CMO Radio welcomes Michael Guillroy, head of worldwide corporate brand communications of Texas Instruments.
Most people think of TI for its calculators, but the global semiconductor company actually has more than 100,000 products in its repertoire. “The calculator division is actually the smallest business unit within TI,” Guillroy said. Find out how he uses a 360-degree customer engagement view to transcend TI from a standard B2B company into what he calls an E2E (engineer-to-engineer) company.
Guillroy is also in charge of TI’s global brand management. Learn how he stays in touch with multiple regions and ensures the company’s managers worldwide are working from the same page. Indeed, building a global brand--and then maintaining it--can be difficult; learn from one of the best in the business in this episode of CMO Radio.
Among the highlights:
- Building a community among its audience of engineers (5:07)
- Developing a customer-forward mind-set (12:00)
- Managing regions that go “off the rails” with the brand (19:20)
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