Marketing with Purpose

A C-Suite guide to being truly customer-centric

Official book site of one of the world's top-ranked Chief Marketing Officers

Ric Navarro

Why customer obsession is the new black

If you want to be a successful brand, customer obsession must be your number one priority. This obsession – this way of consistently seeing your brand through the lens of your customer – will guide your entire business strategy.

So much of traditional marketing is concerned with what to say, and when, where, and to whom to say it, in order to sell a product or service. Too many brands expend their energy on this traditional approach without truly understanding their customers.

Valuable marketing is obsessed with the entire customer experience. This approach is about having a deep understanding of why your message is important to your customers and why they will care enough to listen.

This book is a C-Suite guide to understanding and elevating the marketing function within your organisation in a way that supercharges your customer obsession.

Marketing with Purpose is a practical guide that will set you on your path to your North Star.

chapters

01 MARKETING: ARE YOU DOING IT RIGHT?

02 THE EVOLUTION FROM BRAND PURPOSE TO BECOMING A PURPOSEFUL BRAND

03 CUSTOMER VALUE PROPOSITION: YOUR BRAND PROMISE TO CUSTOMERS

04 ENGAGED STAFF

=

DELIGHTED CUSTOMERS

05 MARKETING AND HR: UNLIKELY BEDFELLOWS

06 CUSTOMER OBSESSION AS A COMPETITIVE ADVANTAGE

07 DIGITAL:

A MERGER OF LEFT AND RIGHT BRAIN

08 STORYTELLING: ACTIVATING YOUR BRAND DNA

09 FORGET THE UNICORN: BUILD A DIVERSE TEAM

10 MAKE YOUR IMPACT: SETTING YOUR BRAND COMPASS

My four Cs—Customer, Content, Channels, and Consistency—are the roadmap to effective customer centricity. At the heart of these four Cs is brand purpose.

There is a necessary co-reliance between the four Cs and brand purpose to achieve sustained success. That’s why throughout this book you will note my constant reference to customer obsession.

Ric Navarro

“

critical acclaim

“

Ric clearly articulates why and how the marketing function must be obsessed about customer experience, and how this is the differentiator of successful brands.

This book is a must-read for everyone who wants to grow their business.

LEE TONITTTO

CEO

Australian Marketing Institute

“

Ric's book introduces a clever marketing roadmap that allows brands to easily implement a customer-centric culture - one that starts from the inside.

JAMES SARETTA
Group Strategy & Digital Director
JB Hi-Fi

“

This book is filled with insightful, well-structured and practical content.

It should be read by marketers of all levels, the entire C-Suite, and the legal and finance executives who populate most of our boards.

MITCHELL MACKAY
Marketing Director

Ansell Limited

about the author

With a degree from Monash University under his belt, Ric Navarro began his career as a journalist with one of Australia’s largest newspapers. He went on to successfully manage communications for Australian Prime Minister John Howard’s ‘Supermarket to Asia’ program.

Over his career, Ric has advised a number of leading firms in the mining, FMCG, infrastructure, retail, manufacturing, sports, built environment and professional services sectors. With these top brands, Ric led marketing, communications, corporate affairs, digital strategy, corporate social responsibility, and client-centricity programs.

In his current role as the Vice President, Marketing & Business Development for Nucleus Network, Ric leads the strategic and tactical delivery of the firm’s marketing, business development and customer experience across the organisation's global footprint.

Recent Awards

In 2018, Ric was ranked as Australia's #6 CMO, building on his Top 20 CMO ranking in 2017, and Top 50 CMO ranking in 2016.

The Top CMO accolade is awarded by industry peers to Australia’s most innovative and talented marketing professionals.

In November 2017, Ric was awarded one of the world's Top 40 Most Influential Global Marketing Leaders.

This peer-recognised award by the World Marketing Congress celebrates Ric’s outstanding marketing thinking and brand communications.

In November 2018, Ric was awarded CEO Magazine Marketing Executive of the Year for his contribution to the global growth of NDY and general contribution to the marketing profession.

In April 2019, Ric was highlighted in US Business Magazine, Insights Success, as one of the Top 10 Marketing Leaders to Watch in 2019.

In November 2019 Ric was awarded the prestigious Australian Marketing Institute CPM - Certified Practicing Marketer - of the Year for his leadership and contribution to the marketing profession.

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Marketing with Purpose

A C-Suite guide to being truly customer-centric

Official book site of one of the world's top-ranked Chief Marketing Officers

Ric Navarro

Why customer obsession is the new black

​chapters

01

MARKETING: ARE YOU DOING IT RIGHT?

02

THE EVOLUTION FROM BRAND PURPOSE TO BECOMING A PURPOSEFUL BRAND

03

CUSTOMER VALUE PROPOSITION: YOUR BRAND PROMISE TO CUSTOMERS

04

ENGAGED STAFF

=

DELIGHTED CUSTOMERS

05

MARKETING AND HR: UNLIKELY BEDFELLOWS

06

CUSTOMER OBSESSION AS A COMPETITIVE ADVANTAGE

07

DIGITAL:

A MERGER OF LEFT AND RIGHT BRAIN

08

STORYTELLING: ACTIVATING YOUR BRAND DNA

09

FORGET THE UNICORN: BUILD A DIVERSE TEAM

10

MAKE YOUR IMPACT: SETTING YOUR BRAND COMPASS

“

critical acclaim

“

LEE TONITTTO

CEO

Australian Marketing Institute

“

JAMES SARETTA Group Strategy & Digital Director JB Hi-Fi

“

MITCHELL MACKAY Marketing Director

Ansell Limited

about the author

purchase a copy of this book

contact the author

chapters

JAMES SARETTA
Group Strategy & Digital Director
JB Hi-Fi

MITCHELL MACKAY
Marketing Director