Your resource for Prophet's latest thinking.

Customers are (Still) King [PDF]
By Scott Davis

This interview with the Swiss magazine Persönlich was conducted at the 2009 CMO Conference in Zurich. It follows Scott Davis’ first marketing initiative at the age of seven to his latest book and the way the role of visionary marketers should evolve in the future. It offers some interesting insights on good and bad marketers in general and how the crisis-ridden financial services firms could improve their marketing efforts. *Please note, this article is in German. (Persönlich, November 2009)

Create a Positive Narrative at Work [Podcast]
By Andy Stefanovich

Andy Stefanovich talks about the key to increasing productivity and improving the overall tone of your workplace - - create a positive narrative. (Change Nation, November 13, 2009)

Give the CMO More Authority [PDF]
By Roland Bernhard

In this interview published in M&K, the leading Swiss marketing communications journal, Roland Bernhard addresses some of the most challenging topics marketers face today. Roland talks about customer experience, innovation and marketing accountability and explains how commanding these topics help marketers gain a competitive advantage, even in difficult times. (Marketing & Kommunikation, October 2009)

2009 State of Marketing Study: The Shift [PDF]
By Prophet

Our 2009 study, conducted in partnership with the Association of National Advertisers, aimed to understand how marketers are shifting their roles from supporting business growth to being in the driver's seat and leading the growth agenda. Elevating marketing to a higher level requires both mindset and cultural shifts that start with, but are by no means limited to, marketing leadership. Our study uncovered that while marketers from all walks and at all levels understand the need to effect such shifts, they’re further away from its realization than they think. (November 2009)

Reputation Winners and Losers: Highlights from Prophet’s First Annual U.S. Reputation Study [PDF]
By Aneysha Pearce

Does your company have a strong reputation? If it happens to be one of the 130 companies included in Prophet’s U.S. study, you will now be able to find out. (November 2009)

CMOs, Regain Control of Your Destiny [PDF]
By Scott Davis

Senior marketers, ask yourselves: Is marketing’s inability to get the traction it seeks within your organization real or self-imposed? Do you have control over the perception, power, influence, and abilities that marketing can truly bring to the table? Our recent study revealed several alarming findings that point to the need for marketers to start taking back control of the dialogue, and their destiny, within their own organizations. (AdAge, November 4, 2009)

Critical Eye breakfast briefing video: Focus on innovation [Webcast]
By Andy Stefanovich

This video captures the key concepts behind the London breakfast themed, "Inspiration as a discipline for innovation." It features Andy Stefanovich; Pam Powell, SABMiller; and Daryl Dunbar, Reed Elsevier. (Critical Eye, September 2009)

Executive Summary: The Shift [PDF]
By Scott Davis

This executive summary outlines the main concepts from Scott Davis' book, The Shift. (Business Book Review, September 21, 2009)

The Ten Commandments for the Modern Marketer [PDF]
By Scott Davis

Recession, the rise of digital, and the emphasis on media neutrality are just some developments making new demands on marketers and changing marketing’s role in the company structure. In this Marketing Week article featuring Scott Davis, they discuss the ten best ideas for embracing this change and steering your brand for the future. (Marketing Week, October 15, 2009)

Beyond Functional Benefits [PDF]
By David Aaker

David Aaker discusses how brand and marketing strategists can avoid the functional benefit trap. (Marketing News, September 2009)

Ad Trends Signal Shift To Media Quality
By Fred Geyer

Recent advertising spending data has lessons that should make large and small advertisers distinctly uncomfortable, and beg the question: Do they understand their spending well enough to ensure they've shifted to the best vehicles for their business? (Marketing Daily, October 8, 2009)

Aggressive Recession Marketing: When Does It Make Sense? [PDF]
By David Aaker

In his inaugural column for Marketing News, David Aaker discusses when it pays to market aggressively during tough times. (Marketing News, August 30, 2009)

Shifting to a Customer-centric Focus [PDF]
By Scott Davis

Successful companies get it: they report to the customer. But how do you effect a shift away from an out-dated operational focus to one that truly puts the customer front and center? Scott Davis explains that it doesn’t require a re-organization so much as a mind-set shift (plus visionary leadership). (Moving Ahead (American Management Association), October 2009)

Why Marketing Does a Terrible Job of Marketing Itself
By Scott Davis

Scott Davis blogs about concepts from his latest book, The Shift, and discusses the shifts marketers must undergo to become Visionary Marketers. (Bullish On Books (CNBC), October 6, 2009)

Talking Business with Andy Stefanovich [Podcast]
By Andy Stefanovich

Senior Partner Andy Stefanovich speaks with Michael Guld regarding innovation and creativity in business, inspiration, and the “human energy crisis.”

