Command & Control Branding: Not Dead Yet?
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Sounds like another big company who just don’t get it.
Still stuck with a model of many differnet functions, sales, marketing, operations, IT, customer service, without a single thing called “conversation” that should span all of them. brand message isnt the same thing either.
I bet the guys and girls who carry out the servicing of ford cars at official ford garages and dealerships don’t know much about this stuff.
A friend of mine had a recent issue with Audi and this reminded me that every customer touchpoint is a chance to create customer delight, or in most instances not.
A great brand, message, etc will all prove to be for nothing if the people who interact most with the people who own a ford car or aspire too aren’t given the correct tools to do the job.
Mike Ashworth
Marketing Coaching and Consultancy
Brighton and hove, Sussex, UK
I agree Mike
and I think the focus group they used (actual dealership owners) may not know Social Media as well as the marketing team
so you end up getting a watered down, high level message
Hi
Just to inform you that Buzz Marketing & Technology has been included in Spotlight Ideas' Top 100 Advertising, Marketing, Media & PR Blogs.
spotlightideas.co.uk
Eamon
thanks for sharing the link with me Eamon
I would be happy to post a badge on my site if you send me one at phdunay at yahoo dot com
Paul;
Congrats on your Junta42 2nd place win!
Mike
Thanks Mike for pointing that out
I wasnt aware I made #2!
"Still stuck with a model of many differnet functions, sales, marketing, operations, IT, customer service, without a single thing called "conversation" that should span all of them. brand message isnt the same thing either."
There are so many companies today that still are 'stuck' with this model, not seeing the value in conversation.
I think the Geico caveman is a great example of a brand that is doing it right:
http://www.cavemanscrib.com/
People like the caveman, they like the Geico brand.
Another good example of a company doing it right is Starbucks with http://www.mystarbucksidea.com or M&M's with http://mms.com/us/becomeanmm/create/.
Good point Adam – in fact I have even heard of a new title – Chief Conversation Officer!
“Life is intrinsically, well, boring and dangerous at the same time. At any given moment the floor may open up. Of course, it almost never does; that's what makes it so boring.”