3 Changes in 2017 for Successful Branding and Marketing – Featured at CES
Yesterday I caught the BrandX ranking for the top brands in the industry and looked at how these success cases are modeling the way for branding!
3 Top Trends Are New Marketing & Branding Ala CES:
1. Design and Experiences. Brand will increase their use of video in 2017 to tell stories. While traditional imagery is static, video is dynamic. Women in particular are visual buyers. The prediction of clear visual communication — meaning focusing more on bringing forth the user content rather than the UI, will help to draw in women buyers — who today control approximately 75% of the consumer spend.
2. Changing Customer Behavior + Expectations Releases the Power of Technology for New Experiences and Content . Shawn DuBravac, the chief economist for CTA, dished on AI, AR, VR and Iot in the annual show kickoff as part of the 5 major trend. But the trend is not just for products incorporating these technologies but how companies are using them to market as well. For instance, Lowe’s is using VR powerfully to help you imagine your new kitchen and companies like Under Armour use AI to provide personalized recommendations.
3. Path to Purchase. Today’s world is more complicated than the past in how the client purchases. In 2017, the path to purchase is now more complicated. I loved the Nielson presentation on the new startups that have created solutions to help decipher the complexity of the path to purchase that exists through Social Media, Ads, TV, Mobile, and now AI, VR and new devices.
I am thrilled to be on the panel with Lisa Johnston, digital editor at TWICE magazine on Friday at CES! Hope to see you there!
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The STE²M Economy
All aboard!
Today was a STE²M day. What's that? Females in Science, Technology, Entrepreneurship, Engineering, and Math.
I spent most of the day with Women helping other Women and Girls as well as with Dads of Daughters discussing strategies for girls to learn programming, challenges for female founders in Europe, and Enterprises looking for more great Channel Talent.
And it hit me. This is a new economy. (Take this survey to help us change the world around this! CLICK HERE!
The STE²M economy.
Did you know that studies in Africa show that children of mothers who have spent five years in primary education are 40% more likely to live beyond the age of five? And that if Egyptian women were employed at the same rate as men that country’s GDP would climb by 34%?
How do we grow this new Economy? STE²M (science, technology, entrepreneurship, engineering, and math) fields play a direct role in driving economic growth. Women in STEM jobs earn 33% more than those in non-STEM occupations and experience a smaller wage gap relative to men. And STEM careers offer women the opportunity to engage in some of the most exciting realms of discovery and technological innovation. Increasing opportunities for women in these fields is an important step towards realizing greater economic success and equality for women across the board.
We grow this one woman at a time.
the Change Makers
- Chics Connect has seen phenomenal growth and has taken some amazing initiatives for connecting women,who help each other to achieve their dreams,ambitions,missions as well as assist in everyday challenges life throws at a Neo-Age Women of today. Chics Connect is now present in Dubai, Jamaica, California, India and Denmark and is launching in Toronto, Turkey, Denmark and Australia soon. They have 4,800 members across the world!
Their fearless leader helping to create this new economy is Hurratul Maleka Taj - who is passionate and at 25, has already started 2 companies! I loved chatting with her today about her plans! Watch out world!
SonderConnect's goal is to support women entrepreneurs. Since their launch in April 2016, they have focused on mentoring and supporting their founders. The first batch of 13 founders have been mentored consistently over the period of six months. The founders are encouraged to approach SonderConnect even after their graduation from our mentoring program. Over the next few years their goal is to become the ultimate women entrepreneurs support and mentoring group. India being the oasis of startups, we believe there is immense potential for women lead organizations.
Their fearless leader is Lathika Pai, who is a serial entrepreneur and has over 20 years of experience in entrepreneurship. Her team consists of: Vaishali Kasture, Sejal Shah Gulati, and Anju Shenoy -- all amazing leaders and change makers. I have dinner with them each and every time I head to India!
Girls in Tech is focused on the engagement, education and empowerment of girls and women who are passionate about technology. Adriana Gascoigne founded GIT in 2007 to create a support framework to help women advance their careers in STEM fields. GIT has more than 50K members around the world!
