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  • Social Media Reveals the People Behind the Brand

    , Senior Vice President, Marketing

    Kay Fernandez

    Senior Vice President
    Marketing


    Kay Du Fernandez leads the creation of innovative marketing strategies throughout the entire customer journey, building the awareness of the Konica Minolta brand to ultimately enhance the customer relationship. Through digital disruption, a focus on customer experience, marketing communications and channel management, she works to improve the value we deliver to customers, partners and employees. She's also responsible for strategic business development and pricing to support sales efforts for U.S. operations. Kay established the Step Forward Program at Konica Minolta to inspire women in professional excellence, and sits on the Board of Directors for the Books for Kids Foundation and the Orange County Ballet Theater.

     

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    I started in this industry in 1997 after four years at Merrill Lynch, a brief stint in a computer depot repair company, and on the heels of just finishing graduate school. It was at the time when digital copiers were just starting to replace analog and the Motorola DynaTAC “brick” cell phone (quite the status symbol when Michael Douglas wielded it in the movie “Wall Street”) was being replaced by the newer, more compact, Motorola StarTAC flip phone. It was all about hardware and having the latest and greatest gadget, processor, beeper … you name it. Then, with the founding of Netscape, AOL, Prodigy and CompuServe, the internet era took off, proliferating the “world wide web” in households and penetrating the mainstream office environment.

    We’ve seen a tremendous amount of change in technology in the past two decades, but more important is that the internet has given us global access to people that’s just a mouse click away. As companies change their marketing strategies to adapt to this new paradigm, the role of social media becomes crucial to the conversation. Social media gives us another opportunity to speak directly to our customers and dealers, as well as market to a much-wider audience in a cost-effective manner. It’s become another way for us to communicate and, when individuals connect online, it gives life to our company and humanizes our brand. Social media allows employees to develop these online personal relationships to become a multi-faceted representation of our company. It’s given us the ability to make the organization more human and create “faces” of the brand like never before.

    I’m proud of my company and the products and services it provides to help customers solve their office productivity and document needs. But at the heart of it, I am most proud of our team. I love working with individuals who are smart, passionate and fun. In addition to what we sell, Konica Minolta is about the people who make up our organization. Social media gives all of us the chance to let the world see the “who” behind the brand.

    Join me on twitter @kaydufernandez.

    June 05, 2014

    Customer Experience, Leadership, Strategy, Thought Leaders

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