Archive for Drew Neisser

Are You the CMO of Your Personal Brand?

Posted by Drew Neisser on February 5th, 2016 at 7:32 am

Everyone has the opportunity to be the CMO of their own brand. This post outlines how using Dan Raviv of CBS News as an example.

Standing with France (and Ben Franklin)

Posted by Drew Neisser on November 14th, 2015 at 12:59 pm

There is no United States of America without France. Simply put, our revolution fizzles before it gets rolling and even if we had managed to avoid catastrophic defeat early on, it would have dragged on way past 1981. Here’s an oversimplification of the key role France played in the American Revolution and Ben Franklin's probable take on yesterday's events.

10 KIND Ways To Grow Your Business

Posted by Drew Neisser on June 1st, 2015 at 4:04 pm

Not too many people have the audacity to think they can bring peace to the Middle East, let alone attempt to do so via a food company that manufacturers in Israel and sources ingredients and packaging from various nations nearby.  This truly Quixotic adventure was just the beginning for committed “social entrepreneur” Daniel Lubetzky who went on to found KIND Snacks, a now beloved brand that is fast approaching $1 billion in sales.
Lubetzky’s story, recently chronicled in his book Do the KIND Thing, is both refreshing and inspiring.  The refreshing part comes with his admission of mistakes, both large and small, ranging from flavor choices to package design, distribution outlets to promotions. This honesty makes his subsequent success that much more compelling.  The inspiration comes in abundance, whether you’re just starting a business or hoping to improve customer loyalty or want to make the world healthier or could just use a dose of kindness.
After hearing Lubetzky speak, I was thrilled by the chance to interview him--an interview distilled below into 10 “KIND” ways that just about any business can achieve success.
#1: Find Your Company’s Purpose
“I think every company that is trying to succeed has to have a purpose because it's... Read more

Does Culture Really Trump Strategy?

Posted by Drew Neisser on April 12th, 2015 at 8:14 am

Leaders from Dunkin’ Brands, Mary Kay, MasterCard and Unilever share how they were able to drive strategic change through entrenched cultures.

The Fine Art of Marketing to Marketers

Posted by Drew Neisser on September 9th, 2014 at 7:00 am

When it comes to marketing to marketers, the old adage "don’t blow smoke at smoke blowers" certainly applies. Marketers as a whole are even more skeptical than the average consumer and can sniff out an overpromise faster than you can say big data.  So when you see a brand succeed within this context inquiring minds can’t help but wonder how the heck they pulled it off.
MediaMath is just such a brand, having enjoyed successive years of double-digit growth and establishing itself as the leader in programmatic which should help explain why I was so excited to catch up with Rachel Meranus, their Senior Vice President of Marketing.  In our extensive interview below, Meranus reveals a deep understanding of MediaMath’s target and their multipronged approach to prospecting, nurturing and customer education.
Neisser: The big media buying agencies are all over programmatic and have been for a while now.  This doesn’t seem to be case with most brands and their CMOs. Why the understanding gap and why do you think it is so important that CMOs understand the power of programmatic?

Meranus: We see quite a range when it comes to a CMO’s understanding and level of sophistication with the technology.  Some jump... Read more