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Friday, November 22, 2024
CEOWORLD magazine - Archive in Hugh Kennedy

Hugh Kennedy

Hugh Kennedy

Hugh Kennedy is partner and EVP of Planning at PJA Advertising + Marketing. Hugh also leads PJA’s healthcare practice, and is co-author of The Unconventionals: How Rebel Companies are Changing Markets, Hearts, and Minds—and How You Can Too.Hugh is an opinion columnist for the CEOWORLD magazine.
Businessman and Ladde Of Success
CEO Advisory

Using Your Brand to Drive Change: Taking an Unconventionals View

Many years ago I remember finishing the presentation of a corporate brand campaign to the CEO of a large conglomerate. They needed to update and greatly expand buyers’ perceptions of how their company could address entire workflows, not just build an endless stream of disconnected point products. Three things were...