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A Brand Is an Experience with Russell Klein, CEO of the American Marketing Association

By Jeremy Weisz posted 08-11-2021 05:18 PM


Is it possible to create a seamless omnichannel brand presence? What are the best strategies for building a brand and ushering in the next era of digital marketing?

According to Russell Klein, there can be harmony between physical and digital channels — and this unity can produce the perfect orchestration for a brand and--more than that--a customer experience. Great brands do not emerge overnight; Russ Klein’s experience has taught him that building a brand takes a tremendous amount of time, energy, and intention. What’s more, a brand is more than a logo, more than marketing  — more, even, than positioning: a brand is an environment meant to immerse the customer in a unique experience. When done well, this complex — but essential — process of brand building starts with trust and results in brand loyalty and explosive growth. Klein talks about this and more as he joins Thomas A. Stewart on The Leading Edge — a place where new ideas emerge and are sharpened, and where leaders look to find the edge that brings success for themselves, their teams, and their enterprises. 

In this episode of The Leading Edge, Thomas A. Stewart sits down with Russell Klein, the CEO of the American Marketing Association and a legendary marketer in his own right, to talk about the perfect equation for brand building. Together, they discuss the continual evolution of content marketing, how storytelling crafts a customer’s experience, and the power behind consumer rituals and brand loyalty. Stay tuned to learn all of this and more — and subscribe to never miss another episode.

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Here’s a glimpse of what you will learn:

  • Russell Klein talks about how a growth mindset and great sensing skills are essential to marketing 
  • The next frontier in digital marketing: a fusion between the digital and physical worlds to create seamless, hybrid brands
  • The importance of a functional commitment between c-suite executives and front line employes
  • Russell shares his equation for brand building: Brand = ExperienceStory
  • The importance of fundamental thinking and designing for client experiences
  • A look at the past and the creation of intentionally-designed experiences
  • What power does a ritual have over consumer behavior?

About Our Guest:

Russell KleinRussell Klein is the CEO of the American Marketing Association, the force and voice of marketing. He is a master of digital marketing campaigns, and his pioneering thinking has changed the very definition of what a brand is and what marketing does. Over the years, Klein has led teams for Dr. Pepper, Gatorade, 7-Eleven, Burger King, and Arby’s. The teams he has led have won innumerable awards for their work, and more than four dozen people he trained have gone on to become CMOs in their own right. 

Resources mentioned in this episode:

Sponsor for this episode:

The Leading Edge is brought to you by AchieveNEXT. 

AchieveNEXT empowers individuals, teams, and enterprises to meet ambitious growth goals through our powerful combination of peer-to-peer learning and solutions.

We bring together thousands of the top finance and HR leaders from across North America to connect and share business and industry insights through our Alliance Networks.

We empower individuals, teams and enterprises through powerful solutions which include 

-Diversity, Equity and Inclusion Training & Leadership Development 

-Business Relationship Training

- and Executive Coaching for individuals and teams.

This powerful combination helps today’s business leaders level up and achieve next-level growth.

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