Marketing Evolution: Once More With Meaning

CMO Magazine, November 13, 2009 — There is no question that the chief marketing officer (CMO) role has been a crucible of corporate pressure since the job was first spawned in the mid-1990s. Marketing is the most visible expression of company strategy, customer satisfaction and corporate spending. With the accelerating changes in consumers’ media and buying habits, each of these areas is in flux. As a result, many CMOs are hired in or promoted up into the role and immediately assigned as “change agents.” The question is—Change what?

Why It's Time to Do Away With the Brand Manager†

P&G, Unilever Among Those Embracing New Roles in Social Media Age

Advertising Age, October 12, 2009 — Managing a brand has always been a slightly odd concept, given that consumers are the real arbiters of brand meaning, and it's become increasingly outmoded in today's two-way world. That's why a new report is going to recommend changing the name "brand manager" to "brand advocate," and fundamentally changing marketer organizations in response to the onset of the digital age.

Gatorade Quietly Aims to Revive Brand†

Wall Street Journal, January 7, 2009 — Gatorade is looking to jump-start sales by keeping its mouth shut.

For about a week, the PepsiCo sports drink has been running teaser television, print and online ads that ask: "What's G?"

The ads are part of a big rebranding effort for the Gatorade brand that includes a redesigned package and, according to a person familiar with the matter, a Super Bowl commercial. PepsiCo is trying to reach consumers beyond sports nuts to help reverse the brand's weak sales performance.

For One Production Company, It’s All About the Power of Storytelling

New York Times, November 17, 2008 — “TELL to sell,” once a mantra on Madison Avenue, is making a comeback as marketers seek to engage consumers with compelling stories rather than peddle products in hit-and-run fashion with interruptive advertising like 30-second commercials. A newcomer to the ranks of what are called brand storytellers, which include agencies like 42 Entertainment and Story Worldwide, is being formed by Epoch Films, a company that produces commercials for advertisers like Apple, Nike and Procter & Gamble as well as films like the quirky 2005 comedy “Junebug.”

Nike's Penney Deal Is Budget-Retail Bid†

Wall Street Journal, November 11, 2008 — Nike Inc. said it has entered a deal with retailer J.C. Penney Co. to sell a new line of shoes from its Converse brand, a move that will puts the maker of high-end sportswear more deeply into the budget retail market.

How Nike's Social Network Sells to Runners

The Nike+ site is drawing hordes of runners, and its success may hold lessons for brand building on the Web

BusinessWeek, November 6, 2008 — Next Issue

After joining nikeplus.com, Seattle's Winters was inspired to run 50-mile races John Keatley

Nike's Olander at first didn't foresee the marketing power of Nike+ Lee Emmert

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Nike (NKE) is winning a new game that other corporations, from Coca-Cola (KO) to Verizon (VZ) to General Motors (GM), have tried unsuccessfully to play: building brand loyalty via online social networking.

In the two years since it launched Nike+, a technology that tracks data of every run and connects runners around the world at a Web site, nikeplus.com, Nike has built a legion of fans. In August,... continue reading

Viral Video Marketing Survey: The Agency Perspective

Feed Company, October 13, 2008 — The tactic of creating and distributing viral video sponsored by advertisers to users on web video sites and blogs is increasing in popularity following a year that saw YouTube-charting videos from major brands such as Levi’s’ “Guys Backflip Into Jeans,” Gatorade’s “Ball Girl,” and Nike “Kobe Jumps Over Car.” A new report released from online video seeding firm Feed Company shows 70% of ad agency and media buying executives plan to increase budgets for viral video marketing in 2009. The ”Viral Video Marketing Survey: The Agency Perspective” culled insights on viral video marketing trends from 40 executives at major advertising agencies and media buying firms including Goodby, Silverstein & Partners, Wieden & Kennedy, Digitas, and... continue reading

Offer Consumers a Meaningful Service†

Understand What Your Target Needs, Deliver It and Stick With It

Advertising Age, July 28, 2008 — It's just common sense that if you give a little, you'll usually get a little in return. But to paraphrase President Harry S. Truman, that (inadvertent) font of marketing wisdom, "If common sense were so common, more [marketers] would have it." Marketing is nothing more or less than an exchange of value. The better the value the marketer provides, the more time and attention they'll usually get back from their target. If the value delivered by the marketer is exceptional, then the consumer will pay back the marketer with loyalty and brand evangelism in good times and bad.