Index

A

A/B testing, 23, 24

account-based marketing (ABM), 98

Adkins-Green, Sheryl, 89–92

agencies

changing, 135–140

as partners, 131–134

agility, 122, 150, 178

Akana, 263–266

Allen, Robert, 54

Allen Edmonds, 141–144

Allstate, 153–156

AMD (Advanced Micro Devices), 17–20

American Express, 201–206

AMN Healthcare, 25–28

Anderson, Stephanie, 55–58

Angelo, Loren, 200, 211–214

Aon, 63–66

Applbaum, Lee, 43–46

Apple Pay, 172

apps

Allstate, 156

Dunkin’ Donuts, 176, 177

Google Waze, 177

Macy’s, 173

Armstrong, Brandon, 176

Ash, Mary Kay, 90, 91

Ask, Julie, 178

Atchison, Shane, 38

Audi, 211–214

authenticity, 51, 122, 124

author’s blog/contact info, 289, 290

Autobiography of Benjamin Franklin, The, 206

automation, 95–98

awareness, 34

AXA, 135, 136, 137, 140

B

B2B content marketing, 99–104

B2C content marketing, 105–108

Baer, Jay, 160

Balter, Dave, 224

Bang! (Kaplan Thaler and Koval), 214

Barger, David, 146

Basic Elements, 1–46

branding, 21–24

consistency, 39–42

measures, 29–32

metrics, 33–38

new products, 43–46

planning, 7–12

rebranding, 25–28

research, 13–16

setting expectations, 3–6

strategy, 17–20

Becher, Jonathan, xiv, 48, 59–62

befriending data, 149–152

Belkin International, 121–124

Bena, Daniel W., 228

Berger, Jonah, 198

Bernoff, Josh, 178

best employer survey, 64

big data, 57–58, 151, 205, 249, 277

Big Moo, The (Godin), 148

biology and marketing, 286

Black Duck Software, 83–88

Bliss, Jeanne, 156, 210

blogging, 263–266

borrowing ideas, 249–250

Brand, Hennig, 289

Brand Called You, The (Montoya), 254

brand differentiation, 178

brand halo, 107

Brand Index, 217–218

Brand Thinking and Other Noble Pursuits (Millman), 24

brand transformation/expansion, 61, 62

branding, 21–24

personal, 251–254

and rebranding, 25–28

Branson, Richard, 275

Bright, David, 233–236

Brown, Danny, 116

Brull, Chris, 48, 49–54

budgets

allocation/optimization of, 144

working with tiny, 157–160

building community, 219–224

Burby, Jason, 38

Butman, John, 224

C

Camuto, Louise, 39–42

Camuto Group, 39–42

Cannizzaro, Tami, 113–116

Centene, 21–24

change

agency, 135–140

leading, 71–74

channel conflict, 69

channel strategy, 261–262

Chiat/Day, xiv, 109

Chief Customer Officer (Bliss), 156

Chief Listening Officer (CLO), 5

Chinn, Kate, 259–262

Christensen, Clayton M., 46

Ciena, 222

clarity, 164

Clement, Phil, 63–66

client engagement, 65

CMO Club, 36, 87, 272, 290

CMO Manifesto (Ellett), 12

CMO-type organizations, 36

cohesion, 75–78

CollegeHumor Media, 195–198

Collins, Jim, 66, 88

commitment, 164

communication

internal, 57, 58

marketing as, 166

community building, 219–224

compassion, 164

Competitive Strategy (Porter), 32

Comstock, Beth, 246, 283–288

conditions of satisfaction, 4, 6

consistency, 39–42

consultative selling, 79–82

Contagious (Berger), 198

Content Code, The (Schaefer), 104

content development

B2B content marketing and, 99–104

B2C content marketing and, 105–108

marketing automation and, 97–98, 103

service philosophy and, 203–204

small budgets and, 159

user-generated content and, 109–112

viral hits and, 195–198

Web experience and, 193–194

continuing education, 57, 58

copying the competition, 250

corporate social responsibility (CSR), 225–228, 234, 236

Costello, John, 165, 175–178

courage, 247–250

Covey, Stephen, 270

Cox Communications, 183–186

creativity

agency change and, 138

disruptive nature of, 44

pure, 211–214

real-time marketing and, 186

credibility, 164

CreditSignal, 103

crisis management, 161–164

CRM programs, 167–170

C-Suite Network, 3–6

culture, 72–74, 83–88

customer centricity, 215–218

