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#26 Lisa Gilbert - building a global brand at the world's biggest startup
What does it take to build a global brand from scratch at a 90,000-person startup? We discussed this and more with Lisa Gilbert, VP of Global Marketing at Kyndryl.
(0:00) Introduction
(0:49) Working 20+ years at IBM
(3:58) Choosing career paths and knowing who you are
(6:25) Joining Kyndryl and lessons learned
(12:20) The power and importance of branding
(15:00) Balancing brand consistency with localization
(17:45) Activating employees to become brand ambassadors
(21:07) Scrappy marketing strategies
(25:33) Proudest moment at Kyndryl
(26:42) Strategy and process for creating content
(30:14) Learning new skills as a marketer
Learn more:
https://generogrowth.com/
https://www.kyndryl.com/
https://www.linkedin.com/in/lisagilbertcmo/
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By Genero
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What does it take to build a global brand from scratch at a 90,000-person startup? We discussed this and more with Lisa Gilbert, VP of Global Marketing at Kyndryl.
(0:00) Introduction
(0:49) Working 20+ years at IBM
(3:58) Choosing career paths and knowing who you are
(6:25) Joining Kyndryl and lessons learned
(12:20) The power and importance of branding
(15:00) Balancing brand consistency with localization
(17:45) Activating employees to become brand ambassadors
(21:07) Scrappy marketing strategies
(25:33) Proudest moment at Kyndryl
(26:42) Strategy and process for creating content
(30:14) Learning new skills as a marketer
Learn more:
https://generogrowth.com/
https://www.kyndryl.com/
https://www.linkedin.com/in/lisagilbertcmo/