Coordinates 11.20.01
Welcome to Coordinates 11.20.01
Hello all,
With all the election noise, in this month’s round-up and features, I focus on 2 themes:
1) the role of the CMO and what the CMO is being called to do during these times; and
2) a continued focus on how to manage organizations and brands in leading with purpose.
We also throw in our Monthly Progress Practice around being grateful, fitting for this month, of course.
As always, I hope you find a few insights to inspire you to action.
Happy early Thanksgiving, and be well!
Kathy
Insights to Inspire to Action
The New CMO Playbook
A demanding and often under-appreciated role, CMO’s can wear many hats. Which are you being asked to wear? Are you the growth driver? The innovator? The storyteller? Or?
4 ideas for CMO’s to create new and inspired marketing.
Insights from CMO’s across industries on how they are adjusting their plans and actions during the time of Covid.
Last month Dentsu released its 2020 CMO survey. Get a snapshot here.
Leading with Purpose
On its 25th anniversary, Fast Company offers its perspective on The New Rules of Business. Defining purpose, being authentic, and investing in community make the list.
The new rules of business management is prioritizing long-term thinking over short-term results. But how do you plan for the long-term when change happens so quickly? Learn tips from Jennifer Riel of IDEO (and author or one of my favorite books, “Creating Great Choices: A Leader’s Guide to Integrative Thinking.”)
How do you create a purpose-driven organization? Get a game plan from leadership guru and Michigan professor Robert Quinn.
Empathy is important in leading a company with purpose. Get tips from a CEO doing the work to build empathy into his company’s culture.
The Monthly Progress Practice – November
At the beginning of the year, we shared our Monthly Progress Practice. Progress happens through small actions, so we offer a monthly practice of small actions or micro-habits to inspire positive change this year.
Our guidance for November: Be Grateful. We are lucky to have so much in our lives. Start your daily gratitude practice. What are you grateful for at work and in your personal life?
Bring this concept to your teams, as well:
Take one of your upcoming meetings and use a part if not all of the time to circle the virtual room and have each person share something she is grateful for even in this challenging year.
If they have teams, ask them to do this with their team, too.
Up the game and include sharing how you are grateful for your customers and ideate on how you can demonstrate your appreciation for them in the coming year by offering great products and exceptional customer experiences.
On Watch, Take Notice
What’s Trending: Brands Finally Embracing Integrity Marketing
We believe a component of a Brand for Good leading with Purpose is Communicating Responsibly. We think there’s an opportunity to raise the bar to this new standard, and we call it Integrity Marketing—being responsible and principled in marketing practices and communication. Why is this important? Because we are all susceptible to media and marketing messages. An obvious statement, perhaps, so why then don’t businesses hold themselves to a higher standard about how they market to consumers?
Given the times, we’re seeing a trend of brand’s finally starting to embrace this concept, despite us writing about it 4 years ago.
Take these examples:
Oatly: A powerful parody of traditional advertising, Oatly’s ad that’s not an ad is consistent with the advertising selling story it’s been deploying for years now. It’s a non-conventional way to engage consumers, just like the product itself when it launched.
Olay: Building on Olay’s empowering 2020 Super Bowl ad, the brand has done it again with its most recent campaign, “Maximize, Don’t Minimize Me” and “Face Anything.” The campaign features well-known “actor, singer, change maker,” Jennifer Hudson, and also other non-household names who are maximizing and making an impact in our world.
Lego Education: How inspiring is this? Not only is Lego demonstrating its ability to innovate and be relevant in today’s digital world, it’s tapping into positive motivations to inspire kids to Rebuild the World and Rebuild Confidence.
Adobe: We applaud Adobe giving women a voice and celebrating diverse perspectives. This is especially needed in creative industries.
Do these inspire you to apply Integrity Marketing to your brands? How can you use your platform to make a powerful impact in the world? How can you use your marketing to speak to customer motivations and not set expectations? How can you market responsibly?
Book in Brief
This month’s book in brief… find out what other interesting people from around the world are reading.
Worth a Listen
Want to build your own empathy skills? Listen to this Hidden Brain episode on “Empathy Gym.”
From Freakonomics, hear from John Mackey, Founder and CEO of Whole Foods, on conscious capitalism and conscious leadership, a topic upon which he recently released a book back in September.
“Purpose is seen as a massive departure from capitalism, which I don’t think it is at all.”
— Frank Cooper, Global CMO, BlackRock
“The more profit we make, the more social impact we can have.”
— Jonathan Neman, co- founder and CEO of Sweetgreen
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