Insights from the Masters

October 20, 2014

By Bill Duggan

Last week’s ANA Masters of Marketing was incredibly inspirational. Below are some high-level insights that I took home with me from Orlando.

General Mills: Put the consumer/brand champion at the center. The “power of purpose” can change everything you do in the marketing mix.

JetBlue: Differentiation by treating the business as a service business and not as a commodity. 

Microsoft: We live in a mobile-first, cloud-first world. It’s not about the device; it’s about freeing people’s time.

American Licorice: Brands with the most creative content and first mover advantage can earn a disproportionate share-of-voice.

Nissan: The heart trumps the head. Eighty percent of behavior comes from emotions. A brand needs to reach us where we emotionally live.

Cisco: Sixty-seven percent of a B2B customer’s journey is now done digitally. Fifty-seven percent of the purchase decision is complete before a customer even calls a supplier.

Jim Stengel: Think about your legacy for the many roles you play in your life.

Target: The truth will set you free.

Chobani: Need to be quick and nimble; no “analysis paralysis.”

Kraft: Content must be “share-worthy.” You don’t have to pay a lot for content; you can curate it.

Dos Equis: “Scarcity” can be a good thing. The most interesting man in the world retains appeal by the limited number of creative executions and public appearances.

hello products: There is no such thing as a boring category; there are just boring executions.

Grainger: B2C marketing is checkers; B2B marketing is chess. It’s a more complicated game with strong influence from engineering and sales.

Thanks to these and all the masterful speakers who all made us a little smarter!

comments (1)

John Rogers

November 17, 2014 12:54pm ET

Thanks for that recap! Very concise and helpful for those of who weren't able to attend.

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