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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: The Cause.it Philosophy for Social Marketing

Brought to you by IBM. The founders of Cause.it, an app connecting businesses with good causes for mutual benefit, talk about how they launched.


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

Science says, when two things collide, at least one of them will not remain the same. In the case of Cause.it founding partners Gagan Dhillon and Andrew Blejde, the energy of such collisions not only changed their futures, but may have even more far reaching impact in communities everywhere. Friends since high school, Dhillon approached Blejde about launching a mobile app that would pair businesses, causes and volunteers in a mutually beneficial way. By linking charities with local companies, business owners can help their community while also helping reach potential customers. (Watch their video here to see how it works).

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