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2025-09-0100 min
Lion's Share: The Research CastMKTG 556 | Session 3 | When and how Board Members with Marketing Experience Facilitate Firm GrowthMKTG 556 | Session 3 | When and how Board Members with Marketing Experience Facilitate Firm Growth - 2018 Kimberly A. Whitler, Ryan Krause, & Donald R. Lehmann Introduction: Scholars have expressed concern that marketing's influence at the strategic levels of the firm is waning. Consistent with this view, only 2.6% of firms' board members have marketing experience. The authors suggest that this is shortsighted and that including more marketing-experienced board members (MEBMs) will increase firm growth by (1) helping firms prioritize growth as a strategic objective and (2) contributing their expertise to improve the effectiveness of revenue growth strategies. Drawing on t...
2025-08-1716 min
Opinion Party | The Marketing PodcastOpinion Party: Season 1 GuestsOpinion Party, the marketing podcast, examines the most pervasive myths in modern marketing through the cold, cruel lens of data. Season 1 features hosts Laura Jones (CEO, BAV Group) and Jason Gaikowski (Chief Transformation Officer, VML) as they welcome guests from across the branding and marketing spectrum. Don't miss any of our season 1 Guests: John Sabine - Merriam-Webster Social Media Guru Jason Falls - Winfluence Tina Cartwright - Rebranding Motherhood Fumi Abe - Comedian/Ex BAV-er Kimberly Whitler - UVA Darden School of Business Peter Everett - Global CMO General MillsSamuel Monnie - Purpose Hive
2025-06-2400 minOpinion Party | The Marketing PodcastShould Brands Take a Stand? w/Kimberly A. WhitlerIn this episode of Opinion Party, hosts Laura Jones and Jason Gaikowski engage in a deep discussion about whether brands should take a stand on social issues. They explore the data behind brand loyalty, the complexities of consumer reactions to activism, and the role of CEOs in navigating these challenges. Professor Kimberly Whitler joins the conversation, sharing her insights on the impact of marketing on corporate governance and the importance of authenticity in brand activism. The episode concludes with best practices for marketers and the significance of understanding consumer perspectives.Key TakeawaysBrands face significant fragmentation...
2025-06-0356 minOpinion Party | The Marketing PodcastPreview: Should Brands Take a Stand? w/Kimberly A. WhitlerIn Season 1, Episode 6, of Opinion Party, hosts Laura Jones and Jason Gaikowski engage in a deep discussion about whether brands should take a stand on social issues. They explore the data behind brand loyalty, the complexities of consumer reactions to activism, and the role of CEOs in navigating these challenges. Professor Kimberly Whitler joins the conversation, sharing her insights on the impact of marketing on corporate governance and the importance of authenticity in brand activism. The episode concludes with best practices for marketers and the significance of understanding consumer perspectives.Find us at https://www.theopinionparty...
2025-05-2802 min
CMO Leadership | How top Chief Marketing Officers (CMOs) build high-performing marketing teams with Ty HayesDesign your marketing team structure to fit your company's growth stageJonathan Metrick, Operating Partner at Sagard joins us on the episode today. In this episode, we discuss: Jonathan’s role at Sagard and how investment companies have shifted their focus from growth at any cost, to sustainable growth and profitability and how crucial this is post 2022. The research report that Jonathan and co-author Kimberly Whitler released this year to help answer a common CMO question - how to design a marketing team structure and how this should change as a company scales. Jonathan shares the three company growth stages identified in the report - early, developing and m...
2023-12-1947 min
UVA SpeaksImpact of Socio-Political Activism on Brands and CompaniesOn this UVA Speaks podcast, Kimberly Whitler, the Frank M. Sands Sr. Associate Professor of Business Administration at the Darden School of Business, discusses the backlash large companies and brands (like Nike and Bud Light) have experienced when taking socio-political stances. Whitler contends that taking a stand on social issues can destroy a brand's reputation and that CEOs and Chief Marketing Officers need to use data and research to understand their consumers to minimize the impact on their reputation and bottom line.
Transcripts of the audio broadcast can be found here.
Kimberly Whitler is the Frank M. Sands Sr. As...
2023-10-1626 min
The Business Storytelling Podcast575: How college student-athletes can build their brand to monetize it - a chat with Kim WhitlerKimberly Whitler returns to the show to discuss her new book "Athlete Brands." We will discuss how college athletes can improve their brands to monetize them.
Join us and grab a copy of Kim's book here: https://amzn.to/3GP92KK
Don‘t miss these previous episodes:
How to use LinkedIn newsletters
Announcing a new job on LinkedIn
How executives can build their brand
2023-02-1926 min
On Branding PodcastHow To Create Strategic Positioning with Kimberly A. WhitlerLearn how to create strategic positioning. In the 42nd episode of the On Branding Podcast, Arek Dvornechuck interviews Kimberly A. Whitler, and we talk about brand positioning.
