Postcards
Power Point: Check your voice
August 13, 2008: 3:05 PM ET"If you're not taking time to get a check up on your voice as often as you get your paycheck, you run the risk of not having either."
- John Hayes, Chief Marketing Officer at American Express (AXP), passes on this advice in a new Postcards Guest Post. Hayes' message is that to keep a brand relevant, marketers must listen to consumers' ongoing conversation and adjust the "voice" of the brand accordingly.
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Guest Post: Finding your brand's voice
Growing up, my father often used the age-old adage, "Why do you think God gave you two ears and one mouth? Because you've got to do a lot more listening than you do talking."
In marketing, the trick is to make sure you are constantly listening outside of your own four walls to get a true customer perspective. I'm really conscious of this. Every two weeks I work with a few MORE
Patricia Sellers - Aug 13, 2008 3:03 PM ETPosted in: American Express, AXP, brand, Guest Post, John Hayes, Leadership by Geoff Colvin, management, marketing, Postcards, retail
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Fortune senior editor at large Pattie Sellers has written some of Fortune's most talked-about cover stories, including "Marissa Mayer: Ready to Rumble at Yahoo," "Oprah's Next Act," "Can Meg Whitman Save California?" "The $100 Billion Woman" (Melinda Gates), and "Remodeling Martha" (Martha Stewart). She has helped oversee Fortune's "Most Powerful Women in Business" package every year since its launch in 1998. Pattie is Executive Director of the Fortune Most Powerful Women Summit, the preeminent gathering of women leaders in business and beyond. She oversees MPW programs that enable women leaders to extend their influence and empower the next generation—such as Fortune MPW Entrepreneurs and the Fortune-U.S. State Department Global Women Leaders Mentoring Partnership. Beyond her Fortune duties, she is also developing Live Content across Time Inc. Pattie grew up in Allentown, PA, graduated from the University of Virginia, and started at Fortune in 1984. Her blog, Postcards, is about how power players lead, manage others, and navigate their careers.
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