Tag Archives: Isabelle Jazo

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Az Business honors Most Influential Women in Arizona

They are the best business minds in Arizona. They are innovators, trailblazers and leaders of industry.

They are Az Business magazine’s Most Influential Women in Arizona Business for 2015, as selected by the editorial team at Az Business magazine and a panel of industry experts.

“While their resumes and career paths may differ, the women we selected have all procured influence in their respective fields through hard-earned track records of profitability, business ethics and leadership,” said AZ Big Media  Publisher Cheryl Green. “Az Business magazine is proud to congratulate the women who earned the right to call themselves one of the Most Influential Women in Arizona Business. They are changing the face of Arizona business.”

Members of the 2015 list will be recognized at the Most Influential Women in Arizona Cocktail Party on August 27, from 5:30 p.m. to 7:30 p.m. at Chateau Luxe. Click here to purchase tickets.

The women selected to this prestigious list for 2015 are:

Amy Abdo, director, Fennemore Craig

Jennifer Anderson, senior vice president and regional manager, Wells Fargo

Karen Anderson, researcher, ASU’s Biodesign Institute

Lauren Bailey, founder, Upward Projects

Glynis Bryan, CFO, Insight Enterprises

Rita Cheng, president, NAU

Judith S. Gordon, associate professor and associate head for research at the University of Arizona Department of Family and Community Medicine

Alisa Gray, shareholder, Tiffany & Bosco

Sue Hasenstein, BMO Harris Bank

Melissa Ho, Polsinelli

Bo Hughes, CFO and COO, Pinnacle Bank

Veronique James, CEO, The James Agency

Isabelle Jazo, senior vice president of strategy, LaneTerralever

Carolyn J. Johnsen, Dickinson Wright

Eileen Klein, Arizona Board of Regents

Rosey Koberlein, CEO, Long Companies

Becky Kuhn, executive vice president, Banner Health

Betsy Kuzas, chief operating officer, Phoenix Children’s Hospital

Michelle Lawrie, economic development director, Goodyear

Nona Lee, SVP and general counsel, Arizona Diamondbacks

Hope Leibsohn, member, Sherman & Howard

Stacey L. Lihn, Gallagher & Kennedy

Tina Machado, president, CodeRed-I

Carol May, president, Wisdom Natural Brands DBA SweetLeaf

Sara McCoy, first female to manage a power plant for SRP

Erica McGinnis, president and CEO, AIG Advisor Group

Tammy McLeod, vice president, APS

Rose Megian, president and CEO, Health Net of Arizona

Dion Messer, general counsel – intellectual property, Limelight Networks

MaryAnn Miller, senior vice president, Avnet

Ioanna Morfessis, president, IO.Inc.

Harriet Mountcastle-Walsh,VP and General Counsel, Honeywell

Annette G. Musa, Arizona market president, Comerica Bank

Christine Nowaczyk, senior vice president, Bank of Arizona

Deborah Pearson, Arizona State Credit Union

Susan Pepin, president and CEO, Virginia G. Piper Charitable Trust

Suzanne Pfister, president and CEO, St. Luke’s Health Initiatives

Christina Roderick, principal, REDW

Patricia Rourke, market president, Bankers Trust

Lisa Sanchez, COO, The CORE Institute

Adelaida V. Severson, president and CEO, Bushtex

Rep. Kyrsten Sinema, D-AZ 9th District

Sherri Slayton, Alliance Bank of Arizona

Wendi A. Sorensen, Burch & Cracchiolo

Molly Stockley, vice president of hospital growth, CTCA

Cathy Valenzuela, president, Arizona Business Bank

Kimberly Van Amburg, CEO, Casino Del Sol Resort

Cheryl Vogt, managing director, Marsh

Cynthia Walter, president, BAGNALL

Lori L. Winkelman, Quarles & Brady LLP

In addition to the Most Influential Women in Arizona Business, Az Business also selects five “Generation Next” women who are making an impact on Arizona, even though they are less than 40 years old. Those women selected for 2014 are:

Denyse Airheart, interim director of economic development, City of Maricopa

Jessica Benford, shareholder, Ryley Carlock & Applewhite

Dr. Ivana Dzeletovic, Banner MD Anderson Cancer Center

Stephanie Parra, executive director, T.W. Lewis Foundation

Teresa M. Pilatowicz, of counsel, Garman Turner Gordon

To select the best and brightest women to recognize each year, the editor and publisher of Az Business magazine compile a list of almost 1,000 women from every facet of Arizona’s business landscape — banking, law, healthcare, bioscience, real estate, technology, manufacturing, retail, tourism, energy, accounting and nonprofits. Once that list is compiled, we vet the list, narrow it down to about 150 women who we feel are most deserving, and then submit the list to 20 of their peers — female leaders from a variety or industries — and ask them to vote. If they want to vote for someone whose name is not on the list of those submitted for consideration, voters are invited to write in the names of women who they think deserve to members of this exclusive club.

