Relevant articles covering issues and challenges facing marketers today.

Determination of Fair Value of Intangible Assets for IFRS Reporting Purposes [PDF]
By Roger Sinclair

Since brands are now assets when they are included in a business combination, ways of valuing them must be developed that take account of their special characteristics. In this article, we demonstrate that brands do have characteristics worthy of special consideration and that valuation professionals might have to adopt some unfamiliar approaches to do full justice to this form of intangible asset.

After the Harvest Comes the Fallow Phase [PDF]
By Roger Sinclair

In this article focused on professional services companies, Roger argues that there is a negative correlation between the time a services company completes the job and the level of commitment for clients to buy again. To combat this, professional services companies should adopt a new form of brand equity research. (AMA Research in Services Conference, 2003)

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)

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)

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.

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)

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)

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.

Marketing Effectiveness in a Recession [PDF]
By Joseph Gelman

Joseph Gelman exposes the notion of Marketing Effectiveness in times of recession, placing particular emphasis on Test and Learn. *Please note, this article is in Spanish. (La Gaceta de los Negocios, July 18, 2008)

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)

Dispelling the Myths About Open Innovation [PDF]
By Prophet

The concept of Open Innovation is increasingly familiar and many organizations are eager to position themselves to harness its potential. However, considerable confusion exists around what Open Innovation is and what it isn’t. This article aims to dispell three of the prevailing myths about Open Innovation.

How to Win the Hearts and Minds of Hispanic Customers [PDF]
By Andrew Pierce and Jorge Aguilar

With the Hispanic population in the US expected to surpass white non-Hispanic inhabitants by 2030, marketers are scrambling for ways to tap into growing spending power while generating loyalty to their brands. Strong, enduring brand loyalty can be built among Hispanics, but not by using tactics that work for white, Middle America. (MarketingProfs, June 17, 2008)

Beware the Pitfalls of the Green Branding Push [PDF]
By Joseph Gelman

In this opinon piece, Joseph Gelman and Francisco Pinedo from Prophet's Madrid office, discuss the pitfalls of "green" branding in the car industry. (Expansión, April 29, 2008)

Multiculti Markets Demand Multilayered Marketing [PDF]
By Andrew Pierce

The growth in minority markets is substantial and their potential buying power is even greater.  Marketers who map out the most customer-centric approaches to establish their relevance to these diverse populations will be rewarded with the kind of strong and enduring brand loyalty that drives sustainable business growth.  (Marketing News, May 2008)

The Risks of Being "Green" [PDF]
By Joseph Gelman

In an interview with the financial daily La Gaceta de los Negocios, Joseph Gelman, Prophet partner and director of the company's office in Spain, talks about the challenges facing green brands. *Please note this interview is in Spanish. (La Gaceta de los Negocios, May 20, 2008)

The Connection Between Brand and Business Strategy [PDF]
By Joseph Gelman

This issue of Marketing y Ventas features a 6-page interview with Joseph Gelman.  In it, he discusses the notion of the empowered CMO, emotional branding, and challenges facing Spanish brands. *Please note, this article is in Spanish. (Marketing y Ventas, May 2008)

RISQUÉ BUSINESS: Sex Sells. Or Does it? [PDF]
By Kevin O'Donnell

Your customers—current and intended—have certain expectations of both your brand and your category. There’s a fine line between outrageous and offensive messaging, and the risk of crossing it and alienating more customers than you entice must be evaluated. (Marketing News, April 2008)

Bank branches faced with the cash crisis [PDF]
By Joseph Gelman

In this opinion article published by the financial daily Cinco Días, 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. *Please note this article is in Spanish. (Cinco Dias, March 20, 2008)

‘Quantilitative’ Research & Beyond: New Platforms for Customer Insights [PDF]
By Andrew Pierce

Web 2.0 is doing a lot more than simply facilitating exciting new ways to establish a brand’s relevance with customers. On the marketing science side, it’s driving an equally exciting morphing of methodologies and the ways we use them. In short, we’re seeing a redefinition of the capabilities in the traditional analytics toolbox. (Marketing News, March 1, 2008)

A Shot to the Heart [PDF]
By Kevin O'Donnell

Brand extensions are often seen as a silver bullet to all that ails maturing brands and business categories. Succeed and you may be on the path to substantial organic growth. Fail, and you join the ranks of some 90% of all new market entrants that prove irrelevant to customers. (Marketing News, February 1, 2008)

