Focus & Amplify
Determine the CEO’s core strategic message and then create processes and metrics to amplify that core message from all across the company. Otherwise, your customers and prospects never get the chance to understand why you should get their business.
Audit & Measure
Assess current messaging and communications practices, and identify what has to change to align with CEO’s core message. Otherwise, your company will continue creating and deploying fragmented and ineffective—and ultimately harmful—branding messages.
Optimize & Execute
Refine the CEO’s core message and how it’s communicated across the company and across the world with data-driven metrics providing direction. Otherwise, your company will quickly fall back to what it knows: siloed, product-specific positioning that requires the customer to work too hard at figuring out why he/she should care.
Optimize the Talent
Evaluate people, skills, and capabilities across your Corporate Communications and/or Marketing teams, and realign for optimal execution and impact. Otherwise, your high-potential communications and marketing people will leave because they’re not getting the chance to do great work, and your strategic initiative will be delayed.
Create & Amplify
Showcase the CEO and his/her core message by creating an integrated portfolio of messaging opportunities: on-stage interviews at events, socially driven video clips,thought-leadership blogs, conversations with key customers, and more. Otherwise, no matter how great the core message, it will lack the full credibility and star power of the CEO.
In Today’s Digital Economy, Your Brand Must Amplify Your Customers’ Priorities
Real-World Expertise & Experience
In 2012, when Oracle founder Larry Ellison could have hired anyone in the world to transform Oracle’s corporate communications, he picked Bob Evans. Bob was soon named Oracle’s first Chief Communications Officer.
In 2011, when SAP CEO Bill McDermott wanted to enhance SAP’s customer-centric storytelling and content, he picked Bob Evans to be SAP’s VP of Strategic Communications.
In his 20+-year editorial career, Bob wrote thousands of analytical columns about global business and the tech industry, interviewed hundreds of CEOs around the globe, and drove major media brands to unquestioned market leadership.
Published on Across the past few decades, I’ve had the incredible good fortune to engage with the tech industry and the business world as a reporter, editor, columnist, chief content officer, analyst, and, more recently, as a corporate executive within the tech business.
Published on My brother the hotshot business-school professor once shared with me this truism about academia: “The politics are so vicious because the stakes are so low.” In the tech world, however, a very different type of dynamic is at play, because while the politics of computing are surely getting more vicious by the day, the stakes–today in the tens of billions and soon to reach hundreds of billions–are incredibly high.
Published on Having resigned last week after 4-1/2 wonderful (and crazy!) years at Oracle, I’m thrilled to begin helping companies articulate their new customer value, relevance, and possibilities in today’s consumer-driven, always-on digital world.