A panel of executives discuss the rewards of brand-building in developing countries at the Seventh Annual Marketing Forum hosted by The Economist in San Francisco.
Speakers include: Glenn R. Weckerlin, Global Director, Brand and Product Line Management, Chevron; Rajesh Subramaniam, Senior Vice-president of International Marketing, FedEx; and Russ Meyer, Chief Strategy Officer, Landor Associates.
Bio
Russ Meyer
As the chief strategy officer for Landor Associates, Russ Meyer has led teams and assisted in solving branding strategy and identity problems for clients, such as Andersen Consulting, Barclays Bank, Disney, DreamWorks, Hewlett-Packard, Intel, Microsoft, PepsiCo, and Procter & Gamble.
In addition, Meyer has leveraged Landor's expertise in mergers and acquisitions assisting in the brand strategy and identity creation for high-profile mergers, such as Bell Atlantic/GTE, BP/Amoco/ARCO, Compaq/Digital/Tandem, and Shell Oil/Texaco/Saudi Refining.
Meyer has held several other roles at Landor including brand group leader, executive director of strategic services, and director of verbal branding and naming during his 13-year tenure. He managed programs for clients, such as Apple Computer, AT&T, Bayer, Electronic Arts, Lucent Technologies, Philips Electronics, and Rockwell
International.
Meyer is a frequent commentator on brands, business, and sustainability, and has been a guest lecturer at the University of California’s Haas School of Business and San Francisco State University. He has been quoted in Advertising Age, Marketing Daily, the New York Daily News, BusinessWeek, and The Wall Street Journal, and has appeared on CBS's "MarketWatch," CNBC's "Squawk Box," and Fox Business Network's "Money for Breakfast." He is also the co-author of Beyond the Fourth Wall: Marketing for Non-Profit Theaters.
Rajesh Subramaniam
Rajesh Subramania's inspiring leadership has been instrumental in building the FedEx brand's extraordinary reputation worldwide. His leadership is evident in the successful growth, profitability and brand awareness strategies he has implemented.
As Senior Vice-president of International Marketing for FedEx, Subramaniam guides the company's marketing plans and new service opportunities abroad and manages the international customer experience.
Prior to assuming his current position in June 2006, Subramaniam held management positions as President of FedEx Express in Canada and Vice-president of Marketing and Communications in Asia. In each capacity, he has proven his commitment to building the brand worldwide.
In 2006, Subramaniam received the 2006 EXCEL award for excellence in communications from the International Association of Business Communicators and the President's Award from the Indo-Canadian Chamber of Commerce. He currently serves on the Conference Board of Canada and the Board of the Toronto Film Festival.
Glenn R. Weckerlin
Glenn Weckerlin is Global Director - Brand & Product Line Management for Chevron. In addition to global brand management responsibilities for Chevron's three world class brands -- Chevron, Texaco and Caltex, Weckerlinn is also responsible for driving global product strategy and long term positioning across Chevron's fuels portfolio -- including the emerging needs in the biofuels sector.
A native of Chicago, IL, Weckerlinn received a Bachelor's degree in Chemical Engineering from Purdue University in 1979 and a Law degree from Golden Gate University in 1989. He joined Chevron in 1979 and held a series of assignments on the chemicals side of Chevron's business in marketing, pricing, supply and distribution, strategic planning, product safety & toxicology and brand.
During his time in the Ortho Fertilizer and Ortho Consumer Products divisions, he chaired the chemical industry task force that developed the Product Stewardship Code of Practice -- a ground breaking standard for the chemical industry and the cornerstone of the Industry's Responsible Care Initiative.
From 2000 through 2004, Weckerlinn was General Manager, Brand for Caltex International PTE Ltd., based in Singapore, where he was responsible for brand strategy & execution across Caltex's retail and commercial operations in Asia, Africa and the Middle East.
Also, Fed-Ex in 1996 began outsourcing in China. This happened because the labour laws became laxed. This is another example of taking jobs away from domestic nations (such as Canada) and outsourcing them to developing and semi-developing nations. It's amazing how the CEO of Fed Ex chose not to comment on this exploitation
I always find it fascinating how business CEOs are so dishonest.
It's terrible that the CEO of Chevron thinks that branding Caltex as a local business is ethical. Those people consuming Caltex should know that it is an American based company that outsources to developing nations.
member. 