customer experience, 142–143, 180–181, 239

customer feedback, 5, 194

customer satisfaction, 73

customer service

empathy and, 269–270

social media and, 207–210

Cvent, 13–16

D

data

accessibility of, 249

befriending, 149–152

big, 57–58, 151, 205, 249, 277

CRM programs and, 168

personalization based on, 277

service related to, 205

decision making

ownership of, 73

voice of customer in, 240

Decoding the New Consumer Mind (Yarrow), 82

degrees of separation between people, 276–277

Delivering Happiness (Hsieh), 240

Dempster, Craig, 190

Desai, Snehal, 48, 79–82

diagnostic measures, 34

Dick Roth Associates, 137

Dig Your Well Before You’re Thirsty (Mackay), 274

digital workforce, 287

digital world, 150–151

discovery, 110, 111, 287

display network advertising, 144

Do the KIND Thing (Lubetzky), 241, 244

Does It Work? (Atchison and Burby), 38

Dow Chemical, 79–82

Drucker, Peter, 83

Dun & Bradstreet, 99–104

Dunaway, Cammie, 237–240

Dunkin’ Donuts, 175–178

Duvall, Doug, xiv, 130, 161–164

E

eCommerce, 75–76, 188, 191

Eden, Eric, 13–16

Edison, Thomas, 37

Eisenberg, Bryan and Jeffrey, 170

Ellett, John, 12

Eloqua, 103

email efficacy, 179–182

emotional connections, 193, 194

empathy, 52, 122, 123, 267–270

employee advocacy, 11

employee engagement, 65, 73

empowerment, 89–92

End of Business As Usual, The (Solis), 288

Engage (Solis), 186

Engagio, 96

enlightened self-interest, 202

enterprise capabilities, 150

Epic Content Marketing (Pulizzi), 108

event marketing, 14–16, 158, 160

Everybody Writes (Handley), 124

evolving, 263–266

executing organizational plans, 58

expectations, setting, 3–6

experimentation, 37

Eyal, Nir, 174

F

Facebook

B2B content marketing and, 106, 107

community building and, 223

mobile marketing and, 173–174

networking and, 274

real-time marketing and, 184

See also social media

Fallon, Pat, 78

Fascinate (Hogshead), 42

feedback mechanisms, 194

Fiorella, Sam, 116

First Tennessee Bank, 33–38

Fiske, Susan T., 92

focusing on target audience, 58

Ford, Henry, 13

Forest Stewardship Council (FSC), 235

foundations, 229–232

4 P’s of marketing, 5, 6

Franklin, Benjamin, 206

Freddie Mac, 162

freemium acquisition strategy, 103

Fuller, Steve, 187–190

fundamentals. See Inert Fundamentals

Fusion-io, 255–258

G

Gale, Porter, 275–278

Garlikov, Julie, 130, 157–160

GE, 283–288

Getchell, Margaret, 172

Getting Things Done (Allen), 54

Gilbreath, Bob, 266

global agendas, 63–66

global brain, 287

Global Event Industry Benchmarks Study, 13, 15–16

Globality, 275–278

goals

establishing, 252, 254

simplifying, 18

Godin, Seth, 148

going green, 225–228

going viral, 195–198

Goldberg, Fred S., 140

Golden Rule Service, 90, 92

Good Leaders Ask Great Questions (Maxwell), 258

Good to Great (Collins), 88

Goodstein, Barbara, xiii, 130, 135–140

Google, 24

Graham, Terri Funk, xiv, 130, 131–134

Grammys, 109–112

Granof, Phil, 83–88

Grapevine (Balter and Butman), 224

grassroots marketing, 117–120

Great by Choice (Collins and Hansen), 66

green business, 225–228

Greenberg, Paul, 165, 195–198

Greene, Evan, 109–112

Gronkowski, Rob, 177

Grow (Stengel), 236

Gupta, Mayur, 149–152

Gupta, Sanjay, 153–156

H

Hackett, Judy, 99–104

Hall, Colin, 141–144

Hamilton, Rose, 165, 191–194

Handley, Ann, 124

Hanna, Mark, 67–70

Halligan, Brian, 98

Hannon, Kieran, 94, 121–124

Hansen, Morten T., 66

Happy Customers Everywhere (Schmitt), 144

Harte Hanks, 218

Hayes, John, 201–206

Haysbert, Dennis, 153, 154

Hayzlett, Jeffrey, 2, 3–6, 74

Heath, Chip and Dan, 120

Hillerich & Bradsby, 117–120

Hogshead, Sally, 42

Hooked (Eyal), 174

Hoovers, 102, 103