Innovation: Brand It or Lose It
By David Aaker

In this article, David Aaker argues that brand strategy is crucially important to an innovation. Without it, the strength of an innovation will be short-lived. 
*Please note, there is a fee to obtain the full text of this article. (California Management Review, Fall 2007)

Test and Learn: Prove Relevance [PDF]
By Andrew Pierce

This article discusses the test-and-learn approach to marketing investment and how it helps build marketing credibility while providing a platform for continuous optimization of the overall marketing mix. (Marketing News, 12/15/2007)

Build a Brand Consumers Will Actually Want to Control [PDF]
By Scott Davis

In this article, Scott Davis answers questions about customer control: Does the customer really want to be your co-pilot? Does the customer want to do the marketer’s work in building the brand? Make your ads? Design your products? Distribute your message? Maybe not, he argues. (AdAge, 11/27/2007)

Marketing-Touchpoints - The UBS story  [PDF]
By Prophet

This article was co-authored with our client, UBS, and has been translated into English from the original German text. It illustrates how active touchpoint management can help in converting prospects to clients, extending relationships to existing clients and therefore driving business results. (Marketing Journal, November 2007)

Learn to Use Communication's Negative Space [PDF]
By Kevin O'Donnell

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. (Marketing News, November 1, 2007)

Brands That Transgress [PDF]
By Joseph Gelman

Turning Green Into Gold [PDF]
By Andrew Pierce

In this article, Andrew 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. (Marketing News, October 1, 2007)

Countering the Innovation Backlash [PDF]
By Kevin O'Donnell

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. (Marketing News, September 1, 2007)

Think Big [PDF]
By David Aaker

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. (MIT Sloan Management Review, September 14, 2007)

Brand Portfolio and Brand Architecture in Single Brand Companies [PDF]
By Prophet

In this article, we discuss how single-brand companies can utilize brand portfolio and architecture to maximize business results.

Rule-Breaking Brands [PDF]
By Bernhard Schaar and Joseph Gelman

This op-ed article highlights how certain brands have been able to ignore the current trend in advertising towards politically correct messages. Prophet's Joseph Gelman and Bernhard Schaar use examples such as Burger King and Direct Line insurance to illustrate their argument.
(El Economista, September 2007)

The CMO Challenge: Exiting the Comfort Zone [PDF]
By Michael Dunn

In this article, 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. (Argent, September 2007)

Peeling Back the Layers on Innovation [PDF]
By David Aaker

Innovation is now a priority in most firms around the world just as quality was two decades ago. The challenge then was how to transform a quality program and results into a quality image. Today the need is to gain image credit for developing an innovative organization and a flow of innovative products. (BrandWeek, May 1, 2006)

Don't Be Afraid to Plunge Into Emerging Media [PDF]
By Scott Davis

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. (AdAge, July 23, 2007)

The Value of the ABN Amro Brand [PDF]
By Bernhard Schaar and Joseph Gelman

Joseph Gelman and Bernhard Schaar reflect on the utility of rebranding processes at a global level, using the case of ABN Amro to illustrate their argument. *Please note, this article is in Spanish. (Expansión, July 2007)

The Elasticity of the BBVA Brand [PDF]
By Joseph Gelman

Joseph Gelman analyzes how BBVA's offering of new products and services might affect the financial entity's brand. *Please note, this article is in Spanish. (Cinco Días, July 2007)

Building a Successful Relationship with China [PDF]
By Michael Dunn

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? (Brand Strategy, May 2007)

The future of Iberia as a brand [PDF]
By Joseph Gelman

In this article in one of the leading Spanish financial dailies, Joseph Gelman and Pablo Barrientos reflect on the planned sale of the leading Spanish airline Iberia and the consequences it could have on the brand. *Please note this article is in Spanish. (Cinco Días, May 2007)

There's Nothing New in Desperate Marketing [PDF]
By Eloy Trevino and Scott Davis

Two Choices: 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. (Advertising Age, April 23, 2007)

