Speed Of Culture Podcast Interview | HP's CMO John Koller on Customer-Centricity & AI in Branding and Marketing

 “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.”

From gaming to technology sectors, Koller's illustrious career has shown he knows a thing or two about the crucial role customer-centric strategies play in the overall success of a brand. Currently, as the Global CMO and Senior VP of Marketing at tech leader HP, Koller leads various marketing strategies geared toward turning innovation into success stories.The Value of Customer-Centricity & Investment in BrandsTop on Koller's list of priorities is the customer and not without good reason. Koller argues that the success of a brand hinges on its ability to stay relevant and valuable to its consumers. This means, simply put, keeping the customer as the focal point of every strategy, every decision, and every product development effort.For Koller, the investment in a brand should go beyond merely selling products. It should also focus on creating an identity that resonates with consumers - an identity that is built around their lifestyles and preferences. The importance of this customer-centric approach on the return on investment cannot be overstated. eCommerce, Printing, and the Remote Work BoomThe shift to remote and hybrid work environments has sparked a surge in demand for home offices, and with this rise, the demand for printing solutions has never been higher. Koller recognizes that meeting the needs of a diverse and evolving customer base calls for businesses to rethink their product offerings. The conventional one-size-fits-all approach to products simply does not cut it anymore.Beyond 2024: Leveraging First-Party Data in MarketingKoller is a firm believer in the power of first-party data in marketing. As the use of cookies becomes more restricted, marketers find themselves tasked with striking a balance between personalization and privacy. Koller's answer? Relationships.Building and maintaining relationships with customers offer a gold mine of accurate and dependable data. This wealth of information can then be factored into direct advertising campaigns for tangible outcomes.Artificial Intelligence: The Future of Technology and MediaAsk Koller about the future of technology and media, and without missing a beat, he'll tell you it's artificial intelligence. In a rapidly evolving business world, speed and agility are paramount, and AI plays a key role in enhancing these.Businesses looking to transcend the typical should consider investing in AI technologies. Not only does this enhance business efficiency and response times, but it also aids in leveraging data for those making a start with minimal first-party data.Wrapping UpTechnological challenges and trends are volatile, but with agility, a keen focus on the customer, and innovative solutions and services, brands can not only survive but also thrive.If you're keen to hear more about John Koller's insights into marketing, branding, and technology, tune in to the Speed of Culture Podcast episode via the links below:Listen on Spotify: https://open.spotify.com/show/0uT4r3klBUv8lzQe2PgW1JListen on Apple Podcasts: https://podcasts.apple.com/us/podcast/the-speed-of-culture-podcast/id1617896513