Recent news suggests European marketers are gaining relevance worldwide. The Coca-Cola Company has appointed a new Chief Marketing Officer (CMO): the Iberian Division President, Marcos de Quinto. It seems an interesting global challenge, after his success in Spain in terms both of strong brands and business transformation (with a huge internal merge).
In a global market, and with the economic recovery, it seems that building strong brands with a value orientation and a more content & social driven approach, returns profits to the companies.
In this transformational context, this week I have been invited to speak at the 7th Thought Leader Global Marketing & Branding Forum on innovation, money and the new customer.
Reviewing the different trends, we could highlights 3 key trends in Marketing & Branding:
- Omni-channel & mobility: the customers want to connect anytime, anywhere… they want. Mobile business is the hot topic, and the main source of growth in many businesses.
- Value creation in branding: investing in branding requires a “scientific” value focus, investing and measuring its ROI.
- Roots & core values: the employees and the company culture are still key in the transformation on many companies. As an example, traditional luxury brands, as Jaeger-LeCoultre, innovate taking care of its culture and the connection with the past.
To highlight: innovating with mobile focus, but taking care of the brand roots