Hope is Not a Strategy (Page), 20

How Excellent Companies Avoid Dumb Things (Smith), 58

Howler Brothers, 24

HSBC BankCab, 201

Hsieh, Tony, 240

Human Brand, The (Malone and Fiske), 92

Hunter, Trip, 246, 255–258

I

I Love You More Than My Dog (Bliss), 210

IBM

Tami Cannizzaro, 113–116

Maria Winans, 251–254

implementation sequencing, 188

Inbound Marketing (Halligan and Shah), 98

independent sales consultants, 89–92

Inert Fundamentals, 245–288

always innovating, 283–288

empathizing, 267–270

evolving, 263–266

learning, 259–262

listening, 255–258

networking, 271–274

personal branding, 251–254

power networking, 275–278

sharing passion, 279–282

showing courage, 247–250

influencer marketing, 113–116

Influence Marketing (Brown and Fiorella), 116

innovation

consistent process of, 283–288

new technologies and, 150

reorganization and, 59–62

innovation marketing, 19, 60

Innovator’s Solution, The (Christensen and Raynor), 46

Insanity of Advertising (Goldberg), 140

Instagram, 213, 284

integrating mobile, 175–178

Internal Elements, 47–92

building trust, 49–54

cohesion, 75–78

consultative selling, 79–82

culture, 83–88

empowerment, 89–92

global agendas, 63–66

leading change, 71–74

organizing, 55–58

reorganizing, 59–62

retooling, 67–70

international marketing, 63–66

J

J.Crew, 179–182

Jack in the Box, 131–134

Jansen, Alicia, 267–270

JetBlue, 145–148

Jobs, Steve, 13

John Deere, 107

Juicing the Orange (Fallon and Senn), 78

K

Kaggle, 286

Kaplan Thaler, Linda, 214, 232

Kawasaki, 49–54

KidZania, 237–240

Kimberly-Clark, 149–152

KIND, 241–244

Knoll, 233–236

Koval, Robin, 214, 232

KPIs, 32

Kramer, Bryan, 128

Kraut, Bob, 7–12

L

L.L.Bean, 187–190

LaForce, Colette, 2, 17–20

Lavoisier, Antoine, 290

leadership

change agenda and, 71–74

culture and, 87–88

trust and, 53

Leahy, Terry, xiv, 246, 247–250

learning, 259–262

Lee, John, 190

LEED certification, 226, 227, 228, 235

Lincoln on Leadership (Philips), 262

LinkedIn, 19, 223

Linux Foundation, 87

listening, 255–258

empowerment related to, 91, 92

to social media, 5, 126–127, 128, 185, 209

living the brand, 237–240

localized capabilities, 150

logistics, 86–87

Louisville Slugger, 117–120

loyalty programs, 181–182, 239–240

Lubetzky, Daniel, 200, 241–244

Lucio, Antonio, 2, 29–32

M

Mackay, Harvey, 274

Macy’s, 171–174

Made to Stick (Heath & Heath), 120

Malone, Chris, 92

Management in 10 Words (Leahy), 250

Manchester United, 64, 65

market the marketing, 45

Marketing as Service, 99, 201–206

marketing automation, 95–98, 103

marketing equivalency, 65

Marketo, 95–98

Marks, Dan, 2, 33–38

Marnell, Richard, 94, 100, 105–108

Mary Kay, 89–92

MasterCard, 71–74

Matson, Ani, 215–218

Maxwell, John C., 258

McCurry, Mike, 164

McDermott, Tim, 167–170

McDonald’s, 207–210

MD Anderson, 267–270

measures, 29–32

media mixing, 153–156

MediaMath, 189

Medrano, Roberto, 246, 263–266

Mendeleev, Dmitri, xvii, 289, 290

metrics, 33–38, 186

Miller, Jon, 95–98

Millman, Debbie, 24

Minifie, Dave, 21–24

Mirror Test, The (Hayzlett), 6

mobile marketing

integration of, 175–178

media mixing and, 156

strategy for, 172–174

Mobile Mind Shift, The (Schadler, Bernoff, and Ask), 178

mobilizing digital, 171–174

Molloy, Margaret, 114

Montoya, Peter, 254

multichannel campaigns, 104

Musgrave, Kim, 207–210

N

Naide, Adam, 183–186

NASA, 279–282

NEA Member Benefits, 215–218

Net Promoter Score, 217–218

Network Is Your Customer (Rogers), 152

networking, 271–274

peer, 272, 274

power, 275–278

social media, 274, 278

Neuron Strategies, 255

new products, 43–46

New Rules of Marketing & PR, The (Scott), 112

