Wharton Business Radio

Marketing Matters: March 6, 2019

Hosts Americus Reed and Barbara Kahn are joined by Kristin Flor Perret (Senior Vice President-Global Marketing, WE Communications), Meng Zhu (Associate Professor, Johns Hopkins University), and Joseph Jaffe (Author, “Built to Suck”, HMS Beagle) on the Wednesday, March 6, 2019 edition of Marketing Matters.

Air Date: Wednesday, March 6, 2019 on SiriusXM 132

Joseph Jaffe

Air Time: 5:00 pm
Featuring: Joseph Jaffe

Dr. Meng Zhu

Air Time: 5:30 pm
Featuring: Meng Zhu

Kristin Flor Perret

Air Time: 6:00 pm
Featuring: Kristin Flor Perret

Featured Guests

Kristin Flor Perret

Senior Vice President-Global Marketing, WE Communications

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Kristin Flor Perret has more than thirty years’ experience in marketing and sales, from hand-to-hand selling on the floor to ecommerce to billion dollar enterprise deals.
Kristin has led startups, mid-size enterprises, Fortune 100 companies and agencies through dramatic change and growth. She’s worked agency-side, brand-side, and as a consultant to deliver integrated communications across earned, paid and experiential for some of the biggest B2B and B2C brands on the planet, including Microsoft, Amazon, Cisco, Toyota, Nestlé, Nike, and many more.
Kristin believes every interaction with a brand should add value. To build that value for her clients, she’s helped create massive communities via social channels, influencers and live events. She has also built and led high-performing creative, account and strategy teams for more than fifteen years.
In her current role as SVP of Global Marketing for WE Communications, Kristin works to grow awareness of our services and establish WE as one of the most admired and successful independent communications agencies in the world. Kristin is one of the marketers responsible for managing WE Communications’ international study, Brands in Motion. When it launched last year, Brands in Motion established a new paradigm of brand performance, debunking the value of brand positioning in favor of brand motion, and revealed four new realities brands face in today’s business environment.
The Institute of PR voted the study number two in their 2017 international recognition of great studies for communication professionals. Kristin uses this as a powerful platform to help brands understand and master the forces driving their motion – and how to create deep connections at an emotional and rational level with customers in order to thrive in an ever-changing marketplace.
Kristin understands the importance of balance — she has been a working mother almost her entire career. She lives in a bilingual household, is classically trained in ballet, and spends a lot of time driving to her son’s baseball games.

Full Profile

Meng Zhu

Associate Professor, Johns Hopkins University

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Meng Zhu is an Associate Professor in the research track. She joined the Johns Hopkins Carey Business School right after receiving her PHD (Major: Marketing, Minor: Social and Decision Sciences) from Carnegie Mellon University. Her research broadly falls into the domain of consumer judgment and decision-making. It consists of two independent, yet overlapping streams of inquiry. The first stream explores the psychological and behavioral consequences of resource constraints (e.g., scarcity, urgency, and deadlines). The second steam of her research examines the impact of contextual cues on consumers’ preference construction, such as the efficacy of marketing cues and the potency of comparison standards.
Full Profile

Joseph Jaffe

Author, “Built to Suck”, HMS Beagle

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Joseph Jaffe is a multiple author, serial entrepreneur and one of the most sought-after consultants, speakers and thought leaders on marketing, innovation and change. Joseph is Admiral at the HMS Beagle, a strategic consultancy that helps its clients navigate the journey to survival…because let’s face it; we’re all in the survival business nowadays! HMSB is Jaffe’s third startup venture, after Evol8tion and crayon. He has worked with the likes of Pearson, Nestle, Purina, Steelcase, Colgate-Palmolive, Mondelez International, Keurig Doctor Pepper and many more. Jaffe has written 4 books: Life After The 30-Second Spot, Join the Conversation, Flip the Funnel and Z.E.R.O. His 5th book, Built to Suck: The Inevitable Demise of the Corporation…and How to Save It? will be released in early 2019. Joseph’s impassioned, straight-shooting and honest perspectives have found their way to every major media outlet, including CBS Evening News, ABC World News, Bloomberg, NPR, The Wall Street Journal, New York Times, USA Today, Fortune, Newsweek, Business Week, Ad Age, Adweek and the list continues.

 

Twitter- @jaffejuice
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