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Prophet, January 20, 2009 — Prophet Vice Chairman David Aaker argues that to succeed in today’s global arena, marketers must learn to appeal to consumers whose interests transcend individual products and regions. (via Strategy + Business)
Advertising Age, March 25, 2008 — The massive bailout of Bear Stearns from the brink of bankruptcy could be the first of many financial rescues needed. Despite double-digit plunges, U.S. housing is still overpriced by historical yardsticks. Retail sales have gone from slow to declining, and the consumer-spending binge that propped up the U.S. economy for years may not return for a long time.
In short, it's a great time to be in marketing.
By Jennifer Dominiquini, March 11, 2008 — More companies are embracing the importance of innovation, but few are happy with the results.
That's not surprising. Turning the rhetoric into action is a challenge. Some businesses think they can "buy" a culture of innovation by holding a few training programs or workshops. They label modest tweaks as major breakthroughs, devaluing the meaning of the word. Or they hire a vice president of innovation in the belief one person will just make innovation "happen".
The reality lies beyond the hype. Even... continue reading
Advertising Age, November 26, 2007 — Have you ever needed to make a case for the brand to the CFO?
If you are like most marketing managers, you base your argument on research demonstrating that loyalty and evangelism can accrue from investments to build brand equity. Perhaps you provide your own consumer-based evidence of the power of branding, using psychological concepts such as perceived value, brand preference or brand awareness and recall.
Unfortunately, these are not ideas that persuade a CFO.
Marketing Charts, November 12, 2007 — Consumers are more in control than ever and savvier about filtering marketing messages, according to a report partly based on an IBM survey of digital media and entertainment habits. The IBM Global Business Services report, “The End of Advertising as We Know It,” forecasts greater disruption for the advertising industry in the next 5 years than in the previous 50.
Marketing Charts, August 22, 2007 — Audiences have more control and are increasingly savvier about filtering marketing messages, with serious repercussions for marketers, ad agencies, broadcasters, publishers and cable companies, according to a new IBM survey of consumer digital media and entertainment habits.
Prophet, June 27, 2007 — In this article, Sarah Essex of Prophet discusses how single-brand companies can utilize brand portfolio and architecture to maximize business results.
Brandweek, April 2, 2007 — Even highly experienced marketers can be daunted by the current menu of new media options. The glossary of industry terms alone is a hefty course of alphabet soup. There are blogs, vlogs, podcasts, V-casts, WAP sites and RSS feeds. There is user-generated content, open-sourced branding, crowd-sourced branding, mobile marketing, social networking sites, virtual communities. Choosing a media plan and creating a strategy starts to feel like spinning a roulette wheel.
USA Today, February 6, 2007 — Philip Rosedale didn't create Second Life to be a game or a toy. He thinks he is remaking the Internet — taking it on a giant leap forward, much like the invention of the Mosaic browser or World Wide Web.
Fast Company, February 1, 2007 — There's a calculus to knitting. An untamed batch of wool gets twisted and fed into a spinning wheel, a wooden contraption about as high-tech as an abacus, that binds the fibers into a single strand of yarn. That yarn, in turn, is woven into geometric designs comprised of equations: A certain number of rows combined with certain stitches yield something functional and beautiful. In the right hands, knitting produces a precise but almost magical alchemy--chaos into order.
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