The Road to “thrive”: A Cargill Case Study

I recently participated in an event hosted by the Association of National Advertisers in which I presented Cargill’s brand journey. I discussed the challenges and lessons learned while establishing a singular global brand expression – our first – for a 150-year old global company. Here are the slides from our discussion. Hillen ANA Deck V8 from Paul Hillen

What B2C Marketers Can Learn from B2B

If your B2C company is just thinking about your consumer, then you could be missing out. Here’s the fix: Audio: “One of the things that I think is important that a lot of B2C brands don’t really take into account is the B2B environment. Most B2C brands have some form of retailer, could be an online retailer,… Read More

The Key Question to Ask Naysayers

Your colleagues may have good reasons for why they don’t immediately support a new idea. Here’s a question to ask that will help sharpen the plan and bring your organization along. Audio: “I think one of the most critical things in any organization, when you’re trying to create a consistent global brand is that you must… Read More

The Super Bowl Ad for B2B Marketers

B2B companies don’t rely on flashy, expensive ad campaigns featuring pro athletes or adorable puppies. Here’s how to make sure your brand promise is broadcasting loud and clear. Audio: “I think a challenge that is important in both B2B and B2C but I think is more amplified in B2B, is that your organization needs to really understand… Read More

My Definition of a Winning Brand

Building a winning brand is the fuel for the fire in your business. “Branding 101” is usually about how important it is for your brand to be distinctive, but that’s not enough. I think you should take it a step further. Watch here for my explanation. Audio: “It’s critical to get to the so what, which the so… Read More

The “3am Shake Test”

Do your employees really understand your brand promise and their role in delivering on it? Audio: “One of the things that I think is critical in a B2B environment with winning the brand is that you have to have your organization deeply understand what your brand stands for. And what their role is in delivering… Read More

Great Brands Are Built From Within

Lessons from building a brand for a 150 year old global company. Cargill recently celebrated our 150th year of helping people and organizations thrive. It was a milestone for us in another way: we used this as an opportunity to establish a single brand promise and identity for the first time in company history. Much of… Read More