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.