Relevant articles covering issues and challenges facing senior executives today.

Reputation’s Linkage to Business Performance [PDF]
By Aneysha Pearce

Does reputation matter? If attracting and retaining the best talent, getting customers to buy more and pay more for products and services, and strong financial and/or stock market performance is a priority for your company—then the answer is “Yes.” (February 4, 2010)

Prophet Perspective: Brand Portfolio Strategy [PDF]
By Kevin O'Donnell

Businesses generate up to 90% of their profits from fewer than 20% of their brands, various studies have shown. This suggests that many companies are missing an opportunity to gain both more efficiency and effectiveness from their brand portfolios. (February 4, 2010)

Executive Summary: The Marketing Accountability Imperative  [PDF]
By Michael Dunn

This executive summary outlines the main concepts from Michael Dunn's book, The Marketing Accountability Imperative. (July 26, 2009)

Branding and Contemporary Art [PDF]
By David Aaker

Observing brands in contemporary art can be instructive, especially for firms selling services or products with functional benefits that are hard to objectively value. (Marketing Power, November 2009)

Muji: The No-Brand Brand [PDF]
By David Aaker

One of the strongest retail brands in the world is Muji. BrandJapan has measured brand strength for 1,100 brands in Japan for eight years. Muji always has ranked in the top 30—and usually in the top 20—a consistency shared by only three other retail brands. Few brands deliver more emotional and self-expressive benefits than does Muji. Yet, the Muji brand vision is not to be a brand. It is the no-brand brand. (Marketing News, December 2009)

Addressing The Black Hole of Sponsorships
By Chiaki Nishino and Fred Geyer

Even in a recessionary economy, sponsorships -- and particularly those involving sports -- command a significant proportion of big businesses' marketing mix. But, most marketers are stymied at effectively managing these investments. (Marketing: Sports, January 18, 2010)

Charting The Course
By Andy Stefanovich

The saying, "May you live in interesting times," is considered a curse, but wise leaders will understand it also as a blessing, and use it as a mantra in charting their course through the turbulence.  (Marketing Daily, January 18, 2010)

[2010 trends] Core trends affecting marketers
By Roger Sinclair

If marketers are looking for an easy time in this new decade, they must think again. There are three core trends that are irresistibly affecting the way marketers conduct their business; and they are each substantial. (www.bizcommunity.com, January 13, 2010)

Andy Stefanovich on....Innovation [PDF]
By Andy Stefanovich

Andy Stefanovich answers your questions about innovation, and offers five tips for success. (January 2010)

Applied Innovation: A guide to come up with the “breakthrough idea” [PDF]
By David Warren and Joseph Gelman

The shift in the economic climate has created a sense of urgency among business leaders who need innovation now in order to survive—if not thrive—in the future. Leaders have become impatient to get to the “big idea” that grabs the attention of their customers. This article outlines a framework for creating ideas that is appropriate and relevant to the needs of innovation sponsors within a company—no matter what the economic forecast might be. (Marketing + Ventas, January 2010)

Achieving Accountable Marketing: Six Critical Value Levers Must Be Pulled [PDF]
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. *Please note, this article is in Spanish. (Marketing + Ventas, October 2009)

Effecting the Shift: Let the Transformation of Marketers Begin
By Scott Davis

This ANA Insight Brief shares the five steps that marketers can take in order to lift their marketing capabilities to the next level. *Please note, you must be an ANA member in order to access this content. (ANA, January 2010)

The Silo Crisis [PDF]
By David Aaker

In his latest Marketing News column, David discusses the silo crisis. He argues that product, country, and functional organizational silos are creating waste and inefficiency and, worse, are leading to lost opportunities to develop great products and marketing programs. (Marketing News, October 2009)

GfM Marketing Check [PDF]
By Michael Dunn

Michael Dunn discusses his personal and professional relationship with brands and rectifies the prejudice that CFOs care for money while CMOs only waste the money. *Please note, this article is in German. (Persönlich, December 2009)

Is your brand sharp enough? [PDF]
By Scott Davis

This article features several Kellogg experts, including Scott Davis, and outlines keys to success for great global brands. (Kellogg World, December 2009)

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)

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. *Please note, this article is in German. (Marketing & Kommunikation, October 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)

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)

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.”

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)

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 Brilliant Results to discuss concepts from his book, Spanning Silos: The New CMO Imperative.  (Brilliant Results, August 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)

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)

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)

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)

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.

What Marketing Is Not [PDF]
By Roger Sinclair

Marketing is often described as a profession. It is not. If it were a profession, no one could be a marketer without having completed the requisite training and having the certificate on the wall. Marketing will never be a profession in the true meaning of that term, but marketers will become more professional in what they do if they augment their competency with these additional skills. 

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)

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?

Choose Your Weapon [PDF]
By Roger Sinclair

It came as something of a surprise to me to learn that brand valuation is closely linked to a contributory cause of the world financial credit crisis. A big discussion point right now is how intangible assets that have no active market as a reference should be valued. Apparently, this was one of the major “last straws” in the demise of the banks which used level 2 as the method to value their assets and not level 1. If that means little to you, you are not alone.

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
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)

Don't Blame the Messenger [PDF]
By Roger Sinclair

Marketing is under threat. First it was tobacco, now it is alcohol and food, next it will be motor vehicles, carbonated beverages, and fast food restaurants. It is not the damage that these products are capable of that worries me — it is the attack on marketing as the cause that should concern the industry.

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)