Greg Licciardi - The Modern-Day "Holy Grail" of Marketing

SEASON: 5 EPISODE: 36

Episode Overview:

Welcome back to the Becoming Preferred podcast, where we help you become the emotional favorite in your market. Today we are in for a masterclass on a topic that is the very foundation of all business success: marketing. My guest is someone who has spent his entire career at the intersection of brand strategy, consumer behavior, and marketing innovation.

We have the privilege of sitting down with Greg Licciardi. As the Vice President of Sponsorships and Partner Programs at the Association of National Advertisers, the ANA, he works with some of the most influential brands in the world, helping them elevate their campaigns and connect with their audience. With an MBA from Fordham and over a decade of experience as an Adjunct Professor of Marketing, he’s not just a practitioner; he's an educator who understands the principles behind what works. He’s also the author of the new book, The Holy Grail of Marketing. From American Express to Univision, Greg has consistently delivered award-winning results and today he's here to share his hard-won wisdom with all of us. Get ready to rethink how you approach your marketing efforts. Join me for my conversation with Greg Licciardi.

Guest Bio:

Greg Licciardi received his MBA from Fordham University and his undergraduate degree from Rutgers University. He has been an Adjunct Professor of Marketing at Fordham and Seton Hall universities for the past ten years.

As Vice President of Sponsorships and Partner Programs at the ANA, Association of National Advertisers, he consults with leading brands on how to elevate their marketing campaigns using the ANA's vast resources and events. He has also held senior leadership roles at American Express, Univision and Worth Media Group where he has won numerous awards.

Resource Links:

• Website: https://holygrailofmarketing.com/
• Product Link: https://www.amazon.com/Holy-Grail-Marketing-Greg-Licciardi/dp/B0F8KP9TNK/ref=sr_1_1?crid=4EP267K9ERYG&dib=eyJ2IjoiMSJ9.gylKSSBpgd1EJTYsGOSWvsJ-OmqnSJ8W62eDJe8pD3d7tcz7MXDrpeX9AtE_ziw1KqzF_wMbRCy4EPL2ypRVQq4nYCMnoAOSol0dAEWtqSGlh9vfeJ74nYHuWGWqmlIKw3W-DIs

Insight Gold Timestamps:

03:37 This is a really good question because marketing has changed greatly

06:11 Your book is entitled The Holy Grail of Marketing

07:19 I  started researching other companies that were doing it really well

10:06 My goal with the book is to make it the must read modern day marketing book

11:08  I love the whole point of the right message at the right time, with the right individual and in the right environment

12:04  That's the positive side of AI, personalization with authenticity

14:18  How can we stop the customer from burning calories?

16:18 In that chapter I write about how sales and marketing are increasingly converging

21:10 I still teach the four Ps of marketing: Price, Product, Placement, and Promotion

23:30  I write about that in the book. I'm so happy you brought that up...the why

24:24  He calls it, What's your because?

25:30  A lot of today is about storytelling

28:05  Brands can't lose sight of the value of brand purpose

30:26  One campaign doesn't fit all niches

33:02  You also have to be...