50 Marketing Thought-Leaders Over 50 You Should Know in the November 2014 issue of Brand Quarterly Magazine

1. ISSUE #13
Meet Brand Quarterly’s 50 Marketing Thought Leaders Over 50
Next Generation Brand Loyalty: Designing Digital Habits
Trademark Strategies For Social Media Campaigns
“Does This Brand Make My Butt Look Big?”
The Art And Science Of Brand Influence
...and much more inside.
WINTER IS COMING...
Don’t get left out in the cold.
Our experts show you how to win the ‘Game of Brands’.
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EXTRACTED
ARTICLE
more at
www.brandquarterly.com

2. 20 Building Your Business From The Brand Up
2014
We all know age has little to do with ability;
that you’re never too young OR too old, if
you’ve got talent.
In the Marketing world, as with many other
industries, there’s a focus on the up-and-
comers, a fascination with how successful
you can be at younger ages. While it’s
wonderful to celebrate success… we also
see a number of gaps that need to be filled
in the eco-system of recognition. The first of
these gaps is made up of highly experienced
Marketers – they’ve been doing it for a while
and have a ton of wisdom to share with the
business community!
We are of course, talking about our
Marketing Thought Leaders who are 50+.
Each of the Marketing Thought Leaders
highlighted over the following pages have
a wealth of experience and knowledge to
share; and have gained the respect of their
peers through their words, actions and
achievements, in print, online and in person.
Combining their well deserved recognition
with adding value for our readers, we asked
each finalist to share their insights on these
2 questions:
1. What’s the biggest change you see
occurring in the marketing industry over
the next 5 years?
2. What’s your top piece of advice for
management/marketing professionals
to make their social media presence as
engaging as possible?
One of each of their answers is published on
the following pages, with the full extended
coverage of this feature including both
answers by each of our 50 Marketing
Thought Leaders being published on
BrandQuarterly.com (live Mon 24 Nov).
You can also easily keep up-to-date with
everyone on this years list by following
our ‘50 Marketing Thought Leaders Over 50’
Twitter List HERE.
Thanks to each and every one of the 50
experts on this list, for taking the time to
share your insights. While a couple of you
mentioned nerves on unveiling your age
group - hold your head high, know that you’re
awesome and remember; if Brad Pitt was a
marketer he’d qualify for this list :)
So without further ado… it’s time to meet
Brand Quarterly’s 50 Marketing Thought
Leaders Over 50.
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3. Brand Quarterly 21
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4. 22 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014
Jeff Sheehan
President | Sheehan Marketing
On the next 5 years for marketing:
The marketing industry is becoming ever more complex. Due to the daily emergence
of new tools and ways of doing business there is no rest for the weary.
It will become impossible for any one individual to keep up with everything.
Only with a team of qualified professionals with expertise in limited disciplines
can a marketer expect to succeed.
David Meerman Scott
Marketing Strategist
On the next 5 years for marketing:
Gone are the days when you could plan out your marketing and public relations
programs well in advance and release them on your timetable. It’s a real-time world
now, and if you’re not engaged, then you’re on your way to marketplace irrelevance.
To be successful, marketers need to develop a real-time mindset.
Ted Rubin
Social Marketing Strategist, Acting CMO Brand Innovators, Keynote Speaker
On an engaging social media presence:
Engage, interact, and build relationships. BE Authentic, don’t just ACT it. This might
seem obvious… but authenticity is on the verge of becoming just another buzz word.
TRUE authenticity (not just using that word often in your tweets and posts) will set
your brand (product or personal) apart in today’s highly competitive market.
Don Peppers
Founding Partner | Peppers & Rogers Group
On the next 5 years for marketing:
Over the next five years I would expect the line to blur between marketing, sales, and
service even further, as customers take full charge of seeking information, comparing
experiences, and even helping each other with service questions.
Marsha Collier
Author / CEO | The Collier Company, Inc
On an engaging social media presence:
Please stop broadcasting and non-stop self-referential posts. Take time to join in
conversations and thank your community for supporting you. If their posts fall in
line with your brand, why not share them? When selecting Brand Ambassadors, be
sure they reflect the brand culture, numbers mean nothing if they are not relevent.
Combine your data with human intuition.
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5. Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014 23
Mark Schaefer
Executive Director | Schaefer Marketing Solutions
On an engaging social media presence:
Have the courage to be human. Show yourself. People buy from those they know
and trust, not an ad or a jingle.
Cheryl Burgess
Chief Executive And Chief Marketing Officer | Blue Focus Marketing
On an engaging social media presence:
Today, every professional needs to tweet. Period. If an executive or manager cannot
publish a valuable 140-character tweet about the brand they work for, then they
shouldn’t be in their job. Focus on building a community. Extend your reach. Grow
your audience, and share your thoughts and ideas. Twitter is a win/win.
Steve Farnsworth
CMO | The @Steveology Group
On the next 5 years for marketing:
Over the last 5 years we have seen many marketers, who grew-up in traditional
marketing practices, become irrelevant because they failed to learn and become
digitally savvy. Over the next 5 years a thinning of the herd will happen again to
marketers who fail to welcome and embrace marketing analytics.
Alan See
Chief Marketing Officer | CMO Temps, LLC
On an engaging social media presence:
Focus on the 3 Big C’s. Character: Proactively search for interesting business
characters and connect to them first. Make sure you maintain a level of personal
brand consistency that helps your audience quickly understand what they’re getting.
Cadence: Create a consistent flow of relevant thought-leadership material; without
making it feel over- the-top or spammy. Callout: Look for opportunities to mention or
retweet your connections in order to help them build their social capital.
Jill Konrath
CEO | Jill Konrath, Inc.
On the next 5 years for marketing:
Marketers being held accountable for revenue goals. When marketing and sales are
tied together by similar goals, everything changes -- for the better! (Note: I’m from
the sales side of the house!)
Extracted Article. More at www.brandquarterly.com

