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On the Market Watch: Gap's Marketing Strategies for Accessible Style

Brought to you by IBM. The CMO of one of the world's most familiar clothing retailers paves the future of the brand by looking at the company's past.


In the On the Market Watch four-part series, we interview industry leaders about how technology and business are evolving the way companies use marketing and social media. This post is brought to you by our partner, IBM.

We were recently caught by surprise by a statement from Seth Farbman, global Chief Marketing Officer for Gap, one of the world’s most recognizable apparel companies. Describing his first 15 months with the company, Farbman said, “My focus has been to look back in order to look forward.” GOOD couldn’t wait to hear what other wisdom the former Worldwide Managing Director of Ogilvy & Mather and President of OgilvyEarth might have to impart. Here, we talk with Farbman about the changing role of marketing, the benefits of tradition, and the importance of the individual.

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On the Market Watch: Zipcar's Fast Lane to Smart Marketing

Brought to you by IBM. Zipcar CMO Rob Weisberg on how the company uses marketing towards its goal of making car-sharing more popular than car owning.


In the On the Market Watch four-part series, we interview industry leaders about how technology and business are evolving the way companies use marketing and social media. This post is brought to you by our partner, IBM.

As the world’s leading car-sharing network, Zipcar’s goal is to launch a “future where car-sharing members outnumber car owners in major cities.” Amongst the company’s “ambassadors of change” leading the charge is Rob Weisberg. In his two and a half years as CMO, Weisberg has doubled Zipcar’s membership base to more than 700,000 in major markets in the US, Canada and Europe, as well as more than 250 college campuses. Before joining Zipcar, Weisberg worked at agencies including Grey and Ogilvy, and served as VP, Multimedia Marketing at Domino’s Pizza. Weisberg talked with GOOD about the changing nature of business marketing and how Zipcar is expanding its audience through targeted messaging.

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On the Market Watch: Knewton's Educated Approach to Marketing

Brought to you by IBM. The COO of an online education site talks about how marketing crosses into his domain as his users and services grow.


In this four-part series, we interview industry leaders about how technology and business are evolving the way companies use marketing and social media. This post is brought to you by our partner, IBM.

Knewton is an educational platform dedicated to a more innovative approach to online learning. On a mission to share knowledge on an international level, Knewton's unique Adaptive Learning Platform tailors lessons to each individual learner. To hear more about how Knewton markets its business model and connects with its global audience, we caught up with CEO David Liu. After earning an MBA from Columbia Business School, Liu served as a Senior Vice President at AOL. And did we mention he’s been awarded a patent for web-based content personalization, too? Liu shares with GOOD how aspects of marketing often cross into his domain as Knewton continues to grow and expand.

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