Should Business Take A Side In The Ukraine-Russian War? A Discussion About Brand Purpose
Dark and rumbling clouds of war are quickly moving from the East toward European skies while the business debate about b(...)
Giuseppe Caltabiano
Giuseppe Caltabiano
VP of Marketing, Rock Content
Giuseppe is a senior global marketing, brand, and content executive with more than 20 years of experience. Today he leads marketing at Rock Content; he has worked for and advised brands in B2B and B2C and has designed global marketing strategies to successfully support the growth of B2B SaaS businesses. Giuseppe is a marketing and storytelling instructor at business schools in London and Milan. He was recognized as one of the most influential European B2B marketers in 2018 and 2019. He has an MBA from Milan’s SDA Bocconi and is trained in M&A at the London Business School.
21 Posts published
Giuseppe Caltabiano
Strategic Storytelling: Where Business And Stories Meet — Combining All Models
First episode is here. Second episode is here. Third episode is here. It’s time to present a framew(...)
Giuseppe Caltabiano
Strategic Storytelling: Where Business And Stories Meet
First episode is here. Second episode is here. Ben Horowitz is a startup founder and VC expert. He has investe(...)
Giuseppe Caltabiano
Strategic Storytelling: Where Business And Stories Meet — Campbell, Vogler And The Classic Hero Journey
First episode is here. In The Hero with a Thousand Faces (1949), Joseph Campbell, a literature professor (...)
Giuseppe Caltabiano
The Long and the Short of it — and the implications for Content and Storytelling
If I think about the brands I’ve been working with or consulting in the last few years, the majority of them in th(...)
Giuseppe Caltabiano
Where Creativity, Data and Performance Meet
“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of&nbs(...)
Giuseppe Caltabiano
How a Common Content Strategy Unites Marketing’s Different Natures
I recently wrote about the two “natures of marketing”, brand awareness and short-term sales acti(...)
Giuseppe Caltabiano
How to create B2B and B2C Personas and Map Content to the Buyer Journey
(I wrote this article a few months ago for NewsCred’s Insight blog. It resulted as one of the more popular ever, g(...)
Giuseppe Caltabiano
Marketing in a time of a crisis — getting ready for the rebound
Among the many changes driven by the Coronavirus, the pandemic is forcing us to re-evaluate our marketing stra(...)
Giuseppe Caltabiano