Welcome to another exciting episode of Scratch, where we’ve had the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense." Eric & Martin explore the delicate balance between creativity and data-driven science in marketing, emphasizing the importance of consumer-centric strategies and the challenges faced in the evolving marketing landscape. Martin also shares insights into the role of a Chief Marketing Officer (CMO) in today's business world, all while discussing failed innovations at Walmart and highlighting Indian challenger brands, the Dabbawallas.
Welcome to another exciting episode of Scratch, where we had the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense."
But that's not all; Martin's influence extends far beyond the pages of his books. As the founder and chairman of Lindstrom Company, he leads a pioneering branding and culture transformation firm that operates across five continents and in over 30 countries. Over the years, he has been the go-to consultant for the crème de la crème of Fortune 100 companies, helping them navigate the ever-evolving landscape of branding and culture.
Together, Eric and Martin dive into the world of marketing, exploring the delicate balance between creativity and data-driven science. Martin underlines the crucial role of putting consumers at the heart of your strategy to build a powerful brand. He also highlights the hurdles that creativity encounters in today's ever-evolving marketing landscape.
Additionally, Martin shares valuable insights into the role of a Chief Marketing Officer (CMO) in the intricate web of today's business world. Throughout the episode, there's a strong emphasis on the profound impact you can make in the world by aligning your work with a greater purpose. We really enjoyed recording this one, and are sure that you'll find Martin's insights and perspectives truly enlightening.
Mentioned in the show:
Chapters:
(6:10) What do you think of an incumbent becoming a challenger?
(17:32) Customer-focused examples
(20:32) Everyone talks about being customer-centric, How do you get there?
(25:32) How do you define marketing?
(34:32) What do you think of creativity in marketing?
(38:27) What should people do to be more respected to be a CMO?
(46:00) Rapid Fire
"Scratch" is a production of Rival, a marketing consultancy and technology company that builds challenger brands, strategies, and capabilities to change categories. In every episode Eric interviews the CMO of some of the world's biggest or fastest-growing brands, exploring their innovative marketing strategies that challenge established incumbents. Immerse yourself in the world of challenger brands and learn valuable marketing lessons from industry experts, as you discover their secrets to success.
Find Rival online at www.wearerival.com, LinkedIn, Twitter.
Watch the video version of this Podcast on YouTube.
Find Eric on LinkedIn and tweet him @efulwiler.
Find Martin on LinkedIn.
Say hi at media@wearerival.com, we’d love to hear from you.