Newlands, John, 290

Newlin, Kate, 282

Newman, Wendy, 25–28

Next Evolution of Marketing, The (Gilbreath), 266

Nice Companies Finish First (Shankman), 182

Ninja launch (Kawasaki), 50

Nintendo, 238

Noble Pursuits, 199–244

building community, 219–224

customer centricity, 215–218

foundations, 229–232

going green, 225–228

living the brand, 237–240

Marketing as Service, 201–206

pure creativity, 211–214

social customer service, 207–210

social purpose, 241–244

sustainable design, 233–236

Nylon magazine, 196

O

O’Brien, Joanne, 133

Ogilvy, David, 134

Ogilvy on Advertising, 134

Omni Hotels & Resorts, 225–228

omnichannel world, 151

online influencers, 160

online optimization, 187–190

online retailers, 194

OPEN forum, 203

open innovation, 11, 286, 287

optimization

budget, 144

online, 187–190

Oreo RTM example, 183–184

organizing, 55–58

Ortiz, David “Big Papi,” 85

OSS Logistics, 86–87

outcome measures, 34

outside-in approach, 56, 58

ownership, 53

P

Page, Rick, 20

Papa John’s, xiv, 7–12

paper catalogs, 143–144

passion, 53, 279–282

Passion Brands (Newlin), 282

Patrón Spirits, 43–46

PEDIGREE Foundation, 229-232

peer networks, 272, 274

Peppers, Don, xiv, 218

Periodic Table, 289, 290

Periscope, 176

personal branding, 251–254

personalization, 277, 278

Pet360.com, 191–194

Phelps, Michael, 111

Philadelphia 76ers, 167–170

Philips, Donald T., 262

pilot projects, 285, 288

Pinterest, 174, 284

planning, 7–12

points of contact, 35

Porter, Michael, 32

power networking, 275–278

Power of Nice, The (Kaplan Thaler and Koval), 232

press coverage, 46

Procter & Gamble, 22, 24, 121

programmatic buying, 36–37, 151–152, 189–190

public relations (PR), 116, 160, 260

Pulizzi, Joe, 108

pure creativity, 211–214

purpose, 243–244

Q

questions

for crisis management, 163–164

for rebranding, 26

R

Rao, Raj, 48, 75–78

Raynor, Michael E., 46

real-time marketing (RTM), 183–186

Reardon, Martine, 171–174, 175

rebranding, 25–28

recognition, 53

The Recording Academy, 109–112

Reichheld, Fred, 16

relevance, 182, 185, 186

Renegade, LLC, xv, 16, 290

Renegade marketing, xv–xviii

reorganizing, 59–62, 85

reputation, 253

research, 13–16

Responsys email platform, 180

retail partners, 141–144

retooling, 67–70

Return on Customer (Peppers and Rogers), 218

return on relationship, 70, 114

Return on Relationship (Rubin and Rose), 70

Rhimes, Shonda, 128

Richline, 67–70

Ries, Al and Laura, 28

Rise of the Platform Marketer, The (Dempster and Lee), 190

risk-taking, 4, 6, 145–148, 213, 250, 253–254

Roca on the Rails program, 46

Rodgers, Chip, 219–224

Rogers, David L., 152

Rogers, Martha, 218

Roker, Al, 210

Romm, Elisa, 71–74

Rose, Kathryn, 70

Rubin, Ted, 70, 114

Running the Gauntlet (Hayzlett), 74

S

Safon, Scot, 125–128

Salesforce, 96, 168

Santora, Tom, 225–228, 234

SAP

Jonathan Becher, 59–62

Chip Rodgers, 219–224

Schadler, Ted, 178

Schaefer, Mark W., 104

Schlegel, Kyle, 117–120

Schmitt, Bernd, 144

Schnatter, John, 10

Scott, David Meerman, 112

search consultants, 137

Secret Weapon Marketing, 131, 133

Segers, Bo, 229-232

self-promotion, 254

selling, consultative, 79–82

sell-through process, 143

Senn, Fred, 78

Sephora, 181–182

service

marketing as, 99, 201–206

social media and, 207–210

See also customer service

setting expectations, 3–6

7 Habits of Highly Effective People, The (Covey), 270

Shah, Dharmesh, 98

Shankman, Peter, 182, 194

shared content, 110, 112, 126, 128

Shareology (Kramer), 128

Shipley, Lou, 84

Shopkick, 172

showing vs. telling, 30, 74

Silicon Rally, 165–198

CRM programs, 167–170

email efficacy, 179–182

going viral, 195–198

