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LAOP 2019 · No. 17
Ronalee Zarate-Bayani; Jochen Koedijk
The reality is, technology and society have changed faster than we as professionals can catch up.
Ronalee Zarate-Bayani
Two marketers took on brand and identity. Ronalee Zarate-Bayani, then CMO of the Los Angeles Rams, described rebuilding a team that had left its fans twice, with fan councils and Día de los Muertos shirts quietly left in players' lockers. Jochen Koedijk, CMO at ADT, admitted that a 145-year-old brand with 98% awareness still reads as grandpa's alarm system, rated his company a four out of ten on knowing its customers, and bet on technology over people.
Read the Forbes columnTake the Conviction Diagnostic. In three minutes, see where you've traded who you are for who the room wanted, and exactly where to begin reclaiming it.
His story starts where reinvention did: a family that left everything behind for a new country and refused to call it loss. Cuban Roots →
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