Brands Losing Their Shine [PDF]
By Joseph Gelman

In light of the recent bid for Altadis, the Franco-Spanish tobacco company, Joseph Gelman and Pablo Barrientos express their thoughts on the branding challenges facing the tobacco industry, in an opinion article published in the leading Spanish financial daily Expansión. *Please note this article is in Spanish. (Expansión, marzo 2007)

The Brand Challenge
By Prophet

In this opinion article published in the Spanish advertising and marketing portal Marketing Directo, Luis-Eduardo Rodríguez Baptista expresses his views on the current challenges facing the food service industry. *Please note this article is in Spanish. (Marketing Directo, 16 de abril de 2007)

The Seven Surmountable Hurdles to Marketing Effectiveness [PDF]
By Andrew Pierce

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. (MarketingProfs, April 17, 2007)

Only The Strongest CMOs Will Survive [PDF]
By Scott Davis

In this article, Scott discusses the challenges being faced by Senior Marketers and four key mandates they should address on the path toward becoming empowered CMOs. (Advertising Age, January 2007)

How to Get an Ethical Advantage [PDF]
By Prophet

In this article, we discuss three strategies to help companies integrate corporate social responsibility with brand-building efforts. (Brand Strategy, December 2006/January 2007)

At Kohl's, Very Vera Should be Very Wary [PDF]
By Prophet

In this article, Steve Chang discusses the potential impact on Vera Wang's brand by launching a new line of clothing for Kohl's. (BrandWeek.com, October 16, 2006)

Power Switch [PDF]
By Michael Dunn

In many of today's leading organizations, marketing is front and center in driving solid business performance - based on a heightened understanding of and responsiveness to the customer.  Leading the charge are empowered chief marketing officers, who have developed a more expansive influence, range of responsibilities, and view of marketing's capabilities in the broader business scheme. (Marketing Management, September/October 2006)

CEOs, Expand Your Definition of "CMO" [PDF]
By Scott Davis

A recent survey of marketing executives found only 30% want to be a chief marketing officer. Small wonder, then, that CMO longevity is what it is: exceedingly short. How to make the CMO's job more attractive and, perhaps, stretch the tenure out? Read on. (Point, September 2006)

New Challenges to Marketing's Mandates [PDF]
By Scott Davis

In this article, Scott discusses the need for marketers to take a broader view of their role if they are to contribute successfully to business growth.  This includes thoughts around owning the customer experience, successfully using new technologies, and blending business, brand, and marketing strategies. (Admap, June 2006)

Don't Burn Your Brand Equity [PDF]
By Prophet

Brand equity is part of the purchase price of a company.  Prior to, or shortly after senior executives buy a company or merge two or more existing companies, they must decide which brands to keep and which ones to dissolve. Using examples from UBS and BP, this article highlights key questions on brand strategy and how to answer them successfully. *Please note this PDF is in German. (Finance, July 2006)

Align Management as Basis for Change [PDF]
By Scott Davis

It is important to create a brand-centric culture that's open to and encourages change, where management is aligned on everyone's role in fostering that environment, and where the basis for moving forward is a shared vision of and commitment to the best of what the brand stands for. (Point, May 2006)

Interesting Bedfellows - Why a Teaming of HR and Marketing Makes Sense
By Jeff Smith

Companies are increasingly realizing that for brand and business strategies to be aligned, the brand can no longer be driven solely by the activities of the marketing department. Delivering against the promises of a brand strategy requires every level of the organization to live the brand. (AMAnet.org, April 2006)

Sidestep the Message as Medium Trap [PDF]
By Scott Davis

Technology has made it possible, through advanced research and information gathering techniques, to forge a deeper understanding of what matters most to customers. (Point, April 2006)

You are Only as Strong as your Weakest Touchpoint
By Scott Davis

After years of paying lip service to the importance of marketing while engineering and design ruled the roost, technology companies are learning that maybe they need to be more like other businesses after all. (Marketing Profs, April 2006)

Making Good on Marketing's Promise [PDF]
By Scott Davis

Despite marketing's lingering reputation in some senior management circles as the function that is more interested in spending money than bringing it in, top-level marketers increasingly understand they share the same mandate as their peers in the executive suite: To help drive profitable business growth. (Microsoft Executive Circle, March 2006)

The View From the Top [PDF]
By Morag Cuddeford Jones

David Aaker and several other business gurus discuss key consumer trends and new strategic thinking for companies seeking world-beating brand behavior. (Brand Strategy, March 2006)

