Future-Proof Your Marketing with Engelina Jaspers
b"\\u201cMarketing's most fundamental role is understanding markets and consumers better than anyone else around. This past year has allowed us to pause and realign.\\u201d Engelina Jaspers has built her career around inflection points in periods of change. The author of the book Marketing Flexology, Engelina stopped by the On Brand podcast this week to share how we can all future proof both our marketing and our careers. Check it out!\\nAbout Engelina Jaspers\\nOver a rewarding 30-year corporate career, Engelina Jaspers experienced revolving-door CEOs, business course corrections, and lots of reinventions. Across all her VP leadership roles \\u2014 marketing, brand strategy, environmental sustainability, corporate communications \\u2014 none escaped disruption. After being tapped to lead multiple company-wide transformations, Engelina became a student and teacher of marketing and career agility.\\nThese experiences led her to develop the MARKETING FLEXOLOGY Management Framework \\u2014 a mindset and a toolset for future-proofing your career, your team, and your marketing platform. Engelina shares marketing agility know-how in her book Marketing Flexology, presentations, and workshops so you, too, can anticipate and prosper from unplanned change.\\nEpisode Highlights\\n\\u201cA renaissance.\\u201d Engelina and I kicked off the conversation with a discussion on the challenges of this past year. \\u201cIt\\u2019s really been a renaissance\\u2014a return to marketing fundamentals. This past year has made us pause and realign.\\u201d\\nThe art and science of marketing. \\u201cPeople talk about the art and science of marketing all the time\\u2014I just Googled it yesterday.\\u201d As Engelina notes, this has led to an internal tug of war on brand vs. demand. \\u201cForget that. Focus instead on insight and agility.\\u201d\\nPrioritizing your focus. Engelina noted that too many practice \\u201cme-dership\\u201d instead of leadership by focusing on their careers instead of their team, their people, and the customers and business. She advises marketers to think first about the business with a customer mindset. From there, look at what it means to your team and then, finally, consider you and your role. And consider the potential of saying \\u201cYes\\u201d to the unexpected especially in your career.\\nWhat brand has made Engelina smile recently? Prior to the show, Engelina wondered if past guests had brought up her smile-inducing brand, Patagonia, before. While other guests have indeed mentioned Patagonia on the show through the years it\\u2019s because this brand is constantly innovating and finding new ways to walk the talk.\\nFor example, this week Engelina shared that they\\u2019re no longer adding logos to their \\u201cpower vests\\u201d (a staple of Wall Street and Silicon Valley wardrobes). The reason? They found it decreases the life of the vest as people move from job to job. And Patagonia is all about sustainability and making clothes that last and can be used longer.\\nTo learn more, check out Engelina's Marketing Flexology website.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices"