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Viber CMO: what Rudyard Kipling taught marketers

Mark Hardy

Rudyard Kipling's famous poem, 6 honest serving men, is providing prominent marketers with the foundational questions required to create outstanding campaigns.

“I keep 6 honest serving-men (They taught me all I knew); Their names are What and Why and When and How and Where and Who.”

Rudyard Kipling: adventurer, novelist and prominent short story innovator. And perhaps less well known as the pioneer of some fundamental marketing questions.

What Kipling was trying to promote was a guide for better thinking through simple questions.

And for Mark Hardy, Viber CMO, these questions serve as the foundation for any campaign he is a part of.

“Answering these questions is really important. Once you have established this strategy, the CMO’s role is to then keep it on course, and get everyone working with you.”

The questions, well, they are the easy part. Ensuring everyone works together is slightly harder.

And where things start to get more complicated still, is bringing all of this together to ensure the delivery of growth in a business ecosystem that is changing all the time.

A CMO report suggested that for CMOs at least, their role has changed more rapidly in the past 3 years than it had done during the entire previous decade.

The crux of these changes are businesses becoming increasingly hinged on customer experience, and strong customer relationships.

Which for Viber customers can differentiate depending on where they are in the world.

“I guess, the other challenge, but really exciting thought is that you are trying to build a global brand and a global product for a global audience, but it needs to resonate in India, and it also needs to make sense to an American.”

“Having that global view, whilst understanding the need for local nuance is really important for helping keep the ship on course.”

The real winners, will be those CMOs asking fundamental marketing questions at the beginning and who have ‘the brand’ permeate throughout their organizations.