Today, GIT aims to accelerate the growth of innovative women entering into the high-tech industry and building startups. They achieve this through the creation of proprietary, innovative programming and strategic global partnerships.
Today, I met with the new head of GIT Berlin, the fearless Nakeema Stefflbauer. She is founder of her startup helping everyone learn how to code, understand architecture, and more.
She is passionate about changing the game in Europe - especially the hub of entrepreneurship Berlin!
Women of the Channel - Bob Demarzo - Yes, men are supporting this new economy too!
The Women of the Channel connects women in telcom and IT Channels for the purpose of collaborating to grow their businesses, and to support each other with best practices and mentoring. Bob has his right hand leader -- Allison Hughes -- running the event, but Bob is actively engaged and very supportive.
Our discussion today was around how to help startups in the channel / sales aspects and to ensure that female founders and VCs are well represented!
The Lowe's Difference: My Thoughts From Their Leadership Summit
The Lowe's Difference:
I had the honor of participating in the Lowe’s Leadership Summit.
It all began a story. And a packed room of amazing women leaders from throughout the world.
Here’s what I took away!
- Lowe’s Women’s Diversity is Strong. Did you know when they send the note out about the Women’s Leadership meeting, it would fill up in less than one hour? They expanded the room this year, and added more people from Canada, India, and beyond. They mean business. They are amazing women!
- Leadership matters. Robert Niblock, their CEO, stayed the entire meeting. He didn’t sneak away for calls or meetings and truly participated. Women’s leadership at Lowe’s is important to him. Jennifer Weber, the CHRO, of Lowe’s led the meeting and participated the entire time. This participation showed me that Lowe’s knows that diversity matters. It is not just a nice to have.
3. Inspirational Takeaways from Amy Cuddy, Alison Levine and Kristan Seaford
- Success isn’t always about going up, sometimes it goes up, down and sideways – embrace and learn – Alison Levine
- Hope can change lives and business – Never give up – Kristan Seaford
- Feedback is free. Growth is optional. Anna Marie Chavez
- The Power Pose is backed up with real data. Make the change – Amy Cuddy
4. Startups + Enterprise = Innovation and it is alive and well at Lowe’s. Lowe’s Innovation Lab’s is all about disruptive technologies, including shipping a 3D printer to the International Space Station to help astronauts print parts and tools on demand. They also developed the Holoroom, a VR headset to help shoppers visualize bathroom and kitchen improvements. The Woman of Lowe’s have phenomenal ideas that can help innovate Lowe’s into the next generation.
5. Have common values and goals. The key to making any relationship work is to have a common vision as the foundation. The entire day was based on the value based structure of Lowe’s.
- Be a part of something bigger
- Make a difference in somebody’s life every day
- Listen intently, sense and respond
- Be who we say we are
- Give your best always
My Summary
My favorite quote is “Tell me the facts and I’ll believe, but tell me a story and it will live in my heart forever!”. This Summit for Leadership and Innovation was a set of stories that will live in my heart forever. From Jennifer’s opening, to Robert – the CEO – stories about each of the values, this conference was a driver to more innovative approaches through diversity of thought.
Dads of Daughters - Secret Weapon for Changes in STEM
Diversity Drives Innovation
Diversity drives innovation. According to HBR, employees of firms with diversity are 45% likelier to report a growth in market share over the previous year and 70% likelier to report that the firm captured a new market. But companies have driven for this goal for a while attempting to do the same things to make change. Albert Einstein once said that doing the same thing over and over again and expecting a different result is insanity.
And change is needed. While over 50% of today’s consumer purchases are made by women, where products are designed and funded, women are underrepresented. Only 6% of venture capitalists and 16% of founders and their teams are women today.
What should we do differently to drive a change?
Women have been supporting each other since the early days of quilting circles to lean in circles from Sheryl Sandburg. And while these groups are important and valuable (I am on the board of Girls in Tech, and WITI as well as on the advisory board of GSV Reboot), we need to do some things differently to drive change. To move to the next phase of driving more women into leadership roles in enterprise, startups and venture capitalists, we need women and men working to change structural circles by co creating together.
