TRENDSETTERS: Ogilvy’s Chairman, John Seifert, Discusses a New Hierarchy of Branding

John Seifert, Chairman of Ogilvy & Mather North America has not only worked around the world for 30 years, but has worked with all of Ogilvy’s global clients—American Express, Unilever, Kraft, IBM, Kodak, etc. He also has the rare experience of working across all communication disciplines – from advertising to direct marketing to PR to sales promotion. His experience provides a unique vantage point to understanding advertisers’ needs today.

One of the biggest challenges he sees for marketing in these times is what he calls "the trust gap." According to Seifert, "Managing and building a brand in today's environment of distrust is more important than ever, and the role of the corporate brand has never been more essential."

He recognizes a New Hierarchy of Branding.

"We have moved beyond concepts of brand image and of corporate culture. Instead, the future of the brand is now increasingly based on how it connects with society in a larger context. Not only does a consumer have to weigh in on a brand, but society must, too. Customers will now reevaluate what matters most about a brand with a new sense of shared responsibility with that brand owner." MORE