6. Gary Schirr
Associate Professor | Radford University
On the next 5 years for marketing:
Staying relevant and communicating effectively over a series of platforms will be a
major challenge for most of the next decade. Can an organization engage people
effectively and create useful content that works in very different platforms and
communites? Can the organization maintain a consistent message while effectively
engaging those communities?
Mark Burgess
President | Blue Focus Marketing
On the next 5 years for marketing:
The biggest change is the continuing shift from outbound to inbound marketing. The
impact is gathering momentum as marketers find lack of trust and authenticity in
traditional marketing programs. This lack of trust is a significant barrier to success.
Look for more brands to be focused on the creation of social employees as the new
marketing channel.
Janet Fouts
CEO | Tatu Digital Media
On an engaging social media presence:
Think about who you are talking to and be mindful of what they want instead of
pushing your message on them. (Don’t put words in their mouths. Listen.)
Gina Carr
Chief Tribe Building Officer | Gina Carr International
On the next 5 years for marketing:
I think the biggest change will be how to get the attention of their customers in a
world where people are constantly bombarded with too much information. Choosing
the right channels, engagement strategies, and offers will be critical for success.
Terry Brock
Supreme Commander | Achievement Systems, Inc.
On an engaging social media presence:
Listen first. Find the pain others are going through and then provide solid answers
in video, text and audio formats. Focus on helping others rather than “blasting” your
message out. We don’t need your blasting. We need caring!
24 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014
Extracted Article. More at www.brandquarterly.com

