Ken Beaulieu

Articles by Ken All articles by Ken

• Making Purpose Work For Brands in MAD on 10/07/2020
  

  The purpose flag must be carried, held high, and continually waved by the CEO.

• Legal's Role In Driving Growth at Mondelez in Marketing Daily on 02/08/2018
  

  Mary Carragher, who will speak at the annual ANA's Law & Public Policy Conference, March 15-16 in Washington, D.C., shares more perspective on the two centers.

• Catching Up With Jeff Goodby in Marketing Daily on 05/02/2017
  

  "Films and images are made millions of times a day by people all over the world, all of which have changed our feelings about the craft. Are we better at these things than they are?"

• Interesting Turn For Dos Equis in Marketing Daily on 03/27/2017
  

  Andrew Katz, a featured speaker at the ANA Brand Activation Conference, April 19 - 21 in Chicago, talks more about the campaign, Dos Equis' sponsorship of the College Football Playoff, inspiring brand influencers, and the use of humor.

• Dell Makes Social A Priority in Marketing Daily on 03/13/2017
  

  A Q&A with Amy Heiss, social media and community director at Dell, who will speak at the ANA's upcoming Advertising Law & Public Policy Conference.

• Jack In The Box Springs Forward in Marketing Daily on 02/08/2017
  

  Frances Allen, who is speaking at the ANA Advertising Financial Management Conference in May, provides perspective on the evolution of the brand.

• Intel Inside And Out in Marketing Daily on 11/23/2016
  

  Intel CMO Steve Fund, who will speak at the 2017 ANA Brand Masters Conference, Feb. 15 - 17, shared his thoughts on the transformation of the Intel brand.

• Driving Deloitte's Growth Agenda in Marketing Daily on 03/17/2016
  

  Diana O'Brien, a featured speaker at the ANA's upcoming Advertising Financial Management Conference, provides insight on her role and how Deloitte is helping its clients become business-driven marketers.

• Ikea Feels At Home With Cross-Media Strategy in Marketing Daily on 02/12/2016
  

  Ikea's Alia Kemet, who will speak at the ANA's Masters of Media Conference, March 2 - 4 in Hollywood, Fla., shares her guiding principles in the social space, how she makes Ikea's video campaigns stand out, why media innovation is a game changer.

• ADT Is Secure In Its Marketing in Marketing Daily on 01/12/2016
  

  Jerri DeVard is a realist. When the senior vice president and CMO of ADT looks at the vast playing field that is monitored security and home automation, she knows she can't boost the visibility of the company's pioneering solutions simply by outspending her competitors.

Comments by Ken All comments by Ken

• Does A Brand's Purpose Really Impact Sales? by George Simpson (MediaDailyNews on 11/15/2018)
  

  You're missing the point. Brand purpose is not a one-off campaign for charity, social corporate responsibility, or philanthropy -- it's a brand's reason to exist beyond selling things. Purpose guides every strategic business decision, from customer experience and product development to hiring and employee engagement. In effecting change for the greater good, purpose-led brands improve their customers' lives, attract high-quality talent, produce better, more powerful creative, etc. And in doing so, they drive customer trust, goodwill, and, yes, growth. Consider: A study by Kantar Consulting found that purpose-led brands have seen their brand valuation increase by 175 percent over past 12 years, compared to a median growth rate of 86 percent. As BlackRock CEO Larry Fink said, “To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society."

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