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Prophet, November 1, 2007 — In the environment where you can reach your customers 24/7, success at building a brand—at solidifying and growing your relationship with customers—is really all about being selective. You need to pick the right time and place or, better yet, let the customer pick for you.
Prophet, October 1, 2007 — In this article, Andrew Pierce argues that the question for most companies is not if they will take action to make their brands environmentally friendly, but when and the extent to which they will do so. He then discusses what it takes to successfully make green work as a business and brand builder.
Prophet, September 14, 2007 — In this article that appeared originally in the Wall Street Journal, Dave Aaker argues that to win market share, don’t try to influence what brand of product people buy. Change how they use the product in the first place.
Prophet, September 3, 2007 — In this article, Prophet Chairman and CEO Michael Dunn argues that in order to be effective, marketers need to up their game, take on the new media, and be prepared to be adventurous, extending their influence over many of the critical business growth drivers.
Prophet, September 1, 2007 — Kevin O’Donnell believes innovation’s role as a driver of organic growth and a differentiator that adds substantially to a brand’s value remains as critical as ever. In his inaugural column in the newly relaunched Marketing News, a publication of the American Marketing Association, O’Donnell spells out one solution: Creation of innovation “systems” that foster actionable creativity.
Prophet, July 23, 2007 — Color today’s marketers dazed and confused. It’s an understandable reaction to an environment that has become almost impossibly complex, making it difficult for them to figure out where to start (or much less how to go about) meeting management’s escalating demands for demonstrable returns.
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.
Prophet, May 8, 2007 — In this article, Michael Dunn advises business-to-business brands to do their homework before entering the Chinese market. Are strategic partnerships the way to drive customer loyalty?
Prophet, April 23, 2007 — Two Brands: Burger King and Ford followed different paths in their quests to grow-and stand as case studies of why the best marketing comes from innovation, not desperation.
Prophet, April 17, 2007 — One of the most pressing challenges marketers face today is finding the balance between the art and science of marketing to create strategies and programs that meet measurable business objectives. It’s called marketing effectiveness, and achieving it is doable – once some surmountable barriers are overcome.
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