Today, I’m joined by a forward-thinking CMO for an interesting discussion of Culture = Brand and vice versa. After a successful career at Motorola and other B2C telecos, Brian Mehta joined Trading Technologies to help SHIFT the brand and strategic direction of this B2B company in need of reinvention. Our discussion ranges from formulating a new vision and set of operating principles and growing from a one-trick-pony trading platform to a full stack operating system across capital markets to the important role that great culture plays in preserving the brand in compliance-heavy industries like financial services. Always a sucker for a memorable mnemonic, I’m a huge fan of their 3 C’s for winning brands: Craft (your product), Communication, and Culture – which tells us that most businesses are actually B2P: Business 2 People.
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