Check out Kimberly's book! 👉 "Positioning for Advantage" (https://amzn.to/3eBB8eE)
Learn more: ➡️ https://www.ebaqdesign.com/podcast/42
2022-02-2827 min
The Business Storytelling Podcast453: Author chat: Positioning for Advantage with Kimberly WhitlerKim joins me to discuss techniques and strategies to grow brand value - a topic she discusses in her book.
We discuss:
What is positioning for advantage?
Why it matters
What's a superior brand?
How to move forward positioning for your advantage
And more...
Join us.
Check out her book here: https://amzn.to/3BiKSn8
2022-01-2327 min
Renegade Thinkers Unite (Marketing)273: Honing Your Decision-Making Chops for 2022Decisions, decisions. We encounter them every day. Like whether to snooze your alarm one more time. What way to make your eggs in the morning. Whether or not your B2B brand strategy is in need of a revamp. Yes, some decisions are much more difficult than others, and in this episode, we’ll be discussing how to make great ones with CMOs Jennifer Davis of LEARFIELD and Jon Miller of Demandbase, as well as special guest Professor Kimberly Whitler of UVA’s Darden School of Business. Tune in while we cover how to conquer decision making (Hint from Jennifer: Deci...
2021-12-3155 min
Renegade Marketers UniteHoning Your Decision-Making Chops for 2022Decisions, decisions. We encounter them every day. Like whether to snooze your alarm one more time. What way to make your eggs in the morning. Whether or not your B2B brand strategy is in need of a revamp. Yes, some decisions are much more difficult than others, and in this episode, we'll be discussing how to make great ones with CMOs Jennifer Davis of LEARFIELD and Jon Miller of Demandbase, as well as special guest Professor Kimberly Whitler of UVA's Darden School of Business. Tune in while we cover how to conquer decision making (Hint from...
2021-12-3155 min
Champagne StrategyKimberly A. Whitler - Positioning Strategy - How to position brands and products for strategic advantage - S2 Ep12If you think positioning strategy is a bunch of fluffy brand-purpose-laden statements mixed with a few dual-axis, positioning maps, you’re in for a rude awakening. Because as you'll soon discover, that's not what professional positioning strategists do.
Kimberly A. Whitler is perhaps most famous for her book on this topic, and positioning strategy is what we initially aim to talk about, but what comes out in the wash during this discussion are lashings of strategic wisdom any senior leader, serious about growth would be interested in. She has a wealth of experience spent working with brands lik...
2021-12-201h 14
Marketing Today with Alan Hart290: Becoming a Transformation Agent with Onriva’s George CorbinGeorge Corbin is a Board Director at Edgewell Personal Care and is the COO of Onriva, a next-generation, AI-powered, travel marketplace.In this episode, Alan and George talk about his career path, which includes consulting through the boom and bust of the internet, becoming Chief Digital Officer at Marriott, leading their digital transformation, and making his way to a position on Edgewell's board.Throughout their conversation they discuss lessons learned through leading digital transformation, what that means for the marketing function, and marketers should think about leading a digital transformation. George says, “The best marketers ar...
2021-12-1558 minMarketing Today with Alan Hart287: Bringing Learning to Life with Author Kimberly WhitlerKimberly Whitler is the Frank M Sans Senior Associate Professor of Business Administration at the Darden School of Business at the University of Virginia. In this episode, Alan and Kim talk about the release of her new book Positioning for Advantage, which has been ranked number one in product management on Amazon. They also discuss what positioning is and what value marketers have to a business. Kim's opinion is to keep it simple. She says, “I think a lot of marketing is about making the choices that put you in the best position to win. A big par...
2021-11-2449 min
The PR WeekThe keys to corporate social advocacy, a podcast sponsored by Coyne PRBrands and their leaders are expected to get involved in matters impacting society. Increasingly, consumers are judging organizations on their purpose and ESG initiatives, making key decisions based on their perceptions.Social channels and platforms are where many of these conversations and activities take place. This podcast, featuring Coyne PR’s Tim Schramm and the University of Virginia Darden School of Business’ Kimberly Whitler, drills deep into the opportunities and pitfalls that await brands in this space.Harkening back to a recent Forbes article to which she contributed, Whitler speaks candidly about the dangers brands can...
2021-11-1021 min
The Marketing Book Podcast356 Positioning For Advantage by Kim WhitlerPositioning for Advantage: Techniques and Strategies to Grow Brand Value by Kimberly Whitler About the Book: Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive―that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the "theory-doing gap"―understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Po...
2021-11-051h 28
Dipankar Talks PodcastPositioning of B2C BrandsIn this episode, we have Dr Kimberly Whitler, as our guest, who is a Senior marketing professor at coveted Darden School of Business, Virginia, USA. She consistently writes business and marketing articles in Forbes magazine. She recently has authored a book on Positioning namely - 'Positioning for Advantage', which is a must read for brand managers, CMOs, CEOs, marketing enthusiasts and students. She talks deeply on the positioning in this episode and why is it very important for the brands these days to think and act in a way which shall be beneficial for their brands to stand differently...