7. Trevor Young
Founder & Principal Consultant | Authority Partners
On an engaging social media presence:
Ensure your social media feeds are as ‘human’ as possible - put faces and names to
the people behind the Twitter account or Facebook page; take followers ‘behind the
velvet rope’ of your organisation with photos of staff/partners, shine the spotlight on
your customers, tell stories, interact with your audience, retweet often, follow other
people’s accounts - get involved!
Paul Greenberg
Managing Principal | The 56 Group, LLC
On an engaging social media presence:
PTI - personalized targeted interactions - know who you are communicating with, to
the extent you are able. Interact with the individuals that you are trying to reach. Not
in a tedious way - it can be that - but by identifying those things that resonate with a
larger group - personally, not only demographically. The data exists.
Ardath Albee
CEO & B2B Marketing Strategist | Marketing Interactions, Inc.
On the next 5 years for marketing:
Getting marketers the training and education they need to deal with the continuous
change and evolution of marketing. According to research, 82% of marketers receive
no traininng, yet marketing has changed more in the past few years than in the last
50. I don’t see that stopping, so ongoing training and education must become an
investment in a company asset - marketers.
Kent Huffman
Global Vice President of Marketing | Servergy
On an engaging social media presence:
I would suggest that marketers concentrate on listening, developing relationships,
providing useful information, establishing trust, building communities, and helping
others succeed.
Adrian C Ott
Chief Executive Officer | Exponentialedge Inc.
On the next 5 years for marketing:
Every business will become a software business. Winners will offer new products
that augment their core business based on tech. Traditional companies like P&G and
GE are already making this transition. Harnessing the deluge of data spawning from
IoT and wearables (like the Apple Watch) will enable predictive customer insight and
new app opportunities to serve customers.
Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014 25
Extracted Article. More at www.brandquarterly.com

8. Drew Neisser
CEO | Renegade
On the next 5 years for marketing:
The promise of 1:1 marketing will finally be realized on multiple levels. From
Addressable TV to retailers use of beacons, marketing will become more relevant,
more timely and more effective than ever before.
Tony Zambito
Founder Of Buyer Persona | Tony Zambito
On the next 5 years for marketing:
I believe the overwhelming deluge of content currently, will spark significant changes.
Marketing will eventually have to leave the orientation towards “mass” marketing
behind and develop new ways to connect with consumers and business buyers on
a more personal as well as human level. This includes an emphasis on humanizing
branding and brand meaning.
Kirby Wadsworth
Chief Marketing Officer | Limelight Networks
On an engaging social media presence:
In our new book, Recommend This! Deliverying Digital Experiences that People Want
to Share (Wiley), we outlined nine characteristics that drive social media success.
The same characteristics also drive success in building face to face relationships.
Out of all nine, I believe authenticy is the most important. Turns out we can smell a
phony a mile away, online or in person.
Brian Kardon
Chief Marketing Officer | Lattice Engines
On the next 5 years for marketing:
Powerful, real-time analytics are no longer a nice-to-have for marketers. We are
seeing rapid acceptance of marketing analytics - with marketing technologists
joining marketing teams, greater use of both internal and external data, and software
to build models and push analytics into marketing workflows. Not all marketing
teams are prepared for this.
Eric Fletcher
Chief Marketing & Business Development Officer | Liskow & Lewis
On an engaging social media presence:
Worry less about what your message should be and more about listening to relevant
audiences; this will inform your message beyond measure. Value is not in followers,
fans, page views or likes, but in the conversations in which you engage. Social is
the backyard fence, the town square, the water cooler for the communities you care
about. Resist evangelizing. Deliver value. Build bridges. Effective social is a long-
term investment in relationships.
26 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014
Extracted Article. More at www.brandquarterly.com

