Kim Whitler | A Marketing Potpourri - CMO Stages, Activism Research and Name Image & Likeness(NIL)

CMO Confidential

A CMO Confidential Interview with Kim Whitler, business professor at the University of Virginia and former GM and CMO. Kim joins us to discuss how start-ups require different CMO's at the various stages starting with seed money and ending with an IPO, how good intentions can jeopardize business success on the corporate activism front, and how to think about NIL from the perspective of marketers and athletes. Key topics include: why blue chip CMO's often fail when they move to the start-up world; why you should reframe activism from "right versus wrong" to a "risk lens;" and the difference between eyeballs and brand fit when evaluating NIL. Listen in to hear the difference between a "steel man" vs. a "straw man" argument and why you should think about the former for your business.

Unlock CMO Success: The Stages You MUST Master with insights from CMO Confidential, a podcast hosted by Mike Linton, former CMO of companies like Best Buy and eBay. Tune in to hear Dr. Kim Whitler, Assistant Professor of Marketing at the University of Virginia Darden School of Business, share her unique perspective on the stages of CMO success. Key topics include the evolving role of a CMO from startup phases to IPO, the impact of corporate activism, and the strategic use of name, image, and likeness in marketing. Discover how CMOs can navigate the complex landscape of marketing leadership and learn from real-world examples of successful strategies. This episode offers valuable insights for marketers aiming to enhance their leadership skills and stay ahead in the competitive business environment. Subscribe to the CMO Confidential Newsletter for exclusive content and stay informed with the latest marketing insights. Don't miss out on this opportunity to elevate your marketing knowledge!

CHAPTERS:

00:00 - Intro

00:40 - Kim Whitler, PhD

01:52 - CMO Success: Marketing Strategies

09:31 - Corporate Activism: Business Risks

16:21 - Name, Image, and Likeness (NIL)

18:15 - Athlete Branding Strategies

22:19 - Monetizing Your Brand: Follower Count

26:51 - Measuring NIL ROI Effectively

29:45 - Marketing Best & Worst Practices

33:02 - Practical Advice for Marketers

33:21 - Steelmanning: Navigating Activism

35:30 - Outro

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