Former McDonald's CMO Shares Best Practices for Growing Brands

How to Grow Brands through Extreme Customer Intimacy

SEATTLE, WA (April 29, 2015)—Delivering sustainable growth is more challenging today than it has ever been due to accelerating demands for new products with greater customizability. To address what innovation leaders can do to keep pace, Neil Golden, Chief Marketer, C-Suite Business Leader, GLG (Gerson Lehrman Group) Council Member, and former Chief Marketing Officer at McDonald’s, offered attendees at the Industrial Research Institute’s (IRI) 2015 Annual Meeting an exciting view  on how to grow brands by leveraging customer insights.

“Customers are central to every business,” said Daniel Abramowicz, IRI Chairman and Chief Technology Officer at Crown Holdings, Inc. “Organizations that aren’t fully engaging customers in what to develop are inevitably going to fall behind, and not just for obvious reasons; markets are segmenting into specific niches that organizations need to learn to fill with more customized and customizable products.”

Golden’s opening keynote kicked off a day of sessions exploring extreme customer intimacy. A range of speakers from across the technology landscape offered their insights on using customers in their product development decision processes. Attendees were also treated to a demonstration of how Kimberly-Clark uses virtual reality to design better business strategies, a hands-on collaboration around aligning business strategy with design, and how to use big data to create opportunity data.

About the Industrial Research Institute (IRI)
The Industrial Research Institute (IRI) is an organization of 200+ industrial and service companies having a common interest in the effective management of technological innovation. IRI member companies span diverse industries and represent a substantial portion of our nation’s gross domestic product. IRI is the only cross-industry organization creating innovation leadership solutions and best practices in innovation management developed through collaborative knowledge creation. For more information, call 703-647-2580 or visit