Sergio Zyman
Sergio Zyman is the Chairman and founder of Zyman Group and the former Chief Marketing Officer of The Coca-Cola Company. Over the course of 30+ years of hands-on marketing experience, Zyman has conceived a revolutionary set of principles that are proven to translate marketing strategies into positive business results. He rejects the old rules of the industry that conceptualized marketing ...
Topics:
- Branding /
- Globalization /
- Marketing /
- Strategy
Sergio Zyman is the Chairman and founder of Zyman Group and the former Chief Marketing Officer of The Coca-Cola Company. Over the course of 30+ years of hands-on marketing experience, Zyman has conceived a revolutionary set of principles that are proven to translate marketing strategies into positive business results. He rejects the old rules of the industry that conceptualized marketing as an art form with vague commercials and awareness messages. Instead, Zyman passionately advocates a vision of scientific, process-based marketing as the driver of sales and profi ts and the centerpiece of business. The only defi nition of marketing success he upholds is "selling more stuff to more people more often for more money more efficiently."
From major food and beverage companies to industrial manufacturers to popular retailers to global telecommunications powers, a diverse group of clients has sought out and received Zyman's marketing expertise. As the driving force behind Zyman Group, he is able to reach even more diverse businesses in need of marketing guidance. Zyman Group has helped businesses ranging from the largest of the Global 1000 to high-tech growth companies improve their marketing results by providing the guidance they need to move their marketing efforts from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.
Zyman's unparalleled marketing career also includes tenures with Coca-Cola, PepsiCo and Procter & Gamble. He is best known for his bold actions as the outspoken CMO of Coca-Cola, where he re-conceptualized the company's marketing strategy and boosted worldwide annual sales volume from nine to 15 billion cases--the most explosive growth period in the company's history. This success led TIME magazine to name him one of the three key pitchmen of the 20th century.
His passion and knowledge have been transformed into texts that constitute the core curriculum of results-driven marketing. His best selling book, The End Of Marketing As We Know It, clearly lays out Zyman's ground rules for marketing success. In his second book, Building Brandwidth: Closing the Sale Online, Zyman turns his expert eye to the e-marketing revolution, and explains the futility of Internet marketing that fails to close online sales. His third book, The End of Advertising As We Know It, examines the one segment of marketing where the most mistakes are made and where the most money is spent, and wasted--advertising--and provides actionable recommendations for improving return on advertising investment. Sergio's latest book, Renovate Before You Innovate, details timetested principles for accelerating sustainable organic growth.
As a highly-experienced marketing professional and an extremely charismatic communicator, Sergio Zyman is sought after as a speaker by companies and organizations throughout the world. He energizes audiences with his creativity and dynamic, unpredictable style. In addition, his acute insights have been featured in every major business publication, including The New York Times, The Wall Street Journal, Business Week and Fortune. Sergio Zyman is a native of Mexico City. He holds an Executive MBA from Harvard University and has attended graduate schools in London, Paris and Jerusalem. When he is not immersed in the world of marketing, he expends his spare energy as an enthusiastic runner and an avid reader. He also enjoys golf, skiing and cycling.
Sergio Zyman speaks about:
The World Changed On 9/11 - What to Do About It? Sergio Zyman is the world's foremost expert on how the tragic terrorist attacks on September 11th have impacted consumer attitudes and what the implications are for companies, their brands, and their marketing programs. While the horrible events of 9/11 have made it trendy for companies to embrace the need to change their marketing programs, this outlook reflects a principle that Sergio has espoused for years ? that companies must make re-examining, re-thinking, and re-inventing their marketing efforts a consistent part of their marketing process.
The End of Marketing as We Know It Marketing has never been more important to the success of commerce than it is today. And, it's never been more abused than it is today. That's why "marketing", in the traditional sense, continues to fail to live up to the promise. There is no doubt about it: it's the end of marketing as we know it. The era of marketing as fun and games, marketing as art, and marketing as an afterthought is over. Sergio Zyman ushers in the transformation of marketing as science.
It's time for marketing for and by grown-ups...we're out of the adolescent stage. Marketing is serious business, and its too important to be left to the marketers alone. Marketing is about selling more stuff, to more people, for more money. It's about rigorous deployment of strategies to grow your business. It's about creating strong and differentiated brands that help consumers navigate the plethora of choices today. Marketing is a must, not a nice to have.
Sergio offers his unique observations about who gets it, who doesn't, and what it all means for your business. Whether it's how Southwest Airlines redefined customer satisfaction in the airline industry, to Hertz rental cars owning the business market, to how Taco Bell became better at selling chihuahua's than tacos, Sergio is always on target, entertaining, provocative and motivating.
Creating the Future By Forgetting What You Know To create the future, you must forget what you know. That's the message from Sergio Zyman, a man many say has been more effective at reinventing himself than Madonna.
The only real currency in today's economy is knowledge, and how you profit from that knowledge by selling more stuff, to more people more often, over and over again. Reinvention is not optional. It's a must.
Learn how Michael Milken created a new financial instrument that changed the way new companies are financed, unlocking the entire boom in venture capital funded start-ups. Learn how Sergio fundamentally changed the culture at the Coca-Cola Co., unlocking the most significant growth in the company's history.
It starts with re-programming how you think, and it takes curiosity, it takes intensity, it takes humility to see the need to change, and to make it happen.
For companies to grow continuously overtime, they must change, which means their leaders must learn how to change - day in, day out. Sergio gives his insight into how a systematic process of personal learning can lead to tremendous growth, and how you can profit from it.
Building Brand-width: Closing the Sale Online The point of Sergio's first book, The End of Marketing As We Know It, was inescapable. It was as subtle as a 2-by-4 to the side of the head of everybody in marketing. Change or perish.
In Building Brand-width, Closing The Sale Online Sergio Zyman demonstrates how the concepts behind the marketing transformation can and must be applied to close the sale online again and again: IT'S ALL ABOUT BUILDING BRAND-WIDTH.
Eventually, every company on the Internet is going to have to succeed in selling more stuff, more often, to more people at higher prices. This isn't dot.communism. This will only happen when the dot com's master the art and science of marketing.
Sergio explains the difference between effective, strategic online marketing and "advertising with a nose ring". He analyzes the difference between the fates of Dr Koop, and Martha Stewart, and discusses why "Cup-A-Soup" brand names are so important. Moral of the story: "If you want to name your company after a river, it's going to be expensive...really expensive."
Hear what the world's greatest marketer has to say about what it takes to win online, why so few are doing it right, and how you can profit where others have failed.
The Marketing Mind Behind Coke's Global Push At the beginning of the '90's Coke looked like an aging brand with little room to grow. Pundits called the soft drink market "mature".
Fast forward 4 short years to 1998 and the situation changes dramatically. Coca-Cola had become a global growth engine. The company's growth, driven by a combination of aggressive marketing to new consumers after the fall of the Berlin wall, accelerated growth in developed economies, and a series of strategic marketing innovations unheard of in the company's storied past, delivered a major push on the flagship Coca-Cola brand, and rescued sagging brands like Sprite, Fanta, and Diet Coke.
What happened? Sergio Zyman happened.
The man behind the launch of Diet Coke, and New Coke, came back to rejuvenate the world's largest beverage company by leading a marketing renaissance unheard of at a company of that size. The results speak for themselves...volume grew from 9 billion to 15 billion cases world-wide, and the stock became the darling of Wall Street. Find out the inside story from the Cola War's most insightful battlefield strategist.
