Integrated Marketing: Brands are built by how you show up every day (podcast episode #126)

How I Made it in Marketing

To me, every customer touchpoint is a thing of value.

And yet, some brands will pour millions of dollars into a Super Bowl ad while at the same time cutting customer service to the bone.

Yet, both ads and customer service are valuable customer touchpoints.

So I saw a kindred spirit when I read this lesson in a recent podcast guest application that came across my desk – “Brands are built by how you show up every day.”

To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Thea Hayden, Interim CMO at Cognizant [https://www.cognizant.com/us/en].

Cognizant reported $19.4 billion in revenue in 2023. Hayden manages a team of 350 across brand and digital marketing, global communications, events and sponsorships, field marketing, marketing operations, and technology marketing.

Hear the full episode using this embedded player or by clicking through to your preferred audio streaming service using the links below it.

Stories (with lessons) about what she made in marketing

• Communication can be hard…and it’s critical
• Always start with the end in mind
• Brands are built by how you show up every day
• The best cultures can be both positive and aggressive
• Enthusiasm and optimism can be contagious
• Pay attention to your say/do ratio

Discussed in this episode

Join us for Get Productive With AI [https://join.meclabsai.com/mec050-accelerated] on February 27th at 1 pm EST, taught by Flint McGlaughlin. There is no cost (from MarketingSherpa’s parent organization, MeclabsAI).

Corporate Communication and Marketing Innovation: The dangerous delusion of safety – playing it safe can hurt you more than you know (podcast episode #41) [https://marketingsherpa.com/article/interview/corporate]

Using the Science of Habit Formation in Customer-First Marketing (interview with Charles Duhigg) [https://sherpablog.marketingsherpa.com/marketing/charles-duhigg-interview-part-two/]

Marketing, Advertising and Brand Strategy and Culture: You don’t “build" community, you “facilitate” community (podcast episode #52) [https://marketingsherpa.com/article/interview/marketing-advertising]

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This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.

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