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"The beauty of big data is it gives us a lot more insights to be more relevant, more segmented and more targeted. And we can treat more customers in the way they should be treated versus just guessing."
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"The media landscape has been in constant movement over the past few years, which has given us the opportunity to act differently as a challenger. There is the potential to be quicker and smarter, which makes the decision making process faster. Events are happening, and companies must be ready to jump on the train and make something out of it"
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"The smaller companies are trying to look at a space that’s already crowded and struggling to figure out how to optimize the patent filing process and to determine where to invest in innovation. The larger companies have different challenges around monetizing their portfolio and dealing with litigation"
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‘In every one of those calls our analysts have been asked lots and lots of questions about the business and zero questions about what we’re doing from a social responsibility standpoint, until a couple of calls ago when suddenly we noticed that they were starting to get interested in what we were doing from an environmental prospective. The Motley Fool actually wrote an article called ‘Recommending Timberland as a Buy’ about six months ago and they quoted that our commitment to sustainability is one of the reasons they thought we would outperform in the long term.’
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‘We surveyed 165 marketers last year in various roles, CMOs, marketing, operations, digital interactive marketers, marketing communications folks and one thing that was clear is that regardless of your role in your organization, people were struggling to keep pace with how quickly the market was changing’
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‘Why is it that all of a sudden loyalty programs are attracting the attention of major serious players in and outside of the conventional marketing space? Frankly, because of the demonstrated ability to generate significant margins, significant financial multiples and make significant money in the business of loyalty programs.’
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‘I think if you have a really good CIO or if you bring on some technically savvy folks on your team that can help you sort of navigate through that. Because again, at the end of the day the CMO has to set the vision for wherever we want to go, we may not necessarily know how to drive the boat, but we know where we want to go, we can bring up people with this team and then collaborate across the organization to get there.’
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‘We didn’t want to put someone out there that would have guys go, ‘I can’t be him. You know I don’t like him because he’s too fabulous and he has all the women and I could never be like him because I don’t make the money or I don’t have the experiences.’ So we made it someone older where the consumers now look at him and say, ‘Boy, if I do things right, maybe I could have a piece of that.’ So we got the consumers in because they said, ‘Okay, I like what he’s doing and maybe I could be lucky to do a little bit of that.’
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“There is a revolution going on in marketing, and I would maintain that marketing is at an inflection point in business, as a function to either be relevant or irrelevant. I say that because the landscape is changing and the economy that we saw over the past couple of years magnified this change.”
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