9. Loren McDonald
VP Industry Relations | Silverpop, An IBM Company
On an engaging social media presence:
Social media success has always been about the conversation, about dialog. There
will always be a role for pushing out content in social media channels, but executives
need to embrace the idea that social media is really about listening and responding;
and creating, enabling or being a catalyst for compelling conversations. Consumers
want to talk with and about your brand, and in positive terms, if you solve problems
and use a human and authentic voice.
Jeff Ogden
President | Find New Customers
On an engaging social media presence:
Keep adapting to the fast changing world. Build your presence on all social media
sites, including Twitter, LinkedIn, Facebook and YouTube. As my friend Jay Baer
once said “Content is fire. Social media is gasoline: so be everywhere and create your
very own bonfire.” You can do it.
Larry Weber
Chairman & Chief Executive Officer | Racepoint Global
On the next 5 years for marketing:
The biggest change occuring in the marketing industry over the next five years
is integrating software as a service into marketing. All types of organizations,
regardless of size, segment or category are purchasing marketing automation
technology to help their companies accompany their prospects through the sales
cycle as well as nurture leads with personalized content.
Eric Weaver
Chief Social Officer, G-14 Region | IPG Mediabrands
On an engaging social media presence:
Whether for your company’s presence or for your own, you need to dedicate time,
energy and creativity in order to inspire customers or fans to interact with you.
Decide what your business objectives are and from those objectives, determine the
best use of your time. Is it video? Creative content? Thought pieces? Or stirring the
pot in a forum?
Laura Patterson
President | Visionedge Marketing
On the next 5 years for marketing:
More channels, competition, and distinct segments to manage, shorter product
lifecycles, greater price transparency, and higher customer experience expectations,
converge to create an exponential increase in marketing data. Which requires
increased investment in technology and marketing operations to glean business
insights and drive long-term growth.
Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014 27
Extracted Article. More at www.brandquarterly.com

10. Jay Deragon
Digital Strategist
On the next 5 years for marketing:
Marketing as a silo department will be dead. Marketing teams will be made up of
cognitive psychologists, mathematicians, data scientists, sociologists, and software
developers. This will create the biggest change in terms of talent demands in the
marketplace. Intimate knowledge of buyer preferences and the ability to fulfill those
preferences, will be the winning strategy.
Barbara Fowler
Partner And CMO | Chief Outsiders
On the next 5 years for marketing:
The biggest change I see in the marketing industry in the next five years is
outsourcing. With all of the new marketing technologies coming out, different
expertise is needed. Knowing when to rely on outside experts and when to bring
knowledge in-house is key. Keeping up with the changes without becoming
overwhelmed and trying every new idea will become even more important.
Lynne Jarman-Johnson
Chief Marketing Officer | Consumers Credit Union
On an engaging social media presence:
Be Yourself. Don’t pretend to be anything you are not. Let your voice shine in your
work when you post and plan. And Always, Always, Always #SimplyBeKind
Kieran Hannon
Chief Marketing Officer | Belkin International
On the next 5 years for marketing:
A return to story telling across all touchpoints as part of the brand conversation.
Brands need to have “DNA” elastic enough to traverse the various avenues Fans will
engage through. That means the classic marketing Funnel is dead as Fans will enter
and depart in non-conforming behaviors. For instance, “unboxing” bloggers might
be the first brand connection.
Joel Book
Principal, Marketing Insights | Salesforce Marketing Cloud
On an engaging social media presence:
Social media represents the beginning of the conversation with the customer – an
opportunity to listen to the customer’s needs and respond with content that is helpful
and aids the decision-making process. The currency of brand advocacy is TRUST
and brands that use tools like Social Studio to listen and respond to the customer’s
needs will earn their trust and confidence. When managed properly, social media
represents a powerful channel for attracting, engaging and serving customers.
28 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014
Extracted Article. More at www.brandquarterly.com