Pressure Makes Diamonds - Driving & Measuring Marketing Impact
By Michael Dunn

The pressure on marketers increases in a downturn. Michael Dunn provides insights on what needs to be done to drive superior marketing investments. Doing analytical homework before starting a marketing campaign, talking the same internal language, and understanding relevant customer segments, are a few. It sounds like basic marketing, but is still a struggle for many marketers. *Please note this article is in German. (Handelszeitung, September 9, 2009)

Shifting Retailers Respond to “Season of Discontent” [PDF]
By Peter Dixon and Scott Davis

Retailers have always been driven by the seasons. The holidays, of course, and particularly Christmas. Fall and back to school. The ushering-in of spring and summer, with promotions around fun and leisurely pursuits. Since the recession officially reared its head in January of 2008, retailing has added a new season to its lineup: The “season of discontent.”

Are Sponsorships the Black Hole in Your Marketing Mix? [PDF]
By Chiaki Nishino and Fred Geyer

This article outlines how marketers can escape the “black hole” of sponsorships and achieve immediate and sustainable results by combining impact analysis with a well-structured, strategic approach to sponsorship selection and management. (September 2009)

Scott Davis on KFNN-AM "Business for Breakfast" Show  [Podcast]
By Scott Davis

Scott is interviewed about concepts from "The Shift." (KFNN-AM, August 31, 2009)

What do CFOs have that CMOs don’t?
By Francisco Pinedo and Scott Davis

We have to admit: as marketers we can be good at many things; but marketing ourselves is not one of them. Time and time again in the race to occupy the CEO seat, CFOs win. CFOs are increasingly becoming the CEO’s right hand, and we are watching the CMOs struggle to get a seat at the table. (utalkmarketing.com, August 2009)

What Every CMO Needs to Succeed  [Podcast]
By David Aaker

David Aaker explains to listeners what the pitfalls and dangers of operating in a silo environment are, highlighting the key takeaways from his 2008 best-selling book, Spanning Silos.

The Five Roles of the CMO
By David Aaker

According to David Aaker, today's CMO may wear up to five potential hats: facilitator, consultant, service provider, strategic partner, strategic captain.  In this excerpt from David's new book Spanning Silos, he discusses the five roles and what impact they potentially can make in an organization. (1to1Media.com, August 26, 2009)

Spanning Silos: Q&A with David Aaker [PDF]
By David Aaker

David Aaker sits down with Brillant Results to discuss concepts from his book, Spanning Silos: The New CMO Imperative.  (Brillant Results, August 2009)

Business Matters Video Podcast: Scott Davis [Webcast]
By Scott Davis

This 10-minute video podcast features an interview from the BMA Annual Conference with Scott Davis, author of The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Drivers. (BMA, August 19, 2009)

Interview: Scott Davis on "The Shift" [Podcast]
By Scott Davis

Scott is interviewed by Brian Roger of The Customer Collective about concepts from "The Shift." (The Customer Collective, August 18, 2009)

Branding in Merging or Acquiring Spain’s “Cajas de Ahorros”
By Joseph Gelman

Spanish Cajas have a strong emotional connection with their regional roots, and hence, when considering M&A activities among these, it is critical to be very cautious and careful. However, these processes also generate the opportunity to provide the new company – the one combining 2 or more Cajas- with a powerful and differentiated brand identity; something that currently none of the Cajas have. *Please note this article is in Spanish. (Cinco Dias, August 11, 2009)

First Business: The Message and The Marketing
By Scott Davis

GM & Chrysler are reworking their business operations and repairing their public images. The U.S. auto industry is among the businesses changing how they market and sell themselves to potential customers, hoping to find profits. This TV interview features Scott Davis talking about how automakers need to make "The Shift." (First Business, WCIU, August 12, 2009)

