Creating a Compelling Executive Brand

CareerCast - Life-long Career Development

Tom Doctoroff Do you have a strong brand? Does it transcend any one platform – be it Twitter, LinkedIn, or Facebook? Tom Doctoroff, CEO of JWT Asia Pacific, and author of Twitter is Not a Strategy, believes that your brand should be clear, consistent, and focused – and absolutely global. In this CareerCast, Tom shares how his experiences, insights, and wisdom with Asia’s greatest marketing successes, from Nike’s launch in China to Ford’s rise to produce more than one million vehicles per year in China, can help you solidify your career positioning, advancement, and success.

Aired December 19, 2014

Tom Doctoroff is CEO of JWT Asia Pacific (the region’s largest advertising agency), and one of Asia’s leading experts in brand marketing and cross-border brand management. He is author of the new book Twitter Is Not a Strategy: Rediscovering the Art of Brand Marketing (Nov. 11, Palgrave Macmillan; www.twitterisnotastrategy.com) and two previous books: Billions and What Chinese Want.

Tom has partnered with dozens of blue chip corporations to pioneer solutions that build businesses, and has developed long-term relationships with several multinational clients that include Unilever, Ford, HSBC, Mattel and Microsoft as well as leading Asian enterprises that include Lenovo, COFCO (China’s largest food conglomerate) and the Singapore Tourism Board. He has been intimately involved with some of Asia’s greatest marketing successes including: the launch of Nike’s in China; Ford’s rise in from also-ran in mainland China to yearly producer of more than one million vehicles and Unicharm’s elevation to Asia’s leading feminine hygiene brand.

A passionate advocate of the enduring relevance of fundamental brand building principles, Tom’s expertise is rooted in timeless marketing truth. In Twitter Is Not a Strategy, he outlines how traditional and digital communications can be unified to achieve harmony: between the clarity of top-down positioning and the dynamism of bottom-up consumer engagement; between long-term brand equity and short-term tactical messaging; and between emotional relevance and results driven by data-driven technology.

Over the past decade, Tom has introduced his proprietary brand building methodology to dozens of corporations. “Freedom in a Framework” is a series of four interconnected modules that structure how healthy brands build relationships, not transactions. They cover:

Consumer Insights: Insights are the fundamental motivations of people that explain behavior and preference. They answer the question, “Why?”

The Brand Idea. In the engagement era, the brand idea must be defined, meticulously, as the long-term relationship between consumer and brand that remains consistent over time, yet remains flexible enough to evolve as competitive, demographic and technological circumstances shift.

Engagement Ideas. To ensure media neutrality, creative ideas must be defined as ideas that invite participation. Engagement ideas can be short-term, long-term, thematic or tactical, but they must be expressions of the brand idea.

Engagement Planning. When engagement ideas are defined as participation platforms, the opportunity to “marry” ideas and media becomes richer as ideas are woven through the fabric of consumers’ lives.

For more details, visit www.tomdoctoroff.com.

Twitter is Not a Strategy: Rediscovering the Art of Brand Marketingnby Tom Doctoroff (2014)

Be the Best at What Matters Most: The Only Strategy You’ll Ever Need by Joe Calloway (2013)

One Big Thing by Phil Cooke (2012)

Platform: Get Noticed in a Noisy World by Michael S. Hyatt (2012)

Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are by David McNally and Karl D. Speak (2011)

You Are a Brand!: How Smart People Brand Themselves for Business Success by Catherine Kaputa (2010)

Managing Brand You: 7 Steps to Creating Your Most Successful Selfby Jerry S. Wilson and Ira Blumenthal (2008)

Me 2.0: 4 Steps to Building Your Future by Dan Schawbel (2010)

Career Distinction: Stand Out by Building Your Brand by William Arruda and Kristen Dixson (2007)

Brag!: The Art of Tooting Your Own Horn without Blowing It by Peggy Klaus (2004)

Career Warfare: 10 Rules for Building a Successful Personal Brand and Fighting to Keep It by David F. D’Alessandro and Michele Owens (2004)

CareerCast

Read an excerpt of Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing by Tom Doctoroff

Read the Excerpt