connected consumer and radical transparency, maintaining a brand's position has become increasingly complex. Does perception drive reality or reality perception? The strongest brands owe their success to a clear alignment of their brand positioning with communications and customer experience. The foundation rests with a clear and relevant brand story. But some brands miss the mark or lose their ground. What matters most in driving demand? What measurements can be adopted to sustain a compelling brand story and customer experience? In this discussion, John Marshall will review a new diagnostic tool for ensuring the most successful alignment and share research on which brands do this best.
*** NOTE ALL WEBINARS ARE EASTERN TIME ***
|Begins:||Wednesday, March 9, 2011 at 1:00pm|
|Ends:||Wednesday, March 9, 2011 at 2:00pm|
Senior Partner Director Brand Strategy - Lippincott
John Marshall is a senior partner based in Lippincott's Boston office where he is director of Lippincott's brand strategy practice. John brings to Lippincott over 20 years of consulting and operating experience.
A seasoned general manager and marketing executive, John has worked with many of the nation's largest companies in crafting and executing strategies to create long-term growth and shareholder value. Most recently he was president of Test Preparation Services at The Princeton Review, where he led a profitability turnaround at this publicly-traded education company.
His prior roles include executive vice president and global head of marketing strategy and enablement at Digitas, where he was a member of the firm's global operating committee. In that capacity, John was responsible for the company's client relationships in the area of marketing strategy, digital strategy, analytics and technology strategy with clients such as American Express, AT&T and General Motors. John was also a partner with consulting firm Mercer Management Consulting (now Oliver Wyman), where he applied expertise in marketing, Internet commerce, business strategy and shareholder value creation to drive growth in numerous companies. He began his career as an equity analyst and has significant experience in shareholder based management.
John is an adjunct member of the faculty of the Amos Tuck School of Dartmouth College, where he teaches digital marketing strategy. He is the author with David Kenny of "Contextual Marketing: The Real Business of The Internet," published in the Harvard Business Review.
John graduated with an A.B. from Princeton University and an M.B.A. with Distinction from the Amos Tuck School at Dartmouth College, where he was a Tuck Scholar. He is also a Chartered Financial Analyst.