A smoke in favor of tobacco companies
By Joseph Gelman

Restrictions on how the tobacco industry can market their product is a reflection of how the Spanish government feels, which can be summarized as “You must not smoke in Spain.” In this regard, people's right to buy a legal product is being threatened, and even worse, a double standard is being used on the industry, especially considering that ultimately the government is the biggest beneficiary in the commercialization of these products. *Please note, this article is in Spanish. (El Confidencial, July 16, 2009)

Brand Valuation: A New Path To the Boardroom [PDF]
By Roger Sinclair

If the marketing budget — which always ranks very high on the schedule of costs on the income statement — was viewed more like the investment in assets, more marketers would sit on the board and have the ability to explain and report on the crucial assets within their purview. (July 28, 2009)

Livewithjay.com podcast with Scott Davis [Podcast]
By Scott Davis

In this podcast, Scott discusses "The Shift," and his passion about the new role he would like to see chief marketers assume in today’s business landscape. (LivewithJay.com, July 22, 2009)

The Shift: The Transformation of Today’s Marketers Into Tomorrow’s Growth Leaders [Webcast]
By Scott Davis

This webinar, done in conjunction with the ANA, features Scott Davis outlining key concepts from his new book, "The Shift." (July 9, 2009)

An Interview with Scott Davis, Part 2 of 2 [Podcast]
By Scott Davis

In the final segment of the StrategyDriven podcast, Scott continues the dialgoue around the bottom line benefits of the Chief Marketing Officer serving as an organization’s corporate growth leader. (StrategyDriven, July 9, 2009)

How to Keep Aging Brands Relevant [PDF]
By Joseph Gelman

Joseph Gelman discusses why some brands may not be relevant to consumers anymore and how this trend could be avoided. Through several examples of “old” brands, such as Telefónica, Ford, and Burger King, which managed to renew their image, Gelman studies different formula to make a brand become young again. *Please note, this article is in Spanish. (Brand Life, July 2009)

Welcome to the Network Era
By Scott Davis

In this article, Scott Davis discusses the concept behind Shift 2 from his latest book.  He writes about managing the network opportunity for your business, and the challenges to understanding and embracing these dynamics. (800ceoread, July 8, 2009)

An Interview with Scott Davis, Part 1 of 2 [Podcast]
By Scott Davis

In this StrategyDriven podcast, Scott examines the bottom line benefits of the Chief Marketing Officer serving as an organization’s corporate growth leader. (StrategyDriven, July 2, 2009)

Owning the Right Strategic Imperatives
By Scott Davis

In this article Scott Davis outlines a marketer's 5-step plan to becoming a growth catalyst. (The Advertiser, July 1, 2009)

The Advertising Show: Focus on Marketing Accountability [Podcast]
By Michael Dunn

In this one-hour interview, Michael Dunn discusses concepts from his latest book, "The Marketing Accountability Imperative," and challenges the traditional thinking behind marketing accountability. (The Advertising Show, June 26, 2009)

Back to the Future [PDF]
By Roland Bernhard and Tobias Ammann

This article suggests a way forward for the Swiss financial market center and its international banks. It argues that while loosening the secrecy law will take away one USP and cause uncertainty among clients, it will be beneficial in the mid term. The opportunity lies in a key pillar of Swiss banking: integrity. By aligning business practices and behaviour to the desired brand identities, the Swiss banking brands are likely to recover and regain strength by delivering a relevant promise in a credible way. *Please note this article is in German. (Persönlich, May 2009)

The Prophet Customer Experience Report: Supermarkets [PDF]
By Prophet

Our second report in the series examines the customer experience in the UK’s supermarkets. The phenomenal change in the food retailing landscape over the last ten years clearly shows that consumers are more than happy to change brands. That change is not just based on price, but price combined with customer experience. (June 2009)

For CMOs to Be Visionary Leaders, They Must Have a P&L Mind-set [PDF]
By Scott Davis

Walmart’s Stephen Quinn has it. Steve Meyer of Dell services and Cammie Dunaway of Nintendo have it, too. “It” is a P&L mind-set.  It’s a mind-set critical for senior marketers to develop or sharpen if they expect to advance from being order takers or sales supporters to enterprise-wide, visionary leaders. (AdAge, June 3, 2009)

A Memo to the CEO: Marketing Matters
By Michael Dunn

Michael Dunn recently spoke to Consulting about The Marketing Accountability Imperative. This interview reviews the book's tools, metrics, and anecdotes designed to help marketers navigate through this new landscape by proving ROI and communicating their mission and results more effectively with the executives in the corner offices.  (Consulting, June 2, 2009)

A New Class of Asset [PDF]
By Roger Sinclair

What is a brand and when does it become an asset? In this article, we discuss the history of brand valuation.