11. Jay Brokamp
CEO | Docustar, Inc.
On an engaging social media presence:
It’s a matter of staying at it and finding your social media voice. I think the most
important thing is getting started, being diligent and sharing ideas and topics you are
passionate about.
Christine Moorman
Director | The CMO Survey, Sr. Professor | Duke University, Fuqua School Of Business
On an engaging social media presence:
Invent your own ways to reach your most valued customer. Don’t follow the
competition and don’t try to be everything to all customers. Create value from
engaging with these customers and then ensure you are capturing value for
your company by harvesting the benefits of a strong brand and strong customer
relationships to grow your company over the long-run.
Vince Ferraro
Executive Vice President & Chief Marketing Officer | Attenditus Digital Networks
On the next 5 years for marketing:
The world is becoming mobile-centric. Mobile payments, digital currencies, beacon
technologies, etc. will have huge implications of how we will shop and pay for goods
in the future. In addition, there are real opporunities for companies to deliver new and
better customer experiences that include highly targeted content and offers tied to
location and shopping habits.
Michael Libbie
Owner/Host | Insight Advertising, Marketing & Communications
On an engaging social media presence:
Focus on the consumer. We find it amazing that so many businesses and marketing
professionals view social media as a “broadcasting tool” when it should be an
engagement tool. Also, keeping customers is less costly than creating new ones…
Heidi Lorenzen
CMO | Cloudwords
On the next 5 years for marketing:
The development of a truly global mindset supported by targeted local execution.
Marketers are being inundated, with demands for more personalized communications,
by fragmented audiences, in more markets. Managing this complexity across different
stages of the buyer’s journey, in different languages, with skyrocketing amounts of
content across numerous channels will be one of marketing’s top challenges to solve.
Maximizing global opportunities and engagement will move up the priority list.
Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014 29
Extracted Article. More at www.brandquarterly.com

12. Bill McCloskey
Founder | Only Influencers, LLC
On the next 5 years for marketing:
In my field, email marketing, we are undergoing a consolidation sea change.
The longstanding brand in the ESP space, ExactTarget, has been absorbed into
Salesforce and other mergers are being announced. This trend will most likely
accelerate in the next five years.
Patrick Hanlon
Founder, Chief Executive Officer | Thinktopia®
On the next 5 years for marketing:
A decade ago, I wrote “our only constant today is change.” This is still true, and it
has accelerated. The middle man has been wiped out: disintermediated by new
words, new values, new vision. Every category of our life is effected: home, family,
education, economics, race, values, energy, war, medicine, food, transportation. But
with great change comes great opportunity.
Saul J. Berman
Partner, VP & Chief Strategist | IBM Global Business Services
On an engaging social media presence:
Invest the time to engage and explore the latest social media platforms, as the cycles
of platform innovation will continue to accelerate.
Linda Ireland
Partner | Aveus
On the next 5 years for marketing:
The biggest challenge marketing leaders will face is to help their organizations agree
upon and implement a customer experience that makes money. The industry must
get better at big data to anticipate unmet needs. It must change to help marketing
leaders use technology to redesign the product, process and emotional moments
that have a disproportionate impact on customer success - and support and
celebrate those who build on the values mutually shared by customers and company.
Shaun Smith
Founder And Author | Smith+Co
On an engaging social media presence:
Be clear about your brand purpose and tell the story to your customers in a
compelling way, that motivates them to participate and add richness to the story. For
example, Burberry’s Art of the Trench. Stop being driven by the meaningless quest for
more ‘Likes’ and start creating true meaning for customers.
30 Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014
Extracted Article. More at www.brandquarterly.com

13. David Newberry
Founder | Market-In360
On an engaging social media presence:
The content needs to be helpful, to serve a purpose. It needs to solve an issue,
impart knowledge, provide a new perspective or even lighten the day, but it needs
to have value. In addition if you are sharing content from others, always try and
add your perspective, why it is worth sharing / why it is of interest as social content
should always be personal.
Brad Shorr
Director Of B2B Marketing | Straight North
On an engaging social media presence:
What’s worked best for me is trying to be responsive and helpful at all times. I only
share content that is really, really good. I try to answer questions and thank people
for mentions quickly and genuinely. These things are pretty basic, but are at the
heart of any good business relationship.
Jeffrey Peel
Managing Director | Quadriga Consulting Ltd
On the next 5 years for marketing:
The continued move towards digital marketing. We may not like it but it’s inevitable
and it’s good. And marketing strategy will be impossible without deep knowledge
of digital.
Barnaby Wynter
Owner | The Brand Bucket Company Ltd
On an engaging social media presence:
Define your Value Proposition clearly and then use social media channels to express
this insightfully and appeal to your ideal prospects.
Gary Katz
Chairman | Marketing Operations Partners & Marketing Future Forum
On the next 5 years for marketing:
Our focus will shift from marketing optimization to marketing innovation.
Most of our resources today are dedicated to feeding the machine - content,
campaigns, leads, pipeline. As we move toward 2020, our strategic vision will
motivate us to put greater energy and commitment into building the marketing
organization of tomorrow.
Brand Quarterly’s 50 Marketing Thought Leaders Over 50 - 2014 31
Extracted Article. More at www.brandquarterly.com

