The Power of Brand with John Koller, Global CMO and Senior VP of Marketing at HP
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John discusses the value of subscription-based marketing, the role of AI in enhancing brand agility, and the importance of customer-centricity for achieving overall success.
“I think the thing that I learned the most is that the more that you invest in a brand, the better that you will be…and to do so in ways that differentiate and provide opportunities for people to get value in what you're doing, you have to be very customer-centric.”
— John Koller
With a legacy of innovation, HP is at the forefront of redefining the print industry by championing customer-centric solutions, focusing on creating versatile and durable printing technologies that cater to the modern workforce. To learn more about HP's future strategy, we sat down with the company's Global CMO and Senior VP of Marketing, John Koller.
John spearheads the company's marketing strategies for print, digital services, and subscription models at HP. With a distinguished career spanning two decades, John has held key leadership roles at industry giants such as Twitch, EA, and PlayStation, showcasing his expertise across gaming, sports, and technology sectors. Recognized for his innovative contributions to marketing, John has earned a spot on the Brand Innovators' list of Top 40 Marketers Under 40.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Investment in Brand - John emphasizes the importance of customer-centricity, arguing that a brand's success is directly tied to its ability to engage and provide value to its consumers. Prioritizing customer needs over profit-driven strategies can lead to significant returns on investment. Brands should focus on genuine customer needs, as neglecting this can result in a company's decline.
Trends in eCommerce and Printing - John highlights the increase in home offices due to the shift towards remote and hybrid work environments, underscoring the growing demand for versatile and durable printing solutions. The traditional one-size-fits-all approach is no longer applicable, as the needs of customers have become more varied and complex. Businesses should consider diversifying their product offerings to cater to the evolving customers' expectations.
Reaching the Consumer in 2024 - For John, the importance of first-party data in marketing is paramount, and building and maintaining relationships with loyal customers is one strategic way to achieve this. Moreover, it's essential to develop direct advertising campaigns that incorporate this data for tangible outcomes. This approach becomes increasingly crucial in navigating the challenges posed by the diminishing use of cookies.
Future Trends in Technology and Media - John identifies artificial intelligence as the most applicable of the emerging technologies for businesses, emphasizing its potential to enhance speed, responsiveness, and agility. Brands should invest in artificial intelligence technologies to leverage data effectively and improve business agility, especially for those starting with limited first-party data.
Listen to John Koller on the Speed of Culture and find out HP's approach to subscription-based marketing, AI, and customer-centricity.
