About Jesper Colding
Jesper Colding is now transitioning to a new role in Mengniu, where he will head Strategy and M&A, while continuing to report to the CEO in a Vice President capacity. The move is a natural evolution of his work in the past two years to help Mengniu establish a marketing foundation and direction. He will hand over those responsibilities—at the right moment—to enable further acceleration of marketing’s effects for Mengniu.
Before joining Inner Mongolia Mengniu he was the Senior Vice President of Arla Foods in Global Categories and Operations from September 2009.
From January 2007 he worked as the General Manager of Royal Unibrew Baltic countries, a leading beer and beverage company in the region.
From 1994 to 2007, Mr. Colding had taken various roles within sales/marketing in P&G and worked in leading roles in Denmark, Sweden, and Norway before he worked as an Associate Director in P&G Malaysia/Singapore.
He has extensive experience in sales/marketing and general management and a record of building strong organizations and results. Mr. Colding obtained a Bachelor’s degree in Macro Economics and a Master of International Marketing from Southern Denmark University and Denver University in USA.
Jesper Colding was named an Internationalist of the Year in 2013.
TABLE OF CONTENTS
FOREWORD by Bob Liodice
RETHINKING Accepted Notions of BrandBuilding
- Lee Nadler Shares how Passion is at the Heart of MINI’s Powerful Image
- Carmen d’Ascendis of Brown-Forman Explains How to Keep an International Brand Relevant… When Relevance is Increasingly a Moving Target.
- Jason Hill Shares how GE has Moved from Advertiser to Publisher of Content on a Global Stage
TRANSFORMATION as an Essential Way Forward
- Pete Blackshaw Outlines Nestlé’s Digital Transformation to Build Brands and Delight Consumers
- Huawei’s Amy Lou Discusses How Building an Ecosystem Challenges Marketers to Embrace Transformation
- Barbara Basney of Xerox Talks about the Global Transformation of a Legacy Brand
CHALLENGING the Status Quo to Create New Frameworks
- Simon Sproule Builds Tesla’s Global Image in a New World by Challenging Classic Marketing Concepts
- The Ritz-Carlton’s Clayton Ruebensaal Envisions a New Era of Brand Communications
- Dana Anderson of Mondelēz Embraces Marketing Reinvention through Creativity and Collaboration
PURPOSE Instilling Purpose by Thinking through New Actions
- Itaú Unibanco’s CMO Fernando Chacon is Revolutionizing a Bank’s Marketing to “Change People’s World for the Better.”
- Zita Cassizzi Discusses TOMS’ Sustainable Giving through Business in a Digital World
- Morten Albæk of Vestas Rewrites the Rules of Business Marketing for a Transparent, Connected World
LEADERSHIP New Views of Marketing Leadership
- Colgate Palmolive’s Nadine Karp McHugh Talks about Creative Problem-Solving and Change Leadership to Navigate a New Marketing World
- Mengniu’s Jesper Colding, originally from Denmark, Leads one of China’s Key Companies to Become a Brand-Building Organization
- Joe Tripodi of Coca-Cola Discusses the New Ideals of Marketing Leadership
Return to Reinvention of Marketing
How to Purchase The Reinvention of Marketing
Available from The Internationalist Press in Hardcover or Paperback with Shipping to North America, Europe and China.
A Kindle Version is available from Amazon.