2021-09-0326 min
Darden Ideas to ActionWhat Makes a Fortune 100 CEO?Jeff Bezos, Tim Cook, Warren Buffett — you know the names. But how did they come to helm the world’s largest companies? And is there anything we can learn from their stories that might suggest lessons about how they made it to the top? Professor Kimberly Whitler looked into the education and career choices of every Fortune 100 CEO and made some surprising discoveries.
2020-01-0910 min
HBR IdeaCastHow China Is Upending Western Marketing PracticesKimberly Whitler, assistant professor at the University of Virginia Darden School of Business, believes the days of transplanting well-worn Western marketing practices into national markets may be numbered. She has researched marketing campaigns in China and finds they are faster, cheaper, and often more effective than traditional Western ones. Moreover, she argues they may be better suited to today’s global marketplace. Whitler is the author of the HBR article “What Western Marketers Can Learn from China.”
2019-04-3023 min
This Week in BusinessDavid's Bridal Files for BankruptcyDavid's Bridal filed for Chapter 11 bankruptcy last week. The Pennsylvania-based retailer at one point claimed one-in-three U.S. brides purchased their dresses in its stores, but it wasn't enough to keep it profitable. It is likely that missteps in management of the company have a lot to do with David's Bridal's decline, but like many other retail chains, it's also facing competition from on line companies as well as changing trends. Host Dan Loney talks with Kimberly Whitler, Assistant Professor of Business Administration at the University of Virginia’s Darden School of Business and former CMO of David’s Bridal, Jennifer Specto...
2018-11-2924 min
Experience This!EP045: Mazes, Phrases, and Passports!Learn about the less-than-straight path of the typical B2B customer, the power of words as demonstrated by the one and only Mr. Rogers, and The Department of State’s efforts to make the customer journey efficient and effective! Bite-Sized Delight From the Episode: • How the non-linear, B2B customer journey is filled with efforts to find information, validate that information, and then align the seven internal stakeholders who need to buy in. • How Mr. Rogers applied a 9 step process to make sure his language and messaging was understood by everyone in his audience. • How The Uni...
2018-10-2328 min
Built to Scale | B2B SaaS EditionMarketing Enablement: Aligning Marketing & Sales To Drive Revenue [with Debbie Qaqish]In this podcast session, I had the opportunity to speak again with Debbie Qaqish who is the Principal and Chief Strategy Officer of The Pedowitz Group – a Revenue Marketing™ firm that helps B2B companies and their marketing leaders transform marketing from a cost centre to a revenue centre. In it, we discussed the topic of marketing enablement, which is an emerging marketing function. Specifically, we consider what it is and how it could help B2B companies align marketing and sales to drive revenue growth. For those not familiar with Debbie, she is a nati...
2018-09-2400 min
The Scott King ShowThe Challenges of Being a CMO – Kimberly A. WhitlerAssistant Professor Kimberly A. Whitler (@KimWhitler) recently released The Trouble with CMOs in Harvard Business Review. The article summarizes years of analysis on CMOs job descriptions, educations and how expectations rarely align to their actual job responsibilities. 80% of CEOs are unhappy with the CMO and 74% of CMOs say they could have a greater […]
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2017-07-1300 min
The Scott King ShowThe Challenges of Being a CMO – Kimberly A. WhitlerAssistant Professor Kimberly A. Whitler (@KimWhitler) recently released “The Trouble with CMOs” in Harvard Business Review. The article summarizes years of analysis on CMOs’ job descriptions, educations and how expectations rarely align to their actual job responsibilities. 80% of CEOs are unhappy with the CMO and 74% of CMOs say they could have a greater …
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2017-07-1300 minMarketing Today with Alan Hart17: Marketing Talent, The Future of Marketing Leadership, Buick & Allen Edmonds Case StudiesPart 2 with Kimberly Whitler, Forbes contributor and Assistant Marketing Professor at the University of Virginia Darden School of Business, sat down with Alan Hart to discuss her recent research looking at company performance, corporate board composition and the CMO. Did you know purely analytical CMOs are correlated to poor company performance? What is the future of markting leadership? Plus case studies from Buick and Allen Edmonds. Find out what you need to know in this episode of the Marketing Today Podcast.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy inf...
2015-12-0220 minMarketing Today with Alan Hart16: Corporate Boards, Future CMOs and Impact on Company PerformancePart 1 with Kimberly Whitler, Forbes contributor and Assistant Marketing Professor at the University of Virginia Darden School of Business, sat down with Alan Hart to discuss her recent research looking at company performance, corporate board composition and the CMO. Did you know purely analytical CMOs are correlated to poor company performance? Did you know that marketing experience on the board can increase company performance? Find out what you need to know in this episode of the Marketing Today Podcast.Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information.
2015-11-1817 min