Brand Valuation Is the Thing! [PDF]
By Roger Sinclair

Why are companies using brand valuation? There are many reasons including, in a few cases, sheer curiosity. Using a case study of the Australian wine industry, Roger explains why brand valuation is the thing.

An Interview with Michael Dunn, author of The Marketing Accountability Imperative [Podcast]
By Michael Dunn

In this StrategyDriven podcast, Michael explores the challenges and solutions to creating alignment between an organization’s strategic and marketing plans and accountability to achieving predetermined marketing results. (StrategyDriven, May 14, 2009)

The Inspiration Discipline - Using Inspiration to Drive Business Growth [Webcast]
By Andy Stefanovich

This 60-minute webinar will change how you view the world around you. Sound like a big claim? It is. But we believe that putting a different lens on the way you view everything from a glass of water to a lamppost to subway graffiti can radically change the way you view, and ultimately impact your business.  (May 7, 2009)

The Shift: The Transformation of Today’s Marketers Into Tomorrow’s Growth Leaders
By Scott Davis

Scott Davis' latest book outlines the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive both the growth agenda and bottom-line results.

Economy Spells Opportunity to Evaluate Brand Portfolio
By Jorge Aguilar and Larry Lucas

Companies that are successful over the long term are those that use this economic turbulence to rethink and optimize their businesses and portfolios in preparation for the recovery that’s sure to come. (Brandchannel, April 27, 2009)

The Prophet Customer Experience Report: Retail Banks [PDF]
By Prophet

Our first report in an upcoming series examines the customer experience in the UK’s retail banking sector. Under the microscope for months, and the subject of intense criticism over its role in the current economic crisis, the banking sector perhaps has most to fear in terms of customer backlash. (April 2009)

Michael Dunn discusses "The Marketing Accountability Imperative" [Podcast]
By Michael Dunn

In this Jossey-Bass sponsored podcast, Michael answers questions and outlines key concepts from his book. (Jossey-Bass podcast, March 2009)

The Inspiration Discipline [PDF]
By Andy Stefanovich

A common scenario in corporate headquarters these days features the Chief Innovation Officer having a meeting with her Innovation Council in the recently completed, state-of-the-art Innovation Room, frowning at the results of their efforts to create a “culture of innovation.” Why don’t they have it? Why aren’t they getting the output they need?

Restore Confidence With Decisive Action [PDF]
By Andrew Pierce

Repairing the damage done to consumer confidence is not going to be easy, and many of the sector’s brands that were once pillars of the community (Lehman Brothers, Bear Sterns, and others) are beyond the task. But the work starts now, and falls to marketing leaders to draw on all the best thinking and resources at their disposal to get the job done. (Marketing News, December 15, 2008)

Making Marketing Smarter Amidst the Cuts  [Webcast]
By Fred Geyer

In this economy, budget cuts may well be necessary to survive. In this Aquent-sponsored AMA webcast, Fred Geyer outlines how businesses can use their existing intelligence to address five tough questions and rigorously guide how best to reduce and reallocate their budgets in difficult times. (American Marketing Association webcast, March 19, 2009)

Waste not/want not - Helping Marketers Meet the Accountability Imperative [Webcast]
By Michael Dunn

This 60-minute webinar features Prophet Chairman and CEO, Michael Dunn, presenting concepts from his new book, The Marketing Accountability Imperative. (March 26, 2009)

Making Marketing Smarter Amidst the Cuts
By Michael Dunn

Michael Dunn blogs about concepts from his latest book, "The Marketing Accountability Imperative," and discusses five tough questions in guiding how best to reduce and reallocate budgets. (Jossey-Bass on Leadership, March 23, 2009)

The Shift: Becoming Visionary Marketers Who Control Quest for Growth  [PDF]
By Scott Davis

This article, focused on key themes from Scott Davis' upcoming book, "The Shift," outlines a series of profound shifts that have ushered in a new era in marketing. This era is marked by Visionary Marketers who know that no one is better suited to help drive the growth agenda than the head of marketing.

