Don McGuire (Qualcomm) | How Qualcomm Turned Snapdragon Into a $180B Innovation Brand
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
This episode features Don McGuire, Global CMO and Chief Communications Officer of Qualcomm, discussing the transformation of Snapdragon from a tech-focused brand to a global consumer icon. (44:12) Don shares how Qualcomm achieved its first-ever ranking at #39 on the Interbrand 100 list and his approach to proving brand value drives business value. (07:42)
• The main theme centers on evolving from "the tech behind the tech" to building consumer-facing brands that drive business results through strategic partnerships, sports marketing, and AI-powered organizational transformationSpeakers
Don McGuire
Global Chief Marketing Officer and Chief Communications Officer of Qualcomm since 2021, with the company since 2016. Previously spent 25 years shaping the wireless ecosystem at companies including AT&T Wireless, Intel, Kyocera, Leap Wireless, and Amp'd Mobile, giving him end-to-end perspective on technology, brands, and market evolution.
Jim Stengel
Host of the CMO Podcast and former Chief Marketing Officer of Procter & Gamble. He has helped hundreds of major brands discover and activate their purpose, focusing on how authentic brand purpose naturally drives profit.
Key Takeaways
Stop the Brand vs. Performance Debate - Your Brand Must Perform
Don emphasizes that marketers need to eliminate the false dichotomy between brand and performance marketing. (07:48) Every marketing initiative should tie to clear objectives and measurable outcomes. The key is building resonance that drives action, which then generates results that can be shared back with the organization. This approach helped Snapdragon deliver 9.5 billion impressions in their first season with Manchester United - equivalent to 182 Super Bowl ads.
Build AI-Powered, Human-Led Organizations
Rather than treating AI as separate tools, Don recommends building AI as a foundational systems architecture with workflows and people organized around it. (38:38) His team uses the tagline "AI-powered, human-led" to reduce fear and increase adoption. They're saving 2,400 hours monthly through tools like Rider, while focusing on upskilling and redeploying human resources to higher-value activities like strategic thinking rather than routine tasks like brand governance.
Transform Sponsorships from Transactions to Innovation Partnerships
Don turned traditional sponsorship deals into creative partnerships by building innovation into contracts. (33:43) With Manchester United, they negotiated the ability to replace the Snapdragon logo once per season with a cause of their choice, plus pass-through rights to bring partner brands like Samsung and Dell into the storytelling. This approach generated 85% brand awareness among Manchester United fans after just one year, with fans showing genuine love for the Snapdragon brand.
Scale Brand Ethos Across Categories Without Losing Core Identity
As Snapdragon expands into automotive, PCs, and other categories beyond mobile, maintaining brand consistency becomes critical. (50:31) Don's approach involves staying disciplined about the core brand ethos while adapting context for each product category. The brand enables people to experience their passions - whether that's better photos, music, or 8K video - rather than just talking about speeds and feeds.
Leverage the Generous CMO Network for Continuous Learning
Don actively calls peers like Emily Ketchum from Lenovo and Craig Braumers from American Eagle to discuss challenges and share learnings. (11:06) He emphasizes that CMOs shouldn't feel alone in wrestling with issues - the industry is generous and others have likely faced similar challenges. This network approach has been invaluable for pressure-testing ideas and borrowing proven playbooks from other successful marketers.
Statistics & Facts
- Qualcomm achieved #39 on the Interbrand 100 list for the first time in their 40-year history, with 60-70% of this achievement attributed to Snapdragon brand building efforts. (08:39)
- Manchester United partnership generated 9.5 billion impressions for Snapdragon in the first season - equivalent to 182 Super Bowl ads - despite the team finishing 12th in the league. (31:27)
- Don's team is saving 2,400 hours monthly through AI tool deployment, particularly with Rider, while maintaining an "AI-powered, human-led" approach to organizational transformation. (42:45)
