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SBJ/April 7-13, 2014/People and Pop Culture
Plugged In: Bob Weber, Smithfield
Published April 7, 2014, Page 3
Understanding what that DNA is [for a brand] isn’t an empirical thing. The artistry of creating a brand is the unquantifiable. How do we touch a consumer in a special way? There’s an artistry that comes with that. Getting to that next level so that you can breathe life into the brand is tough to get people to understand.”
Ways to deliver: My philosophy [as a former publisher] comes from the media side of things. My mantra is, “I’ll level with you: Selling advertising for a living really sucks. It’s a nasty job. But, if you allow me to come be part of your business and become part of your marketing team, that’s when my job becomes fun.”
What NASCAR does for Smithfield: The NASCAR fan consumes 15 to 40 percent more of the type of products we make than the average American, depending on the product. We know the fan buys sausage. We know they buy bacon. We know they buy pork. How do we get them to buy us? We believe in the NASCAR pitch that consumers believe buying sponsors’ products keeps them in the sport and keeps the sport effervescent.
Finding a path: [Smithfield CEO] Larry Pope has been the visionary. He’s wanted to drive our company … by building our brands so that people believe in the quality of our products. Our involvement in NASCAR is an opportunity to build our brands.
Advice for aspiring marketers: My guidance and counsel to people who worked for me at a couple of magazines was, If you ever wonder what to do every day when you come to work, make believe it’s your company. What would you do? Would you read the paper? Would you have a cup of coffee? Or, would you think about the business and what to do next? That’s a riveting concept for people. It bred results