Re-launching brand USA
By Alistair Robinson and Benjamin Lickfett

Countries are like brands, they make a promise about what they will deliver to the world and most importantly what they will deliver to their customers, their citizens. (inthenews.co.uk, February 19, 2009)

NHL: Brand Resurrected
By Andrew Pierce and John Conti

The National Hockey League is a remarkable turnaround story serving as a lesson for brand reinvention. (Marketing Daily, February 16, 2009)

Goya is Big, But Not Great (Yet) [PDF]
By Jorge Aguilar and Larry Lucas

When you think about prepared Hispanic foods, Goya is the brand that most likely comes to mind. Many brands are at a similar impasse, investing significant resources in the quest to become authentic Hispanic brands. But they end up stuck in the middle, unable to connect with this demographic group and undifferentiated against competition. Why? (Brandchannel, February 16, 2009)

Lux Brands Face Tough Balancing Act [PDF]
By Kevin O'Donnell

Luxury brands face no small dilemma these days as they try to deliver growth without compromising cachet—all against the backdrop of a severe global recession that’s sure to challenge their fabled resistance to downturns. (Marketing News, February 2009)

Brand Challenge: Renovate Before It’s Too Late [PDF]
By Fred Geyer

Stories of marketing heroes who transform poorly performing brands never fail to enthrall us. But why do some brand leaders wait until their brands are at the breaking point, and at risk of joining such brands as Radio Shack, 7Up, or the GAP, for which renovation may be too late?

Correcting the Brand Backlash [PDF]
By Kevin O'Donnell

The anti-brand backlash can be contained, Kevin argues, by teaching those who think a brand is just a name slapped on a package that the true concept of Brand is the 360-degree experience a consumer has with it. (Marketing News, November 2008)

Why Sony Missed the iPod - The Curse of Silos
By David Aaker

Sony's three silos thwarted their efforts to create a new category and preempt Apple's iPod. It is likely that a product that combined the energies, resources, and customer insights of the three silos and was improved over time would have been successful and that the iPod opening would not have materialized. (Marketing Daily, February 6, 2009)

The Reputation Challenge: Building Corporate Reputation to Drive Business Performance [PDF]
By Aneysha Pearce

Corporate reputation must be built. It must be supported and managed. And, it must be an authentic reflection of the business — its culture, value system, and behaviors. Businesses that expect to experience the kinds of success achieved by best-practice organizations will understand that truth. And they will create and live the kind of meaningful purpose that will allow them, too, to more effectively reap the benefits of a strong reputation.

The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments
By Michael Dunn

Michael Dunn's latest book helps marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions.

Innovation In a Recession: Necessary and All the More Possible [PDF]
By Prophet

While it is tempting to cut resources, slow down product launches, and refocus only on the core, companies that continue their commitment to innovation are more likely to reap great rewards. (January 2009)

Get Out of the Silo
By David Aaker

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. (Strategy + Business, January 20, 2009)

Achieving Accountable Marketing: Six Critical Value Levers Must Be Pulled
By Michael Dunn

Accountable marketing performance is an achievable goal. By focusing on, and unlocking the power of the six critical value levers, the marketing organization will prove out its value to the business as a whole as the creative yet rational source of future growth. (Brandchannel, April 13, 2009)

Brand Strategy: The Key to Confronting a Crisis [PDF]
By Bernhard Schaar and Francisco Pinedo

CMOs are responsible for managing the assets, resources, and tools that are needed to confront a crisis. That’s why they have to play a more active role in their organizations, trying to generate alternative solutions (instead of just following/obeying them). This article explains a 5-step process to develop an effective brand strategy. *Please note, this article is in Spanish. (Marketing y Ventas, January 2009)

Marketing and the Need to Span Silos [Podcast]
By David Aaker

David Aaker is interviewed on the The Engaging Brand blog, discussing key themes for "Spanning Silos: The New CMO Imperative." (The Engaging Brand Blog, November 2008)

