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Wall Street Journal, February 20, 2007 — After Irene B. Rosenfeld became chief executive officer of Kraft Foods Inc. in June, she spent months talking to employees and peeking inside consumers' kitchens — from suburban Chicago to the capital of China.
CMO Strategy by AdAge, February 19, 2007 — Hard as it may be, it's a question every CEO and CMO today must meet with an honest answer: Is your brand obsolete? This means taking a cold eye to today's metrics of sales performance and ruthlessly tracking how well the brand satisfies the current and untapped demands of your core customers. It also calls for a disciplined approach to betting on unspectacular brands with enormous promise over seemingly healthy brands that are in fact already on life support.
Wall Street Journal, January 30, 2007 — Arriving at a home in Cincinnati for an evening of a dice game called bunco, Clarissa Niese was greeted with an extensive array of food and drink. "I could immediately see the relevancy to heartburn," says Ms. Niese, an assistant brand manager at Procter & Gamble Co.
Adweek, January 29, 2007 — When your marketing asks consumers to share what they think about your brand, you better be ready to change it in ways you hadn't counted on. Tweaking products to make them more usable isn't only for the clever folks in R&D anymore. I
CMO Strategy by AdAge, January 29, 2007 — I spent many of my early years in marketing in the Middle East for Procter & Gamble and Gillette. It was buying and selling at its most elemental. Each street had its own specialties, its own fragrances, its own community.
Wall Street Journal, January 29, 2007 — Susumu Sato doesn't need glasses to see properly. But he owns 60 pairs and wears glasses daily. Mr. Sato is head of advertising and investor relations at Japanese eyeglasses retailer Meganesuper Co., which requires employees to wear glasses at work. "I change them every day," says the 50-year-old, sporting a pair of black-and-white frames that clash with his navy-blue striped suit.
New York Times, January 28, 2007 — SHOPPING at Costco often goes something like this: Customer comes to buy bulk necessities like toilet paper and dish detergent. Customer buys those items, as well as a pack of giant muffins, three cashmere sweaters and a power tool.
Economist, March 10, 2005 — How and why smart companies are harnessing the creativity of their customers
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