Tag Archives: CEO

How Skechers became the 2nd largest footwear brand (Ep 124)

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[podcast flashvars="titles: 'Leonard Armato',animation: 'no',initialvolume: '100'"]http://www.brandfasttrackers.com/podcasts/brand_fast_trackers_leonard_armato.mp3[/podcast]

Skechers is the fastest growing footwear brand, and interestingly, it has surpassed other major brands to become the 2nd largest brand across the whole category. Skechers is effectively using celebrity endorsements, but they’ve primarily achieved their great success with a truly remarkable product. This episode is about utilizing the product element of the marketing mix to win and winning big. Skechers President Leonard Armato shares some great lessons you can apply to your brand today.

Leonard Armato is chief marketing officer of Skechers and president of the company’s fitness group. Skechers is the second largest footwear company in the United States and the fastest growing footwear company in the world. Prior to joining Skechers, Armato served as chief executive officer (CEO) of the AVP Pro Beach Volleyball Tour from 2002 until 2009. Previously, he represented sports icons such as Kareem Abdul Jabbar, Ronnie Lott, Hakeem Olajuwon, Ahmad Rashad, Oscar De La Hoya and, most notably, Shaquille O’Neal as founder, chairman and CEO of Management Plus Enterprises (MPE).

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Going from employee to entrepreneur while pursuing your true passion (Ep 117)

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[podcast flashvars="titles: 'Ann Hand',animation: 'no',initialvolume: '100'"]http://www.brandfasttrackers.com/podcasts/brand_fast_trackers_ann_hand_2011.mp3[/podcast]

Why is it that when I think of a ladder of brands in my head for, say, the bottled water industry, I can think of 4 or 5 with no trouble, but when I think of a category like ‘homes’ or ‘buildings’ not a single brand comes to mind? It’s a far more considered purchase, and certainly more important to me in my life, but I cannot recall a single brand. Ann Hand seeks to change that and in the process of doing so, she went from being an employee to an entrepreneur all while pursuing her true passion! Intrigued? I was! Enjoy the episode.

Ann Hand is one of a handful of women who have risen to the top ranks of the energy industry. She most recently served as SVP of Global Brand Marketing and Innovation at BP, where she played a key role in making things “a little better” by developing new and compelling ways for consumers to engage with the BP brand, overseeing $300 million annually in marketing initiatives worldwide. Ann previously held the position of chief executive officer of the company’s Global Liquefied Petroleum Gas Business Unit where she had full P&L accountability across 15 countries, oversaw 3,000 employees and increased operating profit by 250-percent. As CEO of Project FROG, she is leveraging the company’s game-changing innovation to grow markets, develop new products and increase brand awareness for its industry-leading smart buildings. Ann is on a mission to revolutionize how buildings are built and redefine standards for how they perform…she intends to make the construction industry a lot better.

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How Brands Innovate – featuring Guest Host Carl Johnson of Campbell’s (Ep 115)

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[podcast flashvars="titles: 'Mark Sebell',animation: 'no',initialvolume: '100'"]http://www.brandfasttrackers.com/podcasts/brand_fast_trackers_mark_sebell.mp3[/podcast]

Imagine sitting in on a strategy session with a senior executive advising a CEO of one of the world’s largest, most influential brands as they discuss their views on innovation and brand marketing. In this episode, guest host Carl Johnson speaks with Mark Sebell to identify the key drivers of innovation.

Mark Sebell has been a business innovationist his whole life. It just took awhile for him to see it. He has had an unusual multi-dimensional career in innovation, starting in advertising in 1970. After an MBA from The University of Michigan he worked for me at Colgate-Palmolive, where he quickly gravitated to new products, because in his word, “I love to make order out of chaos.”
As a member of Colgate’s first-ever corporate new ventures group he was trained as a brainstorming facilitator, which he loved so much that he returned home to Boston in 1982, where he became a managing partner at the creative facilitation company that had trained him. In 1988 he co-founded Creative Realities because he wanted to be in the innovation business, not the creativity business. Creative Realities is an innovation management-consulting firm specializing in innovation process. Since 1988 they have worked with clients in over 35 different industries, helping internal teams strategize, create, and implement new products, new services, as well as new manufacturing, distribution, sales, cost management and operating processes and new business models. Mark is the author of a book on innovation called Ban the Humorous Bazooka. In his Forward to the book, the late C.K. Prahalad described it as “…an innovation practitioner’s guide for leaders & managers.” He is a frequent guest at Harvard Business School, Babson College’s graduate program in entrepreneurship, Yale School of Management, and Tufts University among others. He speaks often on the subject of innovation and has been the keynote presenter at several domestic and international innovation symposia, the last two in Norway and Austria.

