This episode of Be Customer Led with Bill Staikos features Ivonne Kinser. Ivonne is the Vice President of Marketing and Innovation for "Avocados from Mexico." She is in charge of the high-performance team and the company's innovation strategy, both of which helped propel "Avocados from Mexico" to the top of the branding category on Fast Company's 2021 list of the world's most innovative companies. Throughout our discussion today, she shares her insights on whether the experience itself is the brand or the brand itself is the experience.
[01:10] Ivonne's Story - Ivonne recounts her journey while discussing her eclectic job. In addition, she describes the company for which she works, "Avocados from Mexico."
[07:31] Innovative Marketing – Ivonne discusses the reason behind combining marketing and innovation and how they function together. She also offers her opinion on whether marketing firms would benefit from incorporating more innovation-related disciplines into their teams or responsibilities.
[11:56] Difficult Balance – Ivonne outlines her approach to marketing while serving all these partners along the value chain.
[17:15] CX – Ivonne presents her views on the customer experience concerning her role in marketing.
[20:37] Brand vs. Experience - Some say the brand is experience. Some say experience is the brand. Ivonne expresses her opinion on whether she agrees or disagrees with a particular camp and the possibilities of connecting the two.
[22:50] The Future - Ivonne explains how she believes marketing will evolve over the next couple of years, and what she means by combining brand and performance is where marketing is headed.
[25:04] Driving Factors - Ivonne outlines some of the ecosystems generating a great deal of change in the marketing sector. In addition, she analyzes if a marketing leader requires any new skills or resources in light of these changes.
[29:44] Inspiration – Ivonne reveals where she finds inspiration.
Resources:
Connect with Ivonne:
LinkedIn: linkedin.com/in/ivonnekinser/
Website: ivonnekinser.com/
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