December 1, 2008

CableFAX: 60. Brand Warrior: Sam Howe

Sam Howe
Title: EVP/Chief Marketing Officer, Time Warner Cable
Last Year: #33
Age: I remember JFK, but not Ike
Education: Bowdoin College; Kellogg  School of Mgmt, Northwestern

Why Him? Howe asserts cable’s biggest marketing challenges are its legacy as a utility and disturbing research showing that cable companies are better known than liked. He sees branding as the solution to both challenges. Better branding, he’s declared in diverse forums, will differentiate cable from satellite and the telcos while building greater consumer trust in bundled cable services. Howe is eager to prove his theory across TWC’s media formats. His stand on winning the brand war is why Howe earned the ’08 Vanguard Award for marketing.

Worth Watching: Howe has stepped up to serve as CTAM’s treasurer. We bet his influence will extend beyond keeping the books.

Year Ahead:
Given Howe’s clarity and determination, TWC likely will continue setting impressive revenue records, even in a tough economy.

Favorite Food: Falafel

Cable’s Biggest Challenge: Improving the (branded) customer experience

Best Business Advice Received: It’s a long row, but with lots of short strokes

Favorite Word: Maybe

Least Favorite Word: Maybe

Trait I Most Admire in People: Courage

KF

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