Making Marketing Smarter Amidst the Cuts [PDF]
By Chiaki Nishino and Fred Geyer

The troubled economy is forcing corporate leaders to re-evaluate their spending plans across the board and marketing is not exempt. In fact, marketing is often first in line for cuts as corporate leaders attempt to identify immediate cost reductions that may take longer to achieve in other areas. (December 2008)

Sauce of Conversation [PDF]
By Vanessa Cohen

In this article, Vanessa discusses Pizza Hut’s rebranding of some of its outlets as ‘Pasta Hut’ and whether or not it will produce long-term growth for the brand.  (Also available at http://www.brandstrategy.co.uk/) (Brand Strategy, December 2008)

An interview with David Aaker on "Spanning Silos"
By David Aaker

In this blog posting, personal branding expert Dan Schawbel speaks to David Aaker about his new book "Spanning Silos." (Marketingweb, December 2008)

Marketing in a Silo World: The Challenge for Chief Marketing Officers
By David Aaker

In this article, David Aaker examines how silo barriers within organizations can be reduced or eliminated, leading to stronger offerings and brands and effective synergistic marketing strategies and programs.  *Please note, there is a fee to obtain a copy of this article. (California Management Review, Fall 2008)

Get (and keep) Great People [PDF]
By Roland Bernhard

This article examines the Employee Value Proposition as a potential strategy for attracting and retaining the best people in tough times. (Customer Strategy, November 2008)

Exclusive Interview with Marketing Pioneer David Aaker
By David Aaker

This blog post, written by Dan Schawbel, features an interview with David Aaker discussing his new book, "Spanning Silos: The New CMO Imperative." (Personal Branding Blog, November 19, 2008)

Tools for Profit [PDF]
By Michael Dunn and Roland Bernhard

This article outlines how CMOs can make better marketing spend decisions and evaluate the success or failure of their decisions. They argue that marketing effectiveness can be improved by following six key levers. *Please note, this article is in German. (Absatzwirtschaft, November 2008)

A Plan for Spanning Silos
By David Aaker

David Aaker discusses concepts from his latest book, "Spanning Silos: The New CMO Imperative." He outlines a variety of ways to address silo-driven problems. *Please contact Prophet for a copy of this article.  (AdAge, November 10, 2008)

Radio Show Author Series: David Aaker  [Podcast]
By David Aaker

This Marketing News Radio interview with David Aaker focuses on the key themes from David's newest book, "Spanning Silos: The New CMO Imperative." (Marketing News Radio, October 29, 2008)

Abandoning Old Marketing Paradigms [PDF]
By Prophet

This article summarizes the speeches that given at the 2008 CMO Conference in Switzerland. It reflects the latest marketing thinking of branding gurus such as Jean-Claude Larréchés from INSEAD, and David Aaker, Vice Chairman of Prophet. *Please note, this article is in German. (persönlich, October 2008)

Offsetting the Risks of Innovation [PDF]
By Jorge Aguilar and Kevin O'Donnell

Classic financial theory has it that all else being equal, the greater the risk, the greater the return. And when it comes to innovation, those businesses that are the most successful embrace that notion.

Powerbrands in Crisis [PDF]
By David Aaker

In this interview with David Aaker, he discusses the consequences of the financial crisis on brands in the financial services industry, the silo thinking of globally operating companies, and the short duration of CMO’s in their jobs. *Please note, this article is in German. (persönlich, October 2008)

Spanning Silos, A CMO’s Job Guide
By David Aaker

Michael Krauss, a writer for Marketing News, calls David Aaker's book a "must-read for every chief marketing officer and any marketer that aspires to that lofty C-level role."  *Please note, this article is not available online.  Please contact Prophet for a copy.  (Marketing News, October 15, 2008)

From Silos to Synergy [PDF]
By David Aaker

The existence of functional silos is a serious challenge for CMOs. This article, based on David Aaker's latest book, "Spanning Silos: The New CMO Imperative," discusses ways to combat silos to advance marketing and develop stronger offerings and brands. (The Advertiser, October 18. 2008)

“Cart Before the Horse” Marketing? Neigh! [PDF]
By Fred Geyer

For all the great marketers and great marketing, we still see too many instances of what I call “cart before the horse” marketing. The cart, of course, is marketing tactics, while the horse is the need to meet critical customer needs. The result is strategies and initiatives that falter before the finish line.

