Episode 049: How Marketing Really Works with Kip Knight (Former CMO of Taco Bell, and Co-Author, “Crafting Persuasion”)

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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 Sacrifice
03:39 What is a brand and what makes a good brand?
05:08 The CMO’s Job
06:23 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 ago
10:22 Why Kip co-wrote the book, “Crafting Persuasion”
12:14 The call from the White House
14:13 The ABCDE model for marketing and outreach campaigns
16:14 The HIGH price organizations WILL pay if they didn’t follow the model as outlined
17:40 Marketing Missteps and 100,000 TV commercials later
19:50 Kips favorite campaigns
21:27 Post-Mortem of a particular ad that failed spectacularly
23:42 Marketing misconceptions
26:00 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 portfolio
30:09 The critical role of data
32:34 Kip’s next book
35:31 Speed Round
43:55 Kip’s one secret to his success
46:38 Kip’s final thoughts
48:12 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.com
LinkedIn: https://www.linkedin.com/in/kipknight/
Email: kipknight@gmail.com

To connect with Mark Botros

https://markabotros.com
YouTube – https://www.youtube.com/user/markbotros
Instagram: @markabotros
Twitter: @markbotros
Facebook: https://www.facebook.com/businessstrategist/
LinkedIn: https://www.linkedin.com/in/mbotros/
Email: mark@markabotros.com
The LIFE WORKS Podcast: https://podcasts.apple.com/us/podcast/the-life-works-podcast/id1475582936

Music Credit(s)

Intro: “Vikings” – Aakash Ghandi
Outro: “Don’t Turn Back” – Silent Partner

Photo and Media Credit(s)

Kip Knight
Pexels.com
Ketut Subiyanto
Aaron Kittredge
Jose Francisco
Khaled Hossain
Mikhail Nilov
Martin Pechy