Building unforgettable brands | Rachel Fairley | HPE

How to Grow a CMO - Un pódcast de The Marketing Practice - Miercoles

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Economia

Rachel Fairley is the Global Vice President of Brand Marketing at Hewlett Packard Enterprise (HPE).Rachel is leading the repositioning of the HPE brand to be the Edge-to-cloud leader, delivering a data-driven strategy to drive from brand to revenue.For over 20 years, Rachel has led marketing at several well-known B2B brands and agencies such as Landor, Sage, Oracle and now HPE.  Additionally, she was recently named a Top 100 B2B Marketing Leader in Technology Hot Topics.We discuss:

  • The crucial levers to effective brand building
  • Acquiring new customers vs building valuable relationships
  • The effectiveness of increasing brand loyalty or increasing penetration
  • The power of ‘emotional messaging’ vs rational messaging

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