Carl Johnson was named Senior Vice President and Senior Advisor to the CEO in October 2010. He reports to Douglas R. Conant, President and Chief Executive Officer. Carl joined Campbell in April 2001 as Senior Vice President and Chief Strategy Officer. He was directly responsible for corporate strategy, Research & Development and Quality, corporate marketing services, licensing, and e-Business. Carl joined Campbell from Kraft Foods, where he ran three successively larger business divisions. He joined Kraft in 1992 as Vice President, Strategy, for Kraft Foods, USA. In 1993, he became Executive Vice President, Kraft USA and General Manager of Kraft’s Specialty Products Division. In 1995, he was made Executive Vice President of Kraft Foods, N.A., General Manager of the Meals Division and member of the Kraft Foods N.A. Operating Committee. 1997, Carl was named President of the $2.5 billion New Meals Division when the former Meals and Enhancers divisions were consolidated. In this capacity through early 2001, he led the division’s three-year transformation, restoring sales and earnings momentum and achieving record-high operating income growth. Prior to Kraft, Carl was a senior partner and director of the consumer goods consulting practice at Marketing Corporation of America, where his key clients included among others, Kraft, Con Agra, Cadbury Schweppes, Readers’ Digest and NYNEX. Before that, he was Vice President of Worldwide Advertising at Polaroid Corporation. He began his career with a 10-year tenure at Colgate-Palmolive in marketing management on both personal care and household products. Carl earned his B.A. degree in government and economics from Wesleyan University, and his M.B.A. degree from the University of Chicago. Carl is an Advisory Board Member of the Agricultural Sustainability Institute, University of California, Davis. He serves as a Trustee of the Adelphic Educational Fund at Alpha Delta Phi, Wesleyan University. He also serves as a member of the board of directors of Nautilus, Inc., leader in fitness equipment, and Avedro, Inc., a pioneer in vision correction technology.

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Brand Media Strategy: Integrated Communications Planning in the Digital Era (Ep 114)

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[podcast flashvars="titles: 'Antony Young',animation: 'no',initialvolume: '100'"]http://www.brandfasttrackers.com/podcasts/brand_fast_trackers_antony_young_2011.mp3[/podcast]

In this podcast, Antony discusses his recent book, Brand Media Strategy and how best to invest your media dollars in this more digital and social media landscape. He captures the most important questions on true communications planning. There are so many books/experts about digital and social media BUT this is the first one I’ve seen written from someone who is executing on the highest of levels, running a media communications strategy organization, supporting major brands and investing billions of dollars. This podcast cannot be missed!

Antony Young is based in New York and heads Optimedia International US Inc., a Publicis Groupe : VivaKi full service media agency that specializes in strategy. Antony has spent sixteen years at Publicis Groupe in a number of key executive management roles in Asia/Pacific, Europe and the US. Antony has been responsible for developing strategy and executing media campaigns for some of the most influential global brands which include Sony, Coca-Cola, T-Mobile, L’Oréal, McDonald’s, Procter & Gamble and Toyota. He recently authored “Brand Media Strategy” [Co-Published by Palgrave MacMillan and Advertising Age], the first book in the US to be published on communications planning. It shares his insights on developing media strategies in a Google and Facebook era. Some past career achievements include launching one of the first media agency networks in China, which became the #1 in that market in terms of billings. Prior to transferring to the U.S. he was CEO of their UK agency. In 2010, Antony was a winner of the 4A’s Transformer competition, presenting his industry transforming idea at the 4A’s media and leadership conference.

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Lessons for brand marketers on how to use Apple’s new IOS platform with the creator of the best selling app in history! (Ep 102)

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[podcast flashvars="titles: 'Bart Decrem',animation: 'no',initialvolume: '100'"]http://www.brandfasttrackers.com/podcasts/brand_fast_trackers_bart_decrem.mp3[/podcast]

In this episode, Bart Decrem, Founder and CEO of Tapulous, shares how brand marketers should utilize Apple’s new iAd network and IOS platform.  The iAd gives an exclusive interactive opportunity for marketers to harness the emotional power of the 30-sec spot.  You simply have to hear this podcast!

 Bart Decrem is founder and CEO of Tapulous, a Palo Alto-based startup building social apps for the iPhone, including the wildly successful rhythm game Tap Tap Revenge. Bart has been featured as one of Fast Company’s 100 Most Creative People in Business (May 2009), in Advertising Age’s “2010 Creativity 50” (March 2010) and Newsweek’s Silicon “Valley Future Superstars” (April 2010).  In May 2010, Fast Company featured him again, as a “Blast from the Past”.  Tap Tap Revenge, the Guitar Hero of the iPhone, launched in July of 2008. Twenty days later, the game nearly reached 1 million downloads. Tap Tap is now the most popular app on the iPhone and iPod Touch, with one study claiming that 1 in every 3 U.S. iPhone users has downloaded the game. Bart Decrem has launched two sequels and brought the success to record labels, which created artist-branded versions from the Black Eyed Peas and Justin Bieber. With over 15 million combined downloads, Decrem is turning his attention next to the iPad and Android.  Before founding Tapulous, Bart was the founding CEO of Flock, the social web browser company, and a co-founder of Eazel, a company working to make Linux easier to use. Bart also headed marketing and business affairs for the Firefox 1.0 launch. In between, Bart has been an Entrepreneur-In-Residence at Doll Capital Management and worked on a number of community projects, including founding Plugged In, one of the nation’s first digital divide programs. Bart speaks 8 languages and was born and raised in Belgium.

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