integrating mobile, 175–178

mobilizing digital, 171–174

online optimization, 187–190

real-time marketing, 183–186

Web experience, 191–194

Silicon Valley, 287

Sinek, Simon, 62

Sirkin, Clive, 150

Sittig, Dick, 131, 132, 133

small businesses

big data used by, 277

service mentality toward, 202, 203

Smith, Neil, 58

Smith, Shannon, 179–182

social customer service, 207–210

social media

B2C content marketing and, 106

community building and, 219–222

customer service and, 207–210

influencer marketing and, 115

internal company use of, 66, 91

listening to, 5, 126–127, 128, 185, 209

marketing automation and, 97

mobile marketing and, 173–174

networking and, 274, 278

passion conveyed through, 281–282

sharing information via, 51–52

small budgets and, 158–159, 160

successful use of, 125–128

user-generated content and, 111, 112

viral hits and, 196

Web experience and, 193

social purpose, 241–244

social responsibility, 200, 225–228

social-at-the-core campaigns, 32

Solis, Brian, 186, 288

Sprint, 161–164

St. George, Marty, 145–148

Start with Why (Sinek), 62

Stengel, Jim, 236

stewardship, 19

storytelling, 121–124, 213–214

strategy, 17–20

success

sharing credit for, 54

social media, 125–128

Sustain-Ability (Bena), 228

sustainability practices, 226–228

sustainable design, 233–236

Sweetwood, Matt, 271–274

T

tactical capabilities, 150

talent, 88, 160

targeted ads, 260

technology

communication facilitated through, 166

innovation driven by, 150

temporary project teams, 62

Tesco, xiv, 247–250

test/invest methodology, 158

Thank You Economy, The (Vaynerchuk), 164

Think Big, Act Bigger (Hayzlett), 6

“Think Like Linux, Act Like UPS, and Smile Like Amazon” (Granof), 86

3M Company, 75–78

Tiger 21 Holdings, 135–140

time management, 57, 192

Time Warner Cable Business Class, 55–58

tiny budgets, 157–160

tipping points, 85

Tishman Speyer, 259–262

Torani, 157–160

Townsend, Jason, 280

transformation, 19–20

Transitional Trends, 93–128

B2B content marketing, 99–104

B2C content marketing, 105–108

grassroots marketing, 117–120

influencer marketing, 113–116

marketing automation, 95–98

social media success, 125–128

storytelling, 121–124

user-generated content, 109–112

Truman, Harry S., 8

trust

process of building, 49–54

real-time opportunities and, 185–186

TV advertising, 12, 154, 156

22 Immutable Laws of Branding, The (Ries and Ries), 28

Twitter

mobile marketing and, 174

real-time marketing and, 184–185

social customer service and, 208

See also social media

U

Ultimate Question 2.0, The (Reichheld), 16

underdog phenomenon, 20

Unique Photo, 271–274

usability research, 14

user-generated content, 109–112

V

values, 90, 92, 147

Vaynerchuk, Gary, 164

video

B2B content marketing and, 101

B2C content marketing and, 106, 107

programmatic buying and, 190

viral content and, 196–198

Viking River Cruises, 105–108

Vine, 286

viral hits, 195–198

Virgin America, 275

Visa, 29–32

Volatile Factors, 129–164

agency as partner, 131–134

befriending data, 149–152

changing agencies, 135–140

crisis management, 161–164

media mixing, 153–156

retail partners, 141–144

risk taking, 145–148

tiny budgets, 157–160

Vonage, 136, 137, 138

W

Waiting for the Cat to Bark (Eisenberg and Eisenberg), 170

Wanelo, 174

Waze navigation app, 177

The Weather Channel, 125

Web experience, 191–194

WeMo Home Automation system, 123

Winans, Maria, 251–254

word of mouth, 116, 160, 262

Y

Yahoo!, 238

Yarrow, Kit, 82

Yembrick, John, 279–282

Your Network Is Your Net Worth (Gale), 276, 278

Youtility (Baer), 160

YouTube, 174, 196

Z

Zemlin, Jim, 87

Zombie Loyalists (Shankman), 194