Democratizing Technology for All with Emily Ketchen, Global VP and CMO of Intelligent Devices Group and International Markets at Lenovo
On the latest episode of The Speed of Culture podcast, Emily Ketchen, global vp and chief marketing officer of Intelligent Devices Group and international markets at Lenovo, joins Suzy founder and CEO Matt Britton to explore Lenovo’s brand vision and mission to democratize technology.
Ketchen also shares insights on how tech companies must adapt to engage millennials and Gen Z, how marketers can leverage the power of AI responsibly, and the importance of advocating for diversity and inclusion of women in the technology landscape.
Ketchen is a dynamic and multifaceted marketing executive who specializes in harnessing emerging technologies to develop cohesive brand narratives that generate significant revenue growth. Recognized as one of Brand Innovators’ Top 100 Women in Brand Marketing and a member of the Forbes Communications Council, she is also a dedicated advocate for diversity, equity and inclusion.
With a rich career spanning three decades, Ketchen has climbed the ranks of global marketing organizations on both the brand and agency sides. Her executive influence also extends to exclusive networks. She is a Marketing 50 member with the esteemed World 50 Group, a board member of Outward Bound California, and a member of Fortune’s Most Powerful Women in Business community.
Learn how Lenovo fulfills its brand mission to “democratize smarter technology for all” in this episode, and explore the key takeaways below.
Key highlights:
00:21 – 04:22 – The Multifaceted Rewards of Agency Life: Working in an agency offers an all-around experience that engages you on strategic, managerial and creative levels. The diversity of clients and industries keeps the work dynamic and fresh. But the real magic of agency work is the shared sense of purpose across all teams. Everyone is aligned toward one goal: client success. This unified approach creates a great culture and makes the work exceptionally rewarding.
08:02 – 11:07 – Bridging the Generational Gap: In the past decade, the C-suite has been filled by Gen Xers and Baby Boomers who didn’t grow up with the internet. However, they’re now targeting millennials and Gen Z, generations with a fundamentally different relationship with technology. This has led to a disconnect in how companies communicate and market to these younger consumers. Unlike older generations who expect top-down messaging from brands, younger consumers demand more transparency and interaction. As a result, businesses must adapt their communication and products to fit a more interactive and tech-savvy lifestyle.
18:28 – 22:58 – Providing Technology for All: Navigating a competitive tech landscape with giants like Apple and Microsoft, Lenovo differentiates itself with a vision of smarter technology for all. The company focuses on democratizing technology with high-quality, accessible products. For example, Lenovo’s Legion gaming brand recently launched a campaign focused on the underrepresented female gaming community that has resonating with Gen Z and millennials. Another recent venture is the Lenovo ThinkPhone by Motorola, a business-centric mobile solution, which incorporates features from Lenovo’s ThinkShield security suite, extending the Lenovo Think brand into new markets.
24:47 – 28:16 – Embracing AI in Marketing: Unlike past tech trends, Ketchen believes AI is here to stay as platforms like ChatGPT offer high-quality insights, complementing rather than replacing human creativity. However, marketers must be cautious about security and understand the technology’s limitations. AI identifies patterns but can’t judge right from wrong. So, you must adopt clear company policies on the process of adopting AI into business operations.
28:16 – 31:12 – Empowering Women in Tech: Passionate about promoting women and diversity in the tech industry, Ketchen often discusses how women can navigate challenging situations and differentiate between mentoring, coaching and sponsoring for career growth. Strongly influenced by Madeleine Albright’s quote, “There is a special place in hell for women who don’t support women,” Ketchen focuses on building a pipeline for female talent, aiming to create inclusive environments where women can excel.
