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
Businesses are not just organisations that exchange products or services for money: they are about the promises they make to their customers in return for their trust. Your CMO is the key to ensuring this trust is earned and enduring.
01
MARKETING: ARE YOU DOING IT RIGHT?
As brands compete in an increasingly crowded market, brand purpose can be the defining factor to influence consumer choice and the reason talented people are attracted to work for and stay at your firm.
02
THE EVOLUTION FROM BRAND PURPOSE TO BECOMING A PURPOSEFUL BRAND
From a customer's perspective, a properly formulated CVP is a promise; they expect you to keep it. A CVP is a statement that can be understood by all your customers: it must be lucid, ‘humanised’ and easily understandable.
03
CUSTOMER VALUE PROPOSITION: YOUR BRAND PROMISE TO CUSTOMERS
Living, believing and advocating your brand purpose starts within the hearts and minds of the people in your company. They are ground zero for brand success.
04
ENGAGED STAFF
=
DELIGHTED CUSTOMERS
Highly collaborative HR and marketing teams at flourishing brands understand the winning formula: they make what appears externally to be that way internally.
05
MARKETING AND HR: UNLIKELY BEDFELLOWS
Defining customer obsession as putting customers at the heart of your brand is the simple part; ensuring your brand has the systems, processes and culture in place to guarantee customer obsession is the challenge.
06
CUSTOMER OBSESSION AS A COMPETITIVE ADVANTAGE
Whereas a ‘seamless digital experience’ might be code for better customer experience, it’s important to remember that digital isn’t about implementing a particular technology or a simple process.
07
DIGITAL:
A MERGER OF LEFT AND RIGHT BRAIN
Brands are slowly beginning to understand the importance of storytelling in building an emotional bond with their customers and their employees. But what does it actually mean for brands to ‘tell’ a story?
08
STORYTELLING: ACTIVATING YOUR BRAND DNA
Within today’s marketing team, analytical processing is prized, strategic thinking is a must, and resilience is paramount.
09
FORGET THE UNICORN: BUILD A DIVERSE TEAM
Top CMOs are obsessed with focusing on CX. They concentrate on every single customer touch point: from the first time they interact with your brand, to long after they have bought your products or services.
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
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critical acclaim
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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
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
“
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 working in the media industry. He went on to successfully manage the publishing program for Australian Prime Minister John Howard’s ‘Supermarket to Asia’ initiative.
Over his career, Ric has worked within a number of industry verticals including FMCG, infrastructure, retail, manufacturing, sports, mining, government, built environment, consulting, automotive and professional services sectors.
Ric has carved out a career with extensive award-winning expertise in marketing, communications, brand, customer experience, 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 October 2018 Ric was awarded CMO of the Year (Vic) by the Australian Marketing Institute. A month later, Ric received the CEO Magazine Marketing Executive of the Year Award 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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