Cut Ties with Tradition and Expand Your Influence [PDF]
By Scott Davis

When it comes to assessing marketing's effectiveness in creating the type of customer relationships that fuel business growth, consider this: Maybe marketers should stop thinking so much like traditional marketers. (Point, February 2006)

AT&T's Baggage Weighs Down SBC
By Scott Davis

What's in a name? Plenty. It's the most obvious representation of a brand and comes with all sorts of positive and negative associations, externally and internally. (BrandWeek, January 2006) 

Marketers Challenged to Respond to the Changing Nature of Brand Building [PDF]
By Scott Davis

Better-informed consumers are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importance of non-marketing touchpoints such as customer service and the actual in-store experience continues to increase, marketing is challenged to step beyond its traditional role to prove its value in generating business growth. (JAR, January 2006)

Marketers, Heal Thyselves: Rx to Help the CMO Lifespan [PDF]
By Scott Davis

Marketers aiming to better position themselves and the marketing function to add real value to the organization have their work cut out for them. A new year makes the timing right to recap three of the most critical prescriptions for change. (Point, December 2005)

The Best of Both Worlds [PDF]
By Mike Leiser

CMOs need to leverage corporate and business-unit capabilities to reinvent the marketing function. (CMO Magazine, November 2005)

How Marketing Can Support the Innovation Imperative [PDF]
By Mike Leiser

Innovation is a major hot button with businesses these days, given its critical role in driving organic business growth. As one survey of 940 senior managers found, all considered growing revenues through innovation as critical to success. Yet more than half were unhappy with their innovation investment returns. (Admap, November 2005)

Time to Re-Embrace the The "Next Best Customer" Truism [PDF]
By Scott Davis

If it's so axiomatic that "your next best customer is the one you already have," why do marketers expend so much energy — and hard-fought resources — chasing after new ones? (Point, November 2005)

On Track [PDF]
By Prophet

Senior management is placing increased pressure on marketers to justify their budgets, and is continually looking for the bottom-line benefit of brand-building investments. At the same time, current tracking tools offer limited value. By delving into the next generation of brand tracking, marketers can improve both business performance and ease senior management's concerns. (Marketing Management, Sept/Oct 2005)

Chief Marketing Officer: Strategy Dynamo or Creative Dreamer? [PDF]
By Prophet

An organization's senior-most marketing executives can position themselves to better serve as the missing link in the executive team — between marketing's capabilities and corporate growth. (CEO, September 2005)

Innovation: Moving Marketing's Capabilities, Insights Front and Center [PDF]
By Scott Davis

There is a growing need for businesses, and particularly their marketing leadership, to look differently at what constitutes innovation, and create a culture that fosters and rewards it. (Point, September 2005)

Internal Alliances Yield Outside Wins [PDF]
By Michael Dunn

It's all about relationships in today's business world, and for marketers, that usually translates into a mandate to get closer to the customer to solidify the loyalty that helps drive top-and bottom-line growth. (Brandweek, August 2005)

The United Nations in Crisis: Negative Perceptions Call for Savvy Marketing to Rebuild its Brand [PDF]
By Prophet

The UN is in a brand crisis. The damage to its reputation is significant, but if the organization is committed to making some significant changes, it's not too late to change course and correct it's tainted image. (Brandchannel.com, August 2005)

Fixing Brand Bloat: Focus on Customer-Centric Portfolio Strategy, Management [PDF]
By Scott Davis

Businesses today are staggering from the weight of their brand portfolios, and there's no one easy way to lessen the burden. It takes a commitment from the corporation's upper reaches to take a fresh look at the family of brands to ensure they're all working in tandem to drive enterprise-wide business value. (Point, July/August 2005)

Marketing Challenged to Balance Data with Creative Insight [PDF]
By Scott Davis

Too many marketers are unable or unwilling to leap beyond the data to figure out how data-driven insights can be used to drive innovation and address unmet customer needs. (Point, June 2005)

Marketing: The new critical capability in M&A [PDF]
By Kevin O'Donnell

Today's red-hot market for mergers and acquisitions spells huge opportunities - and challenges for marketing leaders and their teams. Three principles are discussed to ensure a successful transaction. (CMOMagazine.com, May 2005)

