Cooper and Norman talked about brand
Sept 16, 2023 9:08:13 GMT
Post by account_disabled on Sept 16, 2023 9:08:13 GMT
orporate social responsibility and brand purpose have been topics of discussion in boardrooms, conferences, and think pieces for a long time. But this moment in history is making these subjects all the more urgent.
As part of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, Rob Norman, fomer Phone Number List Chief Digital Officer at GroupM, spoke to Frank Cooper, Senior Managing Director and Global Chief Marketing Officer at BlackRock, about the critical importance of social responsibility, and the expectations consumers have of brands and the people who lead them today.
A graduate of the University of California, Berkeley, and Phone Number List Harvard Law School, Cooper has worked in the entertainment industry, served as the Chief Marketing Officer and Chief Creative Officer of Buzzfeed, and was Chief Marketing Officer of Global Consumer Engagement for PepsiCo's Global Beverage Group.
At BlackRock, one of the world’s leading asset management firms with $6.4 trillion under management in the first quarter of the year, Cooper oversees the company’s global brand and marketing strategy.
Responsibility, corporate leadership, and the importance of connecting one’s personal purpose to a professional and brand purpose in the context of the global pandemic, an unpredictable economic outlook, and social unrest.
Rob Norman: We are witnessing a tremendous amount of change at the moment. What are these extraordinary times revealing to you as a business leader?
Frank Cooper: You know, I think we all have an opportunity to step into this transitional space that is happening now and to find your purpose, your ultimate mission, call it whatever you want to call it. But ultimately, it's what Simon Sinek said in The Golden Circle. It's finding your “why.” Why do I exist beyond profits? That's what it is ultimately about. And yes, there will be some purpose-washing, like there's some greenwashing, but eventually, the truth will come out — who's authentic and who's not. Eventually, the best talent will be attracted to those firms who are authentic about their purpose and that the best talent will translate into better performance.
As part of the “Taking the Long View – Conversations with The B2B Institute at LinkedIn” series, Rob Norman, fomer Phone Number List Chief Digital Officer at GroupM, spoke to Frank Cooper, Senior Managing Director and Global Chief Marketing Officer at BlackRock, about the critical importance of social responsibility, and the expectations consumers have of brands and the people who lead them today.
A graduate of the University of California, Berkeley, and Phone Number List Harvard Law School, Cooper has worked in the entertainment industry, served as the Chief Marketing Officer and Chief Creative Officer of Buzzfeed, and was Chief Marketing Officer of Global Consumer Engagement for PepsiCo's Global Beverage Group.
At BlackRock, one of the world’s leading asset management firms with $6.4 trillion under management in the first quarter of the year, Cooper oversees the company’s global brand and marketing strategy.
Responsibility, corporate leadership, and the importance of connecting one’s personal purpose to a professional and brand purpose in the context of the global pandemic, an unpredictable economic outlook, and social unrest.
Rob Norman: We are witnessing a tremendous amount of change at the moment. What are these extraordinary times revealing to you as a business leader?
Frank Cooper: You know, I think we all have an opportunity to step into this transitional space that is happening now and to find your purpose, your ultimate mission, call it whatever you want to call it. But ultimately, it's what Simon Sinek said in The Golden Circle. It's finding your “why.” Why do I exist beyond profits? That's what it is ultimately about. And yes, there will be some purpose-washing, like there's some greenwashing, but eventually, the truth will come out — who's authentic and who's not. Eventually, the best talent will be attracted to those firms who are authentic about their purpose and that the best talent will translate into better performance.