About Lee Nadler
Over a 20+ year career, Lee Nadler has lead marketing for several successful companies and initiatives, including: DoubleClick which he joined in 1996 as its’ first head of marketing and then establishing DoubleClick Japan and Australia; launching new products and partnerships for BMW; creating unique promotions for Snapple; penetrating new markets for Yahoo!; shaping the presentation for NYC to host the Super Bowl; and recently expanding the brand platform for Gilt Groupe.
Lee has also built and led two marketing agencies/firms. He was CEO of Digital Pulp until late 2001, one the leading digital marketing agencies in the US at the time. Sherpa Marketing was formed in 2002 to collaborate closely with great companies and inspiring individuals to reach their Summit of Success.
In May 2012, Lee joined the BMW Group as Marketing Communications Manager for MINI. He is responsible for managing unique, multichannel, MINIcentric marketing programs in US. He oversees MINI’s three agencies and has overall responsibility for: online and offline advertising creative & media; MINIUSA.com on all platforms, digital/video marketing, social channels, multicultural marketing and research. He lives in NYC with his wife and daughter and currently Motors in a tricked out 2014 MINI Countryman Cooper S nick-named “Bluepee Oreo.”
Beyond his functional expertise, Lee has gained a unique perspective by learning from Sherpas, on two trips to the Himalayas, including a month long trek to Mt. Everest in 2012.
It started in 1998 when he was invited on an Expedition with other marketers who provided pro-bono advertising to the non-profit Outward Bound. They trekked through the Annapurna foothills of Nepal with Sherpa guides. That experience opened Lee to the unique Sherpa culture and spirit. And it provided a fresh perspective that he incorporated into his life and business.
Among those Sherpa principles are: Leading with quiet confidence. Commitment to team. Sense of purpose. Positive energy. Calm during tense situations. Acceptance of mistakes. Perseverance. Selflessness. Compassion. Trustworthiness. And laser-like focus on achieving a goal. The principles have become Lee Nadler’s guideposts. He maintains a blog at www.TheSherpaPath.com.
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.