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“One of the things I found is you can have a great brand, but if you don't continue to feed it, that brand could lose its luster. I don't care how great the brand is.”
— Kevin Warren
With over 550,000 employees and an annual revenue of about $100 billion, UPS is a massive company that operates in more than 200 countries and territories. Moreover, the company is a well-respected and trusted brand among its customers. However, if a business doesn't continue to invest in its brand, it may lose its appeal. So, how does UPS ensure that the brand remains relevant and competitive in the digital era? Kevin Warren, the company's EVP and CMO, shares all the secrets in the latest episode of The Speed of Culture.
Kevin brings over three decades of marketing expertise, recently earning a spot on Forbes' 2022 World's Most Influential CMOs list and Adweek's 2023 Brand Genius recognition. His highly developed perspective on data-centric business and non-traditional engagement channels is driving change at UPS and setting new standards in digitally enabled customer experience.
Before joining UPS, Kevin served as Executive Vice President and Chief Commercial Officer for Xerox Corporation. Kevin's commitment to diversity and leadership in the industry is also shown through his role as a founding member of the Black Executive CMO Alliance (BECA).
Tune into the latest episode or read the transcript below to learn the repositioning strategies of UPS as a digital, agile, and innovative brand.
- The Art of Sales in the Digital Age: In today's digitally dominated landscape, successful salespeople excel by fostering genuine, relationship-based connections with customers. This is crucial not only for staying relevant in the market but also for building long-term, value-driven relationships that go beyond technology-driven interactions.
- How to Succeed in the Tech-Driven Corporate World: To thrive in a dynamic, tech-driven corporate, it’s essential to master three key aspects: Deliver exceptional results aligned with KPIs, cultivate positive behavioral traits, and continuously upgrade skills. This is not only important for personal success, but also contributes to the overall resilience and adaptability of a brand in an ever-evolving tech landscape.
- Reviving a Legacy Brand: Stepping into a leadership role at a massive scale company like UPS requires a constant focus on nurturing a strong brand. It’s not just about staying digitally agile and innovative, but also about avoiding obsolescence. It's essential to showcase the brand as up-to-date with eCommerce demands while preserving its core strengths, ensuring its continued relevance and resonance in the market.
- Customer Experience in the Phygital Era: Regardless of business size, the key to success lies in enhancing the end-to-end customer experience by seamlessly integrating digital and physical interactions. This not only improves online experiences but also ensures consistency in customer service across digital platforms and physical locations. It's an imperative strategy for staying competitive and meeting evolving customer expectations.
- Empowering the Next Generation of Black CMOs: Kevin's involvement in the Black Executive CMO Alliance (BECA) underscores the importance of diversity in marketing. The BECA's playbook, focused on developing emerging marketing talent, is a crucial initiative that ensures a robust pipeline for future leaders. This commitment is essential not only for fostering diversity but also for driving innovation and excellence in the industry.