Az Business also does not allow a woman to appear on the list most than once.

C-K’s Executive Vice President and General Manager Kristin Bloomquist.

Experts: Keep branding simple even in the era of social media

Got milk? The swoosh stripe. The Aflac duck. Kleenex. Successful branding effectively uses a name, term, design, symbol, or even a musical jingle to distinguish a product or service from those of other sellers.

“Brands are sincere, distinct and consistent,” says David Eichler, creative director and founder of David and Sam PR. “Brands are by definition, built over time. A brand is a promise kept to its consumer, over and over.”

Kristin Bloomquist, executive vice president and general manager of Cramer-Krasselt Phoenix, has a simple way to define good branding: “Branding is a popularity contest and the brand with the most friends wins.”

While it’s common sense to think that effective branding will lead to an increase in business, experts point to several critical things to remember when a company tries to build an effective branding campaign.

“First, it’s important to understand that while there’s a time and place for a specific branding campaign, effective branding should be an ongoing effort for every organization,” says Christine Olivas, director of client services for Off Madison Ave + SpinSix.
“How and when to communicate the company’s values shouldn’t be a one-time outreach.”

However, Olivas says there are times when a branding campaign makes sense:
• When you are looking to change perceptions in the marketplace.
• When a new product or service is launching.
• Or, when you are introducing yourself to a particular market or segment.

“In these instances, it is important to consider how to make an impact while ensuring that the subsequent marketing and operational efforts can continue to support and sustain the awareness you’re creating,” she stresses. “The last thing you want is to have a campaign that drives, say, tons of buzz in the social space but to not have an ongoing social media strategy that will continue the conversation when the blitz is over. You should also have an obsessive eye on visual consistency. If you are launching a brand campaign, make sure the look and feel aligns with your core identity so as not to create confusion in the marketplace.”

While Olivas touched on the impact of social media on 21st-century branding, there is no denying that it’s changed the way companies market themselves.

“Social media is like a two-way megaphone for brands,” Eichler says. “Consumers are now empowered to share their experiences — positive and negative — and brands have the ability not only to convey their brand’s attributes, but reinforce them by how they interact with their customers. Especially when someone is disappointed with their experience with the brand.”

That ability for consumers to immediately engage is why successful brands need to have depth to their brand story and relevant reasons for people to want to engage, according to Bob Case, The Lavidge Company’s chief creative officer and creative director.

“Setting up a Pinterest account and a Facebook page aren’t effective unless you have a reason for having them,” Case says, “a strategy for how you want to shape the message and a plan for the unplanned — negative responses, etc.).”

Case says his best advice when creating a brand is to keep the message simple.

“Advertising is expensive, which can lead to companies trying to sell everything about their products and services in every message,” he says. “What’s the ONE thing you want people to know? It should be devastatingly difficult to build your campaigns because of what you leave out.”

EXPERTS’ BEST BRANDING

Here are some of the Valley’s best marketing experts’ picks for the best branding efforts:

Kristin Bloomquist, executive vice president and general manager of Cramer-Krasselt Phoenix: Corona does a terrific job of reaching into its authentic heritage and creating a world that represents the feeling of a tropical vacation, an escape to the beach, to a place of a warm sun, gentle breezes and sand between your toes. Corona’s consistent brand imagery has become an iconic symbol of the Corona brand, driving case sales in excess of $120 million to become the No. 1 imported beer in the nation.

David Eichler, creative director and founder of David and Sam PR: “The one that comes to mind, given the time of year is the NFL. In the 45 years of Super Bowls, the league has masterfully overtaken all other American sports in sales, merchandising, ad revenue and fan loyalty. They are savvy in how they have positioned themselves as vested in communities and causes.”

Isabelle Jazo, vice president of brand strategy at E.B. Lane: “Apple’s brand archetype is “Revolutionary.” The brand associates itself with thought leaders, artists and people in history that changed the rules of the game … Apple’s marketing certainly gets people’s attention, but the customer experience is what makes the branding phenomenal.”

Bob Case, The Lavidge Company’s chief creative officer and creative director: “I’d go with Nike. Not for any single campaign, but for their overall brand. They are a vibrant, living brand that re-invents itself without losing its core truth. It’s relevant, serious, fun, humorous, inspirational — in truth, a well-rounded robust story.”

Christine Olivas, director of client services for Off Madison Ave + SpinSix: “The best example of a brand that has become an experience is Zappos, an online retailer. From day one, the company has embraced service as a differentiator, but service isn’t just defined as a helpful customer service representative. Instead, the company has extended its friendly and fun approach to doing business across all internal and external communications.”