Debbie Laskey's Blog: How will YOU celebrate MARKETING on May 27th?

Do you know today's significance? If you're a professional marketer, you probably know that, on this date in Chicago in 1931, Philip Kotler, the person referred to as the "Father of Modern Marketing" was born. Kotler has written more than 80 books and made an incredible impact on the development of marketing worldwide — and I was introduced to the study of marketing by his "Marketing Management" textbook during the first semester of graduate school.

The European Marketing Federation chose May 27th as the day to celebrate the field of marketing worldwide. In addition, the day was established to recognize the value of marketing and educate all employees and departments within organizations about the role and purpose of marketing.

According to Ralf Strauss, Chairman of the Board of the European Marketing Federation, "The evolution of marketing around the world has been an impressive journey with many changes. Marketers have helped new organizations to emerge and enabled change in old companies with centuries of history. They have changed societal attitudes and helped people to communicate. Today, in the context of digital transformation, we can explore our environment more than ever, analyze consumer and customer needs in real-time, and build relationships. The importance of marketing people is paramount. Let's recognize and appreciate this as we celebrate marketing on 27th May."

According to DaysoftheYear.com, "With the purpose of building bridges between businesses and their consumers, World Marketing Day celebrates the essential role that marketing plays in the world. From driving innovation to fostering understanding and shaping patterns of consumers, this is a time to show appreciation for the strategy, dedication, and creativity that marketing professionals put into their work."

To celebrate World Marketing Day here on my Blog, I've invited a fellow marketer to return for a Q&A due to her international expertise. Based in Western Canada, Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia's premiere boutique web development and digital marketing agency, eVision Media. With over 20 years of experience, she helps businesses to establish their online presence and create a strong brand identity. Her passion for empowering female entrepreneurs to succeed in the digital world has earned her a reputation as a leading authority in the marketing industry.

QUESTION: Management and personal branding expert Tom Peters wrote in 1997, "To be in business today, our most important job is to be head marketer for the brand called YOU. Start by identifying the qualities or characteristics that make you distinctive from your competitors — or your colleagues. When you’re promoting brand YOU, everything you do — and everything you choose not to do — communicates the value and character of the brand. If you want people to see you as a powerful brand, act like a credible leader. As long as you're learning, growing, building relationships, and delivering great results, it's good for you and it's great for the company." Therefore, what three things do you think everyone should do to create a memorable personal brand?

SUSAN FRIESEN: From my perspective, a lot of people overcomplicate personal branding. They think it’s colours, styles, or coming across as being perfect, but that's not the case. A personal brand is all about how clearly and consistently you show people who you are, what you stand for, and why they should trust you. There are three things I believe matter most:

(1) Get honest about who you are. Before you think about marketing visibility and content, it's important to understand: What you stand for; How you naturally communicate; and What makes you different in how you think, not just what you do. If you're naturally witty, thoughtful, direct, or deeply empathetic, those are strong indicators of your personal brand and should be brought into everything you do in order to be recognized for those traits.

(2) Make a definitive decision about how you want to be known. This is where personal values combined with consistency come into play. A personal brand becomes memorable when it's consistent, which is not the same as perfect. It means being consistent with the same style, tone, and values across communications and platforms. It also means knowing when to say "no" to opportunities that are not in alignment with how you want to be known. If your voice, message, and overall presence shift too often, trust will start to erode and weaken your positioning.

(3) Back it up with proof. A personal brand isn't what you say about yourself; it's formed by how you show up and what you deliver consistently. It's built on what others experience and perceive about you. Which includes things such as: the quality of your work; the way you communicate; the results you help people achieve; and the consistency of your presence over time. In today's environment, especially with AI-generated content everywhere, trust has become the deciding factor. People are getting more cautious and are determining credibility more quickly than ever.

Your personal brand becomes memorable when people can connect what you say with what you actually. This is where authority is created. So if I were to simplify it: (1) Know who you are; (2) Decide how you want to be known; and (3) Prove it consistently. That's what turns a personal brand from something forgettable into something people recognize, trust, and choose.

QUESTION: Today, for World Marketing Day, let's discuss Jeff Bezos' empty chair policy. At every Amazon meeting, there's an empty chair to represent the customer. What does this story mean to you?

SUSAN FRIESEN: It's interesting, but long before I heard the Jeff Bezos empty chair story, I was already running my business with that mindset. For me, the empty chair represents something very simple: your client is part of every decision, whether you consciously include them or not. The difference is whether you're intentional about it.

What I mean by that is that you're not building a brand based on what YOU think would work. You're building it based on how your ideal client/customer thinks, feels, and makes decisions. And to do that, you need a deep understanding and empathy for them. What are they frustrated with right now? What are they worried about getting wrong? What would make them feel confident enough to say yes? The answers to questions like these will directly affect your offers as well as your marketing and communication messaging. Ultimately, this in-depth dive into the ideal client persona is what will ultimately build trust, because people know when they're not truly being considered.

