Meet the Expert
Mike Goefft
Managing Director, DDW SF
Mike is Managing Director at DDW, a consultancy specializing in brand story and brand design. Clients include Amazon, Anheuser-Busch, Starbucks, Campbell's, and Sprint. DDW helps brands succeed in the complex, constantly moving 21st Century marketplace. Through fresh brand design rooted in deep brand story, DDW's work engages the changing expectations of the 21st Century consumer.
Prior to DDW, Mike has held senior leadership positions at Deutsch LA, Y&R SF, Doremus, Publicis & Hal Riney, JWT Sydney, and Ogilvy London. Mike started his career in Brand Management at P&G and holds an MBA from the Kellogg School of Management at Northwestern University. Mike and his wife Cindy live in San Anselmo, California and are the proud parents of Hanna and Lucas. When he’s not working, you‘ll find Mike either mountain biking, playing with his blues band, or cooking.
Specialties: Brand strategy, marketing strategy, brand experience design, packaging, integrated marketing communications, digital communications, global account management, business development, agency operations, experiential marketing
Prior to DDW, Mike has held senior leadership positions at Deutsch LA, Y&R SF, Doremus, Publicis & Hal Riney, JWT Sydney, and Ogilvy London. Mike started his career in Brand Management at P&G and holds an MBA from the Kellogg School of Management at Northwestern University. Mike and his wife Cindy live in San Anselmo, California and are the proud parents of Hanna and Lucas. When he’s not working, you‘ll find Mike either mountain biking, playing with his blues band, or cooking.
Specialties: Brand strategy, marketing strategy, brand experience design, packaging, integrated marketing communications, digital communications, global account management, business development, agency operations, experiential marketing
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Integrated Marketing Communications
Managing Director, DDW SF
Risks & Opportunities
Risks
- An integrated marketing communications plan is particularly important in those industries that are highly dependent on customer relationships and securing customer loyalty (like consumer packaged goods). These companies place a high value on brand building and innovation because marketing is the source of their competitive advantage. In other types of industries, for example, financial services and some B2B organizations, marketing makes a significant contribution, but it hasn’t historically been seen as the key driver of the business. This has changed recently as large B2B brands like IBM, GE and Corning have demonstrated the power of integrated branded communications in a B2B context.
- An ineffective integrated marketing communications plan may be lead to inconsistent messages and communication that dilute the effectiveness of brand campaigns.
- An ineffective integrated marketing communications plan contributes to wasted time and resources as individual business functions may work to develop their own sets of messaging and communication tools. This risk can be exacerbated later on when an IMC program is put in place as there may be legacy resistance to removing or altering these existing communications.
Opportunities
- Effective integrated marketing communications drives sales and builds brand equity over time. The strongest brands in the world are the most profitable (think Apple).
- Effective integrated marketing communications makes messages more consistent and credible. Over time, this serves to solidify product positioning in the mind of the consumer and helps drive desired outcomes in brand comparisons.
- Effective integrated marketing communications lends itself to relationship marketing, meaning customers develop an increased affinity and preference for the brand that, in some cases, may last a lifetime.
Integrated Marketing Communications:
Risks & Opportunities
Expert Topic