business

An Interview with Rishad Tobaccowala on Restoring The Soul of Business

An Interview with Rishad Tobaccowala on Restoring The Soul of Business

An Interview with Rishad Tobaccowala on Restoring The Soul of Business 1920 1080 chase

In an important and timely conversation about the future of marketing, Rishad Tobaccowala joins Moe Abdou to explore what it takes for a modern brand to retain its relevance and vitality.

Reimagining The Modern Brand

Among the defining characteristics of the world’s most admired companies is a brand reputation that’s both consistent and trustworthy – and often, that’s the exception not the rule.

What does a brand stand for? What is it about Apple, Nike, LVMH, and Disney that breeds so much loyalty? And, why do these brands look beyond a customer’s endorsement to gauge the real value of their brands? As you pause to contemplate these questions, you will undoubtedly begin to analyze your own brand affinities, and only then will you be able to distinguish what Rishad Tobaccowala calls “The Soul of Business”.

“Every great brand needs investment and caring if it’s going retain it’s relevance and vitality…” Steve Jobs would often say, “.. And the way to do that is not to talk about why we’re better than the rest – it’s not talking about the product – its articulating our values.”

In the global landscape of marketing and advertising, few have had the front row seat that Rishad has had in understanding the changing dynamics of brand management. In his nearly four decades as a senior executive, most recently as Publicis’ Chief Growth officer, his voice has helped shape some of the world’s most iconic brands – and while his viewpoint can be both timely and timeless; they’re likely counter to what you see within the very companies you most admire. His book – Restoring The Soul of Business: Staying Human in the Age of Data puts in perspective the illusion of spreadsheet marketing and highlights why its people, not ‘likes or retweets’ that elevate a brand’s reputation.

Episode Overview:

  • The three timeless elements of a brand.
  • The three timely elements that shape today’s brands.
  • Actualizing the intangible value of your brand.
  • The role your employees play in shaping your brand’s reputation?
  • The myth behind the idea of content being ‘king or queen’?
  • What happens when you remove the words personalization, transformation, disruption, monthly average users, and the name of your company from your story?
  • How do you define the soul of a company?
  • An approach to thinking about reinventing yourself?
  • The differentiating edge that helps companies attract top talent?
  • Think higher – Feel deeper.

Resources:

This episode was originally published here on 33voices.

An Interview with Dave Ulrich on Articulating Your Company's Next Stage of Growth

An Interview with Dave Ulrich on Articulating Your Company’s Next Stage of Growth

An Interview with Dave Ulrich on Articulating Your Company’s Next Stage of Growth 1920 1080 chase

To truly reinvent your business, you have to first reimagine the value you’re delivering – In this episode, Moe is rejoined by Leadership maven Dave Ulrich to discuss a six-part framework that will help you respond to market opportunities with speed and scale.

A Modern Approach Towards Corporate Relevance

The phrase ‘reinvent yourself/your organization’ is and has been a self-help mainstay for generations; still it’s a rare individual and an even rarer organization who actually lives up to that promise. As consumers, we demand excellence and ingenuity from those whom we choose to do business with, yet despite an unprecedented pace of technological innovation, less and less breakthroughs seem to emerge.

As a keen observer of high performing organizations, I was encouraged when I learned about Arthur Yeung and Dave Ulrich’s work on strategic agility and how the likes of Alibaba, Amazon, Google and Facebook are responding to market opportunities with speed and scale. In their book – Reinventing The Organization: How Companies Can Deliver Radically Greater Value In Fast-Changing Markets, they lay out a six-part framework that both challenges and guides the manner in which you think about your next stage of growth.

As with every organizational initiative, it starts with a leadership commitment – and as you’ll learn in my conversation with Dave, there’s a direct correlation between the learning taking place inside the organization with the experiences being delivered outside the organization.

Episode Overview:

  • How to reinvent your own thinking in anticipation of a bigger future?
  • In an organization’s lifecycle, when is it best not to change?
  • A framework for reimagining your company’s next stage of growth.
  • The questions a leadership team should be asking during a true reinvention?
  • What is strategic agility & how does impact a leader’s philosophies?
  • Learning to let go of what works?
  • The role of the customer during a reinvention – why strategy follows people?
  • What the Chinese can teach us about cooperation and scale?
  • The temperament of leaders who are successfully reinventing themselves and their organizations?
  • Believing – Becoming – and Belonging, what the modern organization must deliver to its people?

Resources:

This episode was originally published here on 33voices.

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