Frank Cotignola’s Post

Last week’s Super Bowl ads were a trip down memory lane, from Pfizer's montage of 175 years of scientific breakthroughs to Budweiser’s throwback to “old school” beer delivery.   Nostalgia is profound and universal. But in the context of these sentimental ad spots, it’s a symptom of declining relevance—and a sign that companies have lost their plot.   Leaders across industries are struggling to connect with a new generation of customers that’s not as responsive to growth tactics like discounts and loyalty programs. Gen Z isn’t just buying things but buying into things.    In my latest article for Forbes, I provide future-focused strategies for leaders to achieve sustainable growth by rediscovering the core ideas that underpin their businesses—their greater reasons for being: https://lnkd.in/g9YETrJ2 #futurefocused #strategy #superbowlads #superbowl2024 #growthstrategies #genz #purposedrivenbusiness

🚀 Elevate Your Team with 'Beyond the Masks' in Hamburg! 🌟 Rated 9.3 by participants! Just wrapped up an amazing two-day team immersion in Hamburg with Unilever's marketing team, and it was nothing short of a HOMERUN! 🎉 I'll be honest, I had my doubts about breaking through with our German friends known for their reserved nature. But guess what? The results were mind-blowing, and the closing circle says it all: 🌟 "After 25 years at Unilever, this was far and beyond the BEST training I've ever had!" 🌟"Beyond The Masks was transformational, a retreat-like workshop with incredible guidance. The BEST team workshop ever!" And the only critique? "Make it MORE days next time!" 🗓️ This work matters. Most participants were new to this, and we believe we've opened eyes to a life of trust and openness. We want to change the course of even the biggest corporations. Big thanks to @pieterolierook & @koenbrinkgreve for opening doors, and Marco Matti for leading with passion to build a culture of trust. 🙌 Ready to transform your team? 🌐 Let's chat! We're on the lookout for leaders ready to ignite change in the depths of organizations. Would love to hear how you create a culture of trust and courage. How do you cultivate that? Drop your best practices in the comments and lets learn from eachother 💪 🔥 #CourageousLeadership #CorporateCulture #ConsciousBusiness #TeamTransformation #BeyondTheMasks #HamburgWorkshop

Fellow Seattle member Jessica Shapiro nailed it: "Today, a CMO has to have a deep business, product, and marketing acumen to be effective in ever-changing corporate structures because organizations are going to change all the time...But what doesn’t change is that marketing is a critical business driver, and the best CMOs know their customers, know how to drive the business, and they know how to pull the right levers at the right time to tell the most compelling stories." Special thanks to Jessica for sharing this article. We, too, believe evolution is on the horizon, and our CMOs are not only ready but trailblazers in the shift towards a more integrated and experiential approach to leadership. They are breaking down silos within organizations and fostering a culture of collaboration and innovation. This not only enhances the effectiveness of marketing campaigns but also strengthens the entire company’s adaptability in the face of dynamic market conditions. Let's continue the conversation and explore how these pivotal changes are reshaping the landscape of leadership in marketing. What do you think will be the most critical skill for the CMOs of tomorrow? Share your thoughts! https://lnkd.in/e4Kqy5eC #marketing #leadership #evolution

As a leader, it is so important to understand all aspects of the job and the company and to not lose touch so that you can fully understand struggles and implement changes. These are some CEOs who have done just that and made their companies so much better for it. Tony Fernandes Anthony Tan Laxman Narasimhan Dara Khosrowshahi

Let's talk about the changing role of chief officers. The landscape is evolving rapidly, with leadership changes happening faster than ever, and questioning the relevance of the role. A topic that impacts us all – check out this insightful article by FastCompany for more on the #RadicallyTransparent world of #MarketingLeaders.

Just finished CMO Foundations: Become an Effective CMO by Lisa Nirell. Check it out: https://lnkd.in/dGn8rZ8t #marketingleadership

https://lnkd.in/gitXA-xV We return to our conversation with Nancie McDonnell Ruder, CEO and founder of Noetic Consulting, to highlight her uplifting perspective on bringing passion and purpose to her work. As Nancie shares, she derives “peace of mind” and “happiness” from leading a company focused on “dynamic positivity” in supporting clients. She explains how Noetic aims to provide both conceptual guidance and practical implementation to drive real change, fueling her motivation. Nancie’s outlook exemplifies the kind of meaningful impact we seek to create through our conversations - where leaders can connect and learn from each other's experiences in growing thriving, values-driven organizations. Her words are an inspiration for staying centered on what drives us individually while creating value for others. Noetic Consultants is a women-owned marketing and leadership consultancy strengthening brands and the people who build them. Noetic’s work is a unique combination of market research, brand strategy, training, and coaching. Noetic educates, equips, and empowers organizations from within, leading to accelerated growth and organizational transformation. Learn more at NoeticConsultants.com @deborahfell @successbeneaththesurface @nanciemcdonnellruder @noeticconsultants @funnelmediagroupllc @susanfinchsolutions

CMO's are facing an existential crisis. In these uncertain times, companies are eliminating the position, instead positioning ultimate responsibility for the marketing function under COOs. But the truth is, CMOs are vital C-suite partners in enabling decisions and the operational execution of an experience that earns customer-driven growth. Marketing leaders must expand their skill sets and those of their teams to ensure their place as leaders of their company's customer experience transformation. Check out this great cartoon by Tom Fishburne at Marketoonist. #CMO #marketing #leadership #customerexperience #transformation

In today's world, #geopolitical dynamics intersect with business strategy like never before. My latest article reflects on this complexity, emphasising the imperative for agile leadership amidst uncertainty. From economic volatility to shifting global powers, businesses must adapt swiftly to stay resilient and consumer-trusted. It's clear: proactive decision-making, continuous strategy refinement, and effective reputation management are essential. Collaboration between policy and communication functions is key, ensuring clarity and alignment in brand messaging. As leaders, let's navigate this thin geopolitical ice with vigilance and adaptability. Read the full article for insights and do share your thoughts. Avian WE Chase India WE Communications

Problem definition is the corner stone of our business and it’s one of the skills that will help you grow both as a business and a person. It demands you to ask better questions, dig a bit deeper, embrace the wider world and view it from diverse perspectives. But most importantly will save you time, energy and money by focussing on what you really need to solve for. And 85% of CEO’s in a recent survey think their organisations are not that good at it. But if you want to find out take our scorecard and see what you can do to improve.