Dads of Daughters - Secret Weapon for Diversity in STEM
I have successfully run diversity groups in large organizations. Companies often ask me the secret of the success and while there are a few, one of the biggest was bringing in dads with daughters to play a role. Why?
Every movement must have a personal passion. Dads of daughters have the passion for making progress as they do not want their daughters to face what women today face. Daughters encouraged by their dads are twice as likely to graduate from high school, and score higher on STEM subjects.
By having dads of daughters and women and girls coding, designing, and disrupting around healthcare, safety, wearables, financial services, and more, we can showcase talent to corporations and startups, and really start the movement of change. I have dads of daughters in the advisory board positions of diversity groups and on my teams.
For one project, I carefully selected my partner in the work effort based on his background. He was a dad with a daughter. Once I explained our work to hire more diverse candidates in tech, he got it intellectually but more importantly, he got it emotionally. He did not want his daughter earning less or not feeling included just because she was a woman. Winning his mind and his heart showed in his passion and preparedness for our meetings.
If a startup begins with 10 people and 3 of them are women, the ratio as the company grows remains the same. We are going to fix the gender diversity epidemic in Silicon Valley engaging 100% of the population. We know that gender diverse companies outperform those who aren’t...so it isn’t charity. And we know if at least 3 of the first 10 folks in a company are women, it will mean hundreds more women when the company hits 1000 employees.
DoDs: Dads of Daughters
So what do you do? If you are a start-up, start early hiring a diverse and talented team. If you are an enterprise, engage dads of daughters in your efforts for inclusion, hiring, and promotion. You will be surprised at how much having 100% of the team on the field makes a difference!
Women Rock! Paper Scissors! TedX Talk!
Honoring Robin Carey, a social media legend at SXSW - Saturday 5pm
Today I am pleased to share my condolences related to a well-known social media figure who passed last year. Robin Fray Carey founded Social Media Today, one of the first companies to manage online B2B communities that connect large organizations with people that they want to influence.
The Global Entrepreneur Program from IBM Rocks!
Find out more about our Global Entrepreneur Program while attending InterConnect 2016!
https://developer.ibm.com/startups/
@Sandy_Carter
5 Power Women Who Rocked IBM Interconnect
I loved Interconnect this year due to the great people who I met and expanded relationships with at the event.
Here's my highlights so that I can share these amazing people!
- Amy Wilkenson - Author of Creator Code - Amy wrote the book that outlines the 6 characteristics of the most successful US entrepreneurs based on her personal research
- Tamara McCleaery - Creator of RelationShift - Social media extraordinaire and passionate supporter of Women in Tech.
- Adriana Gascoigne - CEO of Girls in Tech - an amazing speaker and leader of the outstanding group helping to fill our pipeline and help women in tech.
- Connie Mester, Founder and CEO of Thrive 4-7 - is driving to help well being with an app that is designed to help chronic stress, illness or workplace behaviors so that employees can live healthier, more productive lives
- Jane Russenberger, Director, Genetics and Breeding, Guiding Eyes for the Blind - who is using technology to help increase the number of guiding eye dogs for those in need.
As you can see, these women are not only driving strong ROI for business, and using technology, but they are changing the world. They touch relationships, health, business, the disadvantaged, and mental health. I feel honored to have met each of them!
Happy Valentine's Day!
Lessons from Startups !
These start up lessons are among the most valuable! Did you know that the top 4 startup lessons make up 80% of struggles that startups have?
I love the fact that being an entrepreneur is a club -- sharing is part of it. And that makes the startup nation lessons even more powerful and drives all boats to rise !
Let me know what you think of these lessons or others that have taught you!
HAPPY THANKSGIVING! Fun topic: Why do we call it a Turkey!? #socbiz #cloud #thanksgiving
Why Do We Call It a Turkey?
Turkey—the bird itself—is native to North America. But the name turkey is a geographic pretzel. As you might suspect, the English term for the bird comes from a country called Turkey. But more precisely, the word stems from Turkish merchants who, in the 16th century, imported guinea fowls to Europe, where they were called Turkey-Hens.
When similar birds were found in the Americas, they were mistaken as Turkey-Hens. So the name Turkey stuck and is now used worldwide for the bird.
