Only P&G, Reckitt Convey Value of Marketing in Annual Reports†

Global Survey Shows Most Top Marketers Need to Do More to Connect Brand to Bottom Line

Advertising Age, August 14, 2009 — Only two companies, Procter & Gamble and Reckitt Benckiser, have figured out how to communicate the importance of brand to the bottom line in their annual reports, according to a survey of these documents from major marketers.

The lesson: If marketers want to win the battle for company resources, they must work harder to promote their contribution to the bottom line in annual reports, according to a new global survey by the Institute of Practitioners in Advertising in the U.K.

The Difference Between Building a Business and Building a Brand†

Don't Confuse the Latter With Celebrity Index

Advertising Age, January 5, 2009 — Are you building a business? Or are you building a brand? Silly questions, you might be thinking. Naturally, you are trying to do both.

But that might be a mistake.

What's good for the business is not necessarily good for the brand. And vice versa.

If GM Has a Brand, It's General Misery†

Company Has Eight Brands, but No Brand Messaging

Advertising Age, December 2, 2008 — "How Detroit drove into a ditch" is the headline of an article in the Oct. 25 issue of The Wall Street Journal.

When the most respected business publication in the world writes a 2,000-word article on the problems of the U.S. automobile industry, you have to assume it knows what it's writing about. Especially since the author of the article is the Journal's former Detroit bureau chief and a man who is writing a book about America's car culture.

Survey: Wal-Mart Among Best 'Value' Brands†

YouGovPolimetrix places AIG at bottom of insurance heap

Adweek, November 4, 2008 — A recent survey by YouGovPolimetrix revealed that the slumping economy is having a significant impact on how consumers perceive brand value. Budget brands like Wal-Mart and Old Navy were ranked highest by consumers, while more upscale brands and financial services firms ranked lowest, reflecting a loss of consumer confidence.

ANA: Most Senior Marketers Don't Grasp Brand Value

Marketing Daily, October 29, 2008 — Now that The Brand Bubble (about which we wrote Oct. 13) has spelled out that most brands--and therefore their companies--are greatly overvalued by the financial markets, we find out that those on the inside do not have a clear idea of what their brands are worth, either.

Chrysler's Woes Are Partly The Result of Poor Quality†

Auto Makers Showing in Consumer Reports Survey Is Evidence of Miscues

Wall Street Journal, October 27, 2008 — Detroit's Big Three look like they will soon be a Smaller Two. Industry leaders and investors are still absorbing the idea that Chrysler LLC could disappear. A lot of consumers have already moved on.

Chrysler's woes arise from many mistakes, compounded by bad turns of luck. But the company's failure to keep up with rivals on quality is a significant, and underrated, factor in its current crisis.

"The Marketing Mix"

Novel ideas for generating new business

Prophet, September 1, 2008 — Focuses on lessons learned from from the resurging bank branch network

Make a Case for Your Brand†

Study Shows Brand Strength Does Have an Impact on Profitability and Risk

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.