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Our Guest Chris Malone Chris Malone is Founder and Chairman of Fidelum Partners, guiding the strategic direction of the firm. Chris has over 30 years of sales, marketing, consulting and executive leadership experience, with a track record of consistently driving growth and profitability. He held senior executive positions at leading organizations such as Goddard Systems, Choice Hotels, ARAMARK, Coca- Cola, the National Basketball Association, and Procter & Gamble and has consulted to a broad range of Fortune 500 companies. As EVP, Chief Growth & Strategy Officer for Goddard Systems, Chris led and modernized the marketing, education, corporate communications, strategic planning, franchise sales and event planning functions. Previously, as Chief Marketing Officer of Choice Hotels, one of the largest hotel companies in the world, with over 6,000 hotels open worldwide, Chris led the companyʼs 800 person global consumer marketing, worldwide travel industry sales, e-commerce and reservations organization. He also served as Senior Vice President, Marketing for ARAMARK Corporation, a multinational food, facility and uniform services enterprise with over $12 billion in annual revenue. Chris is co-author of the award-winning book, The HUMAN Brand: How We Relate to People, Products & Companies. He has been a frequent guest and contributor to CNBC, FOX Business, Bloomberg TV, Wall Street Journal Live, Forbes and Businessweek. Chris holds a bachelorʼs degree from the University of Maryland at College Park and an MBA from The Wharton School of the University of Pennsylvania. Questions asked during this episode: - Chris, you’ve used a lot of celebrities through the years in a variety of ways. Why does it make sense for brands to align with talent? - The employee engagement campaign you did in 2020 for National Teacher Appreciation Week featured more than 20 celebrities in a video for your Goddard School teachers. Why did you go in that direction and what was the outcome? - Choice Hotels famously used celebrities popping out of suitcases in their commercials. I know that sales spiked every time the spots ran. What did the various Choice brands gain beyond the obvious? - You co-authored the book The Human Brand with Susan Fiske. What did you learn about brand behavior? And how does that apply to celebrities? - Sergio Zyman. Legend or myth? What did you learn from your experiences at the NBA, NHLPA, Leaf? - What advice would you offer to brand leaders considering using celebrity talent in campaigns or programs? - Any favorite deals? - How does your background help you as a speaker? Connect with Chris Malone Linkedin: https://www.linkedin.com/in/chrismalone1/ Twitter: https://twitter.com/fidelumpartners Website: https://fidelum.com/profile/chris-malone/