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Episode 049: How Marketing Really Works with Kip Knight, Former CMO of Taco Bell, and Co-Author, “Crafting Persuasion” (The LIFE WORKS Podcast, Hosted by Mark Botros)
Kip Knight is in the top echelon of marketing leader in the world. Kip’s phenomenal career spans decades in senior marketing and C-Suite roles for Procter & Gamble, PepsiCo, KFC, eBay, and H&R Block. He’s even been a consultant to the Whitehouse. Today he’s an operating partner with Thomvest, a Venture Capital firm in Silicon Valley, among many other pursuits.
In 2019, he co-wrote the book “Crafting Persuasion” (Crafting Persuasion book cover) with Bob Pearson (Another guest of our show). In this book, they outline the secret sauce of high-impact marketing ampaigns.
Kip has launched and led some of the worlds most well-known brands. Get an insider’s look at company brands and the perception they create, as we dive into “How Marketing Really Works”
TIME JUMPS FOR THE BUSY AND OVERCOMMITTED
02:02 The Chihuahua Sacrifice03:39 What is a brand and what makes a good brand?05:08 The CMO’s Job06:23 What brands are really doing well right now in your mind?07:39 What brands that should be concerned right now?08:38 The marketing landscape today vs 25 years ago10:22 Why Kip co-wrote the book, “Crafting Persuasion”12:14 The call from the White House14:13 The ABCDE model for marketing and outreach campaigns16:14 The HIGH price organizations WILL pay if they didn’t follow the model as outlined17:40 Marketing Missteps and 100,000 TV commercials later19:50 Kips favorite campaigns21:27 Post-Mortem of a particular ad that failed spectacularly23:42 Marketing misconceptions26:00 The biggest piece of advice Kip would offer CMOs (Chief Marketing Officers) and their C-suites.27:50 Kip’s marketing advice to younger companies in his venture capital portfolio30:09 The critical role of data32:34 Kip’s next book35:31 Speed Round43:55 Kip’s one secret to his success46:38 Kip’s final thoughts48:12 Where to connect with Kip
HASHTAGS
#tacobell #yoquierotacobell #dropthechalupa #brands #branding #marketing #communications #strategy #CMOs #apple #gamestop #trends #craftingpersuasion #bobpearson #thewhitehouse #nsc #abcde #commercials #campaigns #failure #success #advice #lessonslearned #pepsi #csuites #venturecapital #data #dataanalytics #linkedin
To connect with Kip Knight
Websites: https://www.thomvest.com and https://www.cmocoaches.comLinkedIn: https://www.linkedin.com/in/kipknight/Email: [email protected]
To connect with Mark Botros
https://markabotros.comYouTube – https://www.youtube.com/user/markbotrosInstagram: @markabotrosTwitter: @markbotrosFacebook: https://www.facebook.com/businessstrategist/LinkedIn: https://www.linkedin.com/in/mbotros/Email: [email protected] LIFE WORKS Podcast: https://podcasts.apple.com/us/podcast/the-life-works-podcast/id1475582936
Music Credit(s)
Intro: “Vikings” – Aakash GhandiOutro: “Don’t Turn Back” – Silent Partner
Photo and Media Credit(s)
Kip KnightPexels.comKetut SubiyantoAaron KittredgeJose FranciscoKhaled HossainMikhail NilovMartin Pechy
View all episodes
By Mark Botros
5
1010 ratings
Kip Knight is in the top echelon of marketing leader in the world. Kip’s phenomenal career spans decades in senior marketing and C-Suite roles for Procter & Gamble, PepsiCo, KFC, eBay, and H&R Block. He’s even been a consultant to the Whitehouse. Today he’s an operating partner with Thomvest, a Venture Capital firm in Silicon Valley, among many other pursuits.
In 2019, he co-wrote the book “Crafting Persuasion” (Crafting Persuasion book cover) with Bob Pearson (Another guest of our show). In this book, they outline the secret sauce of high-impact marketing ampaigns.
Kip has launched and led some of the worlds most well-known brands. Get an insider’s look at company brands and the perception they create, as we dive into “How Marketing Really Works”
TIME JUMPS FOR THE BUSY AND OVERCOMMITTED
02:02 The Chihuahua Sacrifice03:39 What is a brand and what makes a good brand?05:08 The CMO’s Job06:23 What brands are really doing well right now in your mind?07:39 What brands that should be concerned right now?08:38 The marketing landscape today vs 25 years ago10:22 Why Kip co-wrote the book, “Crafting Persuasion”12:14 The call from the White House14:13 The ABCDE model for marketing and outreach campaigns16:14 The HIGH price organizations WILL pay if they didn’t follow the model as outlined17:40 Marketing Missteps and 100,000 TV commercials later19:50 Kips favorite campaigns21:27 Post-Mortem of a particular ad that failed spectacularly23:42 Marketing misconceptions26:00 The biggest piece of advice Kip would offer CMOs (Chief Marketing Officers) and their C-suites.27:50 Kip’s marketing advice to younger companies in his venture capital portfolio30:09 The critical role of data32:34 Kip’s next book35:31 Speed Round43:55 Kip’s one secret to his success46:38 Kip’s final thoughts48:12 Where to connect with Kip
HASHTAGS
#tacobell #yoquierotacobell #dropthechalupa #brands #branding #marketing #communications #strategy #CMOs #apple #gamestop #trends #craftingpersuasion #bobpearson #thewhitehouse #nsc #abcde #commercials #campaigns #failure #success #advice #lessonslearned #pepsi #csuites #venturecapital #data #dataanalytics #linkedin
To connect with Kip Knight
Websites: https://www.thomvest.com and https://www.cmocoaches.comLinkedIn: https://www.linkedin.com/in/kipknight/Email: [email protected]
To connect with Mark Botros
https://markabotros.comYouTube – https://www.youtube.com/user/markbotrosInstagram: @markabotrosTwitter: @markbotrosFacebook: https://www.facebook.com/businessstrategist/LinkedIn: https://www.linkedin.com/in/mbotros/Email: [email protected] LIFE WORKS Podcast: https://podcasts.apple.com/us/podcast/the-life-works-podcast/id1475582936
Music Credit(s)
Intro: “Vikings” – Aakash GhandiOutro: “Don’t Turn Back” – Silent Partner
Photo and Media Credit(s)
Kip KnightPexels.comKetut SubiyantoAaron KittredgeJose FranciscoKhaled HossainMikhail NilovMartin Pechy