14. Building Your Business From The Brand Up
Employee Advocacy Gives
CEOs A Second Chance To
Do Social Right
Neal Schaffer
12
Brand Influence Is More
Than Good Communication
Art Markman, PhD
4
Featured This Issue:
Social Code:
The Brand As A Village
Patrick Hanlon
16
“Does This Brand Make
My Butt Look Big?”
Andrew Vesey
34
Mobile Marketing:
Stay Ahead Instead Of
Keeping Up
Brett Relander
48
Supercharging Your Sales
With Body Language
Vanessa Van Edwards
8
Next Generation
Brand Loyalty:
Designing Digital Habits
Adrian C. Ott
38
Trademark Strategies For
Social Media Campaigns
Michelle Ward
52
Avoid The Commodity Trap:
Raise Your Price!
Jeff Shore
44
How Top Female Global
Leaders Brand Themselves
For Success
Catherine Kaputa
56
We Unveil Brand Quarterly’s
’50 Marketing Thought Leaders Over 50’
Find out who made this year’s list
22
2014
Extracted Article. More at www.brandquarterly.com

15. Brand Quarterly
The Psychology Of Pricing
And Your Brand
Graham Jones
64
From The Editor
Winter is coming… but first comes Brand Quarterly’s lucky issue #13 :)
That’s right - three years have flown by! And thanks to the support from you our fantastic readers,
we’re heading from strength to strength, launching into our fourth year, with this issue packed full of
insights from 60 brilliant business and marketing minds.
As one of our loyal readers, if you haven’t checked out the new BrandQuarterly.com yet, I’m confident
you’ll love it! For just on 4 months now, in addition to the magazine, we’ve also been sharing new web-
only content from our expert contributors there every week.
Along with the lineup of world class contributors in this issue, we’re also proud to be sharing with you
Brand Quarterly’s ‘50 Marketing Thought Leaders Over 50’ list. It’s been a joy to connect with so many
wonderful people whilst compiling this year’s list, and I’m grateful to each of them for sharing their
gems of wisdom with us all. As a little teaser... get ready to be enjoying more great lists like this one
and awards in the future.
Speaking of the future… no, I can’t possibly let any other secrets slip - let’s just say 2015 is going to be
a big year. If you’re interested in joining us on this journey as a contributor,
please take the time to read our Editorial Guidelines and Submission
Process information on the website.
Thanks again to everyone involved in making lucky #13 such a great
resource for our readers - couldn’t pull this together without you.
As always if you’re enjoying what you’re reading here, share, share, share :)
Best,
Fiona
Brand Quarterly magazine
ISSUE #13 - Released NOV 2014
www.brandquarterly.com
Publisher/Design: Vesey Creative Ltd
brandquarterly@veseycreative.com
As the publishers of Brand Quarterly, we take
every care in the production of each issue. We
are however, not liable for any editorial error,
omission, mistake or typographical error.
The views expressed are those of the
contributors and not necessarily those of their
respecitve companies or the publisher.
Copyright: This magazine and the content
published within are subject to copyright
held by the publisher, with individual articles
remaining copyright to the named contributor.
Express written permission of the publisher and
contributor must be acquired for reproduction.
Create More Profitable
Promotions For
A Stronger Brand
Dick O’Brien
60
Use This Simple Button To
Come Back Here Anytime
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Extracted Article. More at www.brandquarterly.com