How Financial Services Marketers Should Deal With Crisis of Confidence [PDF]
By Chiaki Nishino and Fred Geyer

As the global financial meltdown spreads, it’s clear that financial brands have been profoundly damaged by a crisis of confidence among their stakeholders. Brands that until a few weeks ago were pillars of the community are today widely distrusted.  Marketing leaders didn’t get financial institutions into this mess. But they will be instrumental in repairing the damage.

The Future of Wall Street Brands [PDF]
By Joseph Gelman

The global financial services crisis raises issues for CMOs who now find themselves with new brands in their portfolios. Actions undertaken to protect brand equities of all the players — whether acquirers or acquired — must be carefully considered against a backdrop of customers, comparative health issues, and strategic compatibilities.

David Aaker presents Spanning Silos: The New CMO Imperative [Webcast]
By David Aaker

In September, 2008, Prophet proudly sponsored the first-of-its-kind European CMO Summit, themed “The Future of Marketing.” In this video, David Aaker discusses his upcoming book, Spanning Silos: The New CMO Imperative.

How to Cope With Aging Brands [PDF]
By Joseph Gelman

Individual brands, or even whole categories, that were once important for a particular consumer segment, become irrelevant as society evolves and tastes change.  Should you completely lose your current brand equity association so you can become relevant to new consumers? (World Advertising Research Center, October 2008)

Why our Automakers are Eating Competitors' Dust [PDF]
By Andrew Pierce

The U.S. automotive industry presents yet another cautionary tale of how myopic thinking can decimate, if not destroy, brand equity and financial performance, leaving an iconic sector of American business choking in competitors’ dust. (Marketing News, October 1, 2008)

Make the Endorser Strategy Work [PDF]
By Kevin O'Donnell

I’m as fond of Mrs. Butterworth and her syrup as the next person. Splashed on pancakes or waffles? Delicious. As a special sauce to make my insurance bills a bit more palatable? Maybe not so much. (Marketing News, September 2008)

Spanning Silos: The New CMO Imperative
By David Aaker

David Aaker’s latest book discusses the prominence of silos within organizations and the disruption it causes to marketing efforts and overall company survival. He argues it’s up to Chief Marketing Officers to break down silo walls to foster cooperation and synergy.

The Marketing Mix [PDF]
By Joseph Gelman

Joseph Gelman argues that the concept of bank branches is still alive, despite claims to the contrary. Banks should therefore take advantage of this situation to transmit the essence of their brand to clients at all points of interaction, particularly in light of the current cash crisis. (Strategic Marketing, July/August 2008)

Tough Times Increase Pressure To Meet the Marketing Effectiveness Imperative [PDF]
By Chiaki Nishino and Jay Milliken

Jay Milliken and Chiaki Nishino expose the notion of marketing effectiveness in times of recession, placing particular emphasis on Test and Learn.

Where Do the Best Ideas Come From? The Unlikeliest Sources [PDF]
By Kevin O'Donnell

There's a "secret sauce," as a friend would put it, to creating a recipe that works for serving up innovation success. But if businesses have trouble getting it quite right, it's because they're short on a critical ingredient: inspiration. (AdAge, July 16, 2008)

“Customer Experience” – Managing an integrated brand [PDF]
By Andrea Hilber and Roland Bernhard

CMOs can no longer invest in traditional marketing channels.  They must focus their marketing dollars on customer touchpoints that create the greatest opportunity to generate sustainable brand value.  *Please note, this article is in German. (Marketing & Kommunikation, July/August 2008)

Innovation Quest: Catalytic Leaders Set the Pace [PDF]
By Kevin O'Donnell

Innovation appears to be the holy grail of our times.  But the innovation quest is long, laborious and not for the faint of heart.  Success requires strong leadership setting the pace: a catalyst and change agent who has the vision, desire and ability to enlist and inspire others to the cause. (Marketing News, June 1, 2008)

The Advertising Show: Focus on Marketing Effectiveness and Innovation [Podcast]
By Andrew Pierce

Andrew Pierce, Senior Partner, talks about innovation and marketing effectiveness in this segment from The Advertising Show. (The Advertising Show, June 6, 2008)