On this edition of The New CCO, we bring you our conversation with General Motors CCO Tony Cervone from the 2019 Page Spring Seminar. Interviewed by former IBM Chief Brand Officer and SVP Jon Iwata, Tony discusses the brand transformation effort he’s leading at GM alongside CEO Mary Barra.

Facing disruption from new players such as Lyft, Uber, and Tesla, GM has had to rethink everything from its business model to its role in society. Tony has led the redefinition of the enterprise, starting with its brand and culture. He, along with GM’s senior leadership team, developed a new aspirational goal for the company - Zero Crashes, Zero Emissions, and Zero Congestion - which now serves as its north star.

Tony details how he leverages his responsibility for the corporate brand to influence other parts of the business in ways that bring that brand to life. He also explains the emerging field of CommTech and how he’s used data and new technology systems to reach the stakeholders that matter most.