Corporate and BU Marketers: End division and learn to conquer [PDF]
By Scott Davis

Corporate and business unit marketers must recognize their differences and their common ground, and work together to maximize business success. (Point, May 2005)

Going Against Merging Goliaths Not So Gargantuan a Challenge [PDF]
By Scott Davis

With the recent increase in merger and acquisition activity, this article discusses how marketers in non-merging companies should use this time to reevaluate their strategies to gain competitive advantage. (Point, April 2005)

Marketing Investment Planning - B2B Catches Up [PDF]
By Prophet

From financial services to pharma to energy, B2B companies are embracing marketing. With intense competitive pressures, they have to identify sources of profitable growth, promise a better solution to customers, and ensure efficient and effective delivery on that promise. (Market Leader, Spring 2005)

A Marriage Overdue: Marketing Meets Technology [PDF]
By Scott Davis

No marketing imperative today can be met without without the capabilities and insights of the provided by the organization's technologists. Marketing and IT need to bridge operational gaps to create a less executional and more strategic partnership. (Point, March 2005)

Five Lessons for a Happy Honeymoon [PDF]
By Prophet

Applying a brand lens on post-merger integration can significantly increase chances of success. This article outlines five key lessons, and includes several examples from the pharmaceutical industry. (Pharma Times, February 2005)

Overcoming Marketing Myopia: Time to Graduate From Marcom 101 [PDF]
By Scott Davis

CMOs and the marketing function can expect intensifying pressure in 2005 to prove their effectiveness in aligning their strategies with how customers buy, and with broader business imperatives. (Point, February 2005)

David Aaker's Perspective on the Future of Marketing [PDF]
By David Aaker

In a growing number of businesses, marketing will have more of a strategic role. (The Marketer, January 2005)

Creating the Brand-Driven Business: A Roadmap for the CEO [PDF]
By Michael Dunn and Scott Davis

A point of view on the role CEO's play in creating brand-driven businesses and a toolkit to guide their efforts - reprint of Handbook of Business Strategy 2004 (Thexis, January 2005)

Implications of Customer Service on Brand
By Prophet

A critique of Britain's customer service within the context of how it may impact brands on a global scale.* (Financial Times, December 2004)

Incorporating Brand - and Marketers - in Mix Can Enhance M&A Outcomes [PDF]
By Kevin O'Donnell

This article provides insight into the importance of incorporating brand into a merger or acquisition opportunity for a more successful outcome. (Marketing Magnified, a publ. of the CMO Council, December 2004)

The Acquired Corporate Brand [PDF]
By David Aaker

With the resurgence of mergers in the pharmaceutical industry, companies need to consider the perceived value, role and importance of the acquired brands when determining whether and how to integrate the two organizations. (Pharma Times, December 2004)

The Missing Link [PDF]
By Scott Davis

Creating a connection between marketing and tangible business benefits is job one for the CMO. This article outlines several specific business benefits in which marketing can play a larger supporting role. (CMO Magazine, December 2004)

Tomorrow's CMOs: Eschew Yesterday's Marketing Models [PDF]
By Scott Davis

Marketing is no longer about one-size-fits-all advertising and promotional efforts. Some of the biggest brands are shifting away from moving the masses. The new marketing model is less about messaging and more about understanding your profitable segments of customers in order to design the experiences that are right for them. (Point/Advertising Age, December 2004)

How CMOs Can Earn a Seat at the Strategy Table [PDF]
By Scott Davis

With all the talk of the emerging role of the star CMO as a high-level strategic thinker, this article discusses what separates strategic CMOs from tactical CMOs, long-time CMOs to short-timers, and what gets the CMO a seat at the strategy table. (Point/Advertising Age, November 2004)

Achieving Marketing ROI in Our Lifetime [PDF]
By Prophet

A point of view on the importance of understanding what drives the financial aspects of a business in order to measure marketing ROI. (2005 Handbook of Business Strategy, October 2004)

How Dupont Used Insights From Needs-Based Research to Redefine Brand, Business [PDF]
By Michael Petromilli and Keith Sena

Insights into how DuPont Performance Coatings, a leading supplier of paint systems to the global automotive industry, used customer insights to reposition its brand. (2005 Handbook of Business Strategy, October 2004)

