O'Reilly logo

The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value by Patrick Barwise, Thomas Barta

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

POWER #12

Aim Higher

Your central question:

What’s your marketing leadership vision?

The Logo on Times Square

When Simon Kang took charge of LG’s appliances business in the United States in early 2000, few people would have put money on his chances of success.

To start with, there was no real US business. Lucky Goldstar, the previous brand name, had been launched there with few products and a shoestring budget. Awareness of the new LG brand was minimal.

Simon’s business background was mostly in finance. He hadn’t done much marketing before, and he knew little about brand building. With little budget and support, the odds weren’t in his favor.

Then one evening, while resting on the sofa after a long day in the office, Simon had a dream: “I ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required