To me, the empty chair is really about respect. It's choosing to listen before speaking. It's making decisions with your client/customer in mind, not just your own preferences. It's recognizing that trust is earned when people feel understood. And in today's environment, where so many businesses are starting to sound the same, it's that level of understanding that makes a brand stand out and genuinely connect.

SHARE THIS: You're not building a brand based on what YOU think would work. You're building it based on how your ideal client/customer thinks, feels, and makes decisions. ~Susan Friesen #WorldMarketingDay #DebbieLaskeysBlog

QUESTION: One of my favorite quotes is from American businessman Jack Welch: "Marketing is not anyone's job. It's everyone's job." What are your thoughts?

SUSAN FRIESEN: When Jack Welch said "Marketing is everyone's job," what he was really pointing to is every interaction that a person has with your business shapes their perception of your brand. It's not just one ad campaign or your website in isolation. It's all-encompassing such as: (1) How you respond to an email or social media post; (2) How your team communicates with clients/customers; (3) How consistent your messaging is across every touchpoint; and (4) How well you deliver on what you promised. All of that is marketing, and for it to actually work, there has to be a strong foundation first. Only then can your team consistently reflect that in how they show up. To me, the real takeaway is that marketing isn't a department, it's a reflection of how your business operates as a whole. If every person in your business understands the role they play, then you build trust that will facilitate long-term relationships.

SHARE THIS: To me...marketing isn't a department, it's a reflection of how your business operates as a whole. ~~Susan Friesen #WorldMarketingDay #DebbieLaskeysBlog

QUESTION: Which three marketing or branding books should everyone read, and why?

SUSAN FRIESEN: There are a lot of marketing books out there, but I find most of them focus on tactics. For me, the ones that truly help are the ones that change how you think. These three have had a lasting impact on how I approach brand positioning, messaging, and trust.

(1) THIS IS MARKETING by Seth Godin.

This book strips marketing down to what it should have been all along. It's about understanding who you're trying to serve and creating something that actually matters to them. What stands out for me is the focus on empathy and relevance. If your marketing isn't grounded in a foundational understanding of your audience, it's not going to have an impact, no matter how "perfect" it looks.

(2) BUILDING A STORYBRAND by Donald Miller.

This is one I recommend often because it solves a very common problem of the business owner making themselves the hero of the story when it needs to be their clients instead. This book gives a simple framework for clarifying your message so that your audience can quickly understand who you help, what problem you solve, and why they should trust you. When that's clear, everything from your website to your content becomes more effective.

(3) THE BRAND GAP by Marty Neumeier.

This book explains the gap between strategy and execution, which is something I see all the time when the foundational brand analysis work hasn't been done. Businesses invest in a logo or a website, but there's no deeper thinking behind it. It's just a pretty template that the owner loves but lacks an emotional connection with the people they want to serve. This book reinforces that a brand is not what you say it is, it's what people experience and remember.

QUESTION: What is your favorite Canadian brand, and why? And what is your favorite American brand, and why?

SUSAN FRIESEN: Here they are:

CANADIAN BRAND: Saje Natural Wellness: I love using Saje products because they have built the brand around: clean, plant-based ingredients; transparent sourcing; and a strong focus on personal well-being. But what makes the brand stand out is its consistency between its products, in-store experience, and messaging - everything reinforces the same promise, which is helping people take care of themselves in a natural, informed way. There's also a strong female leadership presence behind the brand, which is demonstrated in how they communicate. From a brand positioning standpoint, they don't try to be everything to everyone. They've chosen a lane and they stay in it. That's why they're recognizable and trusted.

AMERICAN BRAND: Dr. Mindy Pelz: What stands out to me about Dr. Mindy Pelz is how clearly she has positioned herself. She speaks directly to women, particularly around health, hormones, and fasting, in a way that feels both educational and empowering. There's a genuine commitment to helping women understand their own bodies so that they can make informed decisions, rather than chasing the latest trend or fad. She's not trying to appeal to everyone. She's very specific about who she's helping and what she stands for. She also builds trust through consistent education. You see it across her videos, books, and content. She shows up with a clear point of view and reinforces it over time. And that's what turns a personal brand into something people follow, trust, and act on.

How will YOU celebrate marketing today? I'll celebrate by applauding Susan for sharing her passion for brand marketing, customer experience marketing, and personal branding with me and my international blog community!

Image Credit: European Marketing Confederation (EMC).

Read Tom Peters' article: "The Brand Called YOU"

https://www.fastcompany.com/28905/brand-called-you

Read: "Why Every Amazon Meeting Has At Least One Empty Chair"

https://www.inc.com/john-koetsier/why-every-amazon-meeting-has-at-least-one-empty-chair.html

Read last year's post for World Marketing Day! (May 27, 2025):

https://www.debbielaskeysblog.com/2025/05/lets-discuss-brand-storytelling-to.html

Read Susan's most recent appearance on my Blog:

WINTER OLYMPICS LEADERSHIP SERIES 2026 - Featuring Susan Friesen (February 2026)

https://www.debbielaskeysblog.com/2026/02/winter-olympics-leadership-series-2026_01082440765.html

Meet Susan at these links:

Website: https://www.eVisionMedia.ca