GVGL Marketing Management

The evolving role of CMOs goes beyond marketing campaigns and customer engagement. They must now take an active role in shaping the company’s culture, working closely with HR and operations to ensure that the company’s values are reflected in every aspect of the business—from hiring practices to employee development to day-to-day operations. CMOs can lead this cultural transformation by: 1. Championing the Brand’s Purpose: CMOs are the stewards of the brand’s purpose. A survey by LinkedIn found that 71% of professionals would be willing to take a pay cut to work for a company that shares their values and culture . By ensuring that this purpose is clear, compelling, and aligned with the company’s culture, CMOs can help create a sense of shared mission among employees. 2. Communicating Core Values: Culture is built on values, and CMOs are experts in communicating those values both internally and externally. By consistently reinforcing the company’s core values through storytelling, internal communications, and employee engagement initiatives, CMOs can help embed these values into the fabric of the organization. 3. CMOs as Driving Corporate Strategy: CMOs are now asked to design strategy workshops, leadership games, and experiences that not only build leadership bonds but also inject the company’s brand values into every interaction. By using these platforms, CMOs can drive alignment among leadership teams, ensuring that the strategic direction is both inspiring and reflective of the company’s core mission. This alignment is essential for keeping A-players engaged and motivated, as they want to be part of a company that is purpose-driven and strategically sound. When CMOs embrace their role as culture builders, the impact on the brand can be profound. A strong culture not only attracts top talent but also boosts employee engagement, productivity, and loyalty. According to research by Gallup, companies with highly engaged employees outperform their competitors by 147% in earnings per share. This leads to better business outcomes, from increased innovation to improved customer satisfaction.

Building Brand Culture: The Evolving Role of CMOs in Shaping Corporate Strategy & Success As the talent landscape shifts and A-players—high performers with rising expectations—demand more from their careers, companies need to recognize that their greatest strength lies not just in what they sell, but in the people who drive their success. No longer content with just a paycheck, A-players are seeking growth, flexibility, trust, and the ability to pursue their passions alongside their careers. Companies that fail to adapt risk being left behind, stuck with B-players and C-players in an increasingly competitive market. This shift is reshaping the role of Chief Marketing Officers (CMOs). Traditionally seen as the custodians of a company’s brand, responsible for crafting the external image that attracts customers, CMOs are now being called upon to build the internal culture that attracts and retains top talent. They are no longer just brand builders; they are culture builders. And the impact they can have on a company is enormous—if they execute this responsibility well. The Power of Culture in Building a Brand Brand culture has become a strategic imperative. According to research by Deloitte, 88% of employees and 94% of executives believe a distinct workplace culture is important to business success . Companies with strong cultures aligned with their brand values are more likely to attract top talent, foster innovation, and create loyal customers. CMOs are uniquely positioned to drive this alignment, leveraging their deep understanding of the brand’s mission, vision, and values to cultivate a thriving workplace culture. An anecdote that underscores this shift is Airbnb’s decision to prioritize culture-building as a business strategy. Brian Chesky, Airbnb's CEO, once famously remarked, "Culture is simply a shared way of doing something with a passion." He went on to say that for Airbnb, culture became the foundation for scaling the business. By embedding the company’s core values into every aspect of the employee experience, Airbnb was able to create an environment that attracted A-players and aligned them with the company’s mission. Netflix is another powerful example of the importance of brand culture. In No Rules Rules: Netflix and the Culture of Reinvention, co-authored by Erin Meyer and Netflix CEO Reed Hastings, Netflix's culture is described as one built on the principles of freedom and responsibility. As Hastings explains, "Our version of the great workplace is not comprised of sushi lunches, great gyms, fancy offices. Our version of the great workplace is a dream team in pursuit of ambitious common goals." This culture of high performance and autonomy has been critical to Netflix’s rapid growth and success. Read further here: https://lnkd.in/e7ehthgW

What is your #sustainability strategy? How can your organization become #brand #ambassador for sustainability and #conscious #consumers’ #choice, knowing you’re #giving #back to #society as a #love brand.

Thank you Sevgi Gur, the CMO of Property Finder, for providing us the opportunity to be part of your #CMO #Growth #agenda and work together in your annual flagship summit, #PFConnect, leading platform to pioneer the real estate industry with your thought #leadership, #visionary #executives and key stakeholders setting the #trends. We are grateful to be part of your journey to contribute on the #brandstrategy, #storytelling and #inspirationalcontent and appreciate the feedback received ☀ #BringingBrandPromisestoLife

Need #summerinspiration while you have holidays and want to recharge? Tune into our #GVGLBrandTalks Podcast series on #BrandPromise #Storytelling, #LeadershipCulture #EmployeeBranding #DEIAdvocacy to ignite #purpose and #creativity in what you do. Thanks to our speakers once again: Maria Gedeon, Sophie Devonshire⚡️, Anja Petrovski, Özden Yiğit and Patrick van der Loo. YouTube: https://lnkd.in/dcFCV7nS Apple Podcasts:https://lnkd.in/d_WAw5Xd Spotify: https://lnkd.in/dXA6KC_G

GVGL Marketing Management X Property Finder Glimpse of the work successfully executed for our client, who delivered an amazing thought leadership annual flagship event: PF Connect 2024, led by visionary CMO, Sevgi Gur and her brilliant team lead, Ivan Gregorc. Legendary, world record breaker, polar explorer, Ben Saunders shared his exceptional story to motivate the audience with his unique experience and inspired us all. #brandstrategy, #CMOvision, #growth, #marketingstrategy, #businesstrategy, #eventstrategy, #eventexperience #content, #inspiration, #goodvibes

Happy Friday and #goodvibes from our clients, community and network on #GVGL, thank you Sophie Devonshire⚡️, the #CEO of The Marketing Society on your positive thoughts and your encouragement. #marketing #consulting #brand #management #CEOstrategy #CMOagenda #CHRO #employeebrand #brandambassador #strategy #culturebuilding #enablingAI #contentstrategy Ebru Tuygun

Wishing you all blessed, peaceful and happy Eid Al Adha 🌙

We are looking forward to coming together with our community, and clients at the Cannes Lions International Festival of Creativity 2024 next week. Looking forward to insightful sessions and inspiration shared live by GVGL Managing Director, Ebru Tuygun. #CannesLions2024 #CMOAgenda #BrandTalks #MarketingInsights