Make Your Mark [PDF]
By Jeff Smith

Given the ever increasing scrutiny of marketing spending, this article discusses various approaches for measuring effectiveness of sponsorships. (The Marketer, October 2004)

Banking on Delivery [PDF]
By Jeff Smith

Banks are generally held to have entrenched attitudes about customers and marketing. But, in conversation with chief marketing officers of several leading banks in Europe, Prophet found evidence of a willingness to embrace the new customer realities. (Argent, Fall 2004)

In Selling Solutions, Success Hinges on Brand's Credibility and Stretch with Customers [PDF]
By Prophet

Technology companies must consider their customers' needs in designing "solutions strategies." This article outlines four key questions that must be addressed to ensure that the brand meets customers' needs. (Influency, a publication of the CMO Council, Fall 2004)

Expand Your Brand's Sweet Spot [PDF]
By Scott Davis

The article addresses the importance of continuing to understand and manage your brand's sweet spot in order to increase likelihood of success of new products, exert more channel power and drive your companies growth. (Brandweek, September 2004)

Brand Master [PDF]
By David Aaker

An in-depth interview with David Aaker on issues in branding and how they are affecting financial services. (Argent, August 2004)

How To Remodel Your House of Brands [PDF]
By David Aaker

A discussion of ten questions to help determine what brand portfolio problems your company may be facing and potential next steps to solving them. (MWorld, August 2004)

Struggling To Find a Voice [PDF]
By Prophet

A discussion of the key observations form a survey of Financial Services Forum members on value and its role in marketing strategy. (Argent, August 2004)

David Aaker asks, "Are you Getting the Most From Your Brand Portfolio?" [PDF]
By David Aaker

There's more to brand strategy than creating and managing a strong brand, especially since virtually all businesses have multiple brands in their portfolios. Too many businesses, however, have neither the underlying strategy nor management processes in place to allow their brand portfolios to reach their full potential as an important driver of business performance. (MWorld, Summer 2004)

Three Strategies for Integrating CSR with Brand Marketing [PDF]
By Prophet

Increasingly, companies are putting a public face on their corporate social responsibility (CSR) activity. The authors describe three different approaches for incorporating CSR activities with marketing activities. (Market Leader, Summer 2004)

UBS: Brand Building in a Global Market [PDF]
By Jestyn Thirkell-White

A case study on the change in brand strategy and brand management apporach at UBS (Admap, July 2004)

Autopsy on Olds: Death By Neglect, Stagnation [PDF]
By Prophet

A perspective on what it takes to save a dying brand. (Automotive News, June 2004)

Brand's Bedfellow [PDF]
By Jeff Smith

Insights on how marketing and HR can work together to achieve business objectives. (Brand Strategy, June 2004)

Creating the Brand-Driven Business: It’s the CEO Who Must Lead the Way [PDF]
By Michael Dunn and Scott Davis

A point of view on the role CEO's play in creating brand-driven businesses and a toolkit to guide their efforts. (Handbook of Business Strategy, Volume 5, No. 1, 2004)

Lessons in Successfully Using a Master Brand [PDF]
By David Aaker

David Aaker highlights some thoughts from his new book, Brand Portfolio Strategy. (Marketing Week, May 2004)

Rise to the Brand Challenge [PDF]
By David Aaker

Insights into five brand hurdles and how marketers can deal with them. (Marketer, May 2004)

Brand Metrics: Gauging and Linking Brand with Business Performance [PDF]
By Prophet

A discussion of the essential components of a brand metrics program, how it can and should be linked to business performance, and how one technology company used brand metrics to help it adjust its brand and business strategy. (Brand Management, May 2004)

Why It Pays to Jump on the Brandwagon [PDF]
By David Aaker

David Aaker, in an interview about his new book, provides examples of brand portfolio issues that companies are facing. (Financial Times, April 2004)

Defining "Brand Chicago" is Key to Luring New Business*
By Scott Davis

A perspective on how the city of Chicago can put its brand identity into action and reap the strategic and economic benefits. (Crain's Chicago Business, April 2004)

Leveraging the Corporate Brand [PDF]
By David Aaker

A perspective on how a company can dial up the importance and role of the corporate (company) brand. (California Management Review, March 2004)

Even Brands Need Spring Cleaning [PDF]
By David Aaker

An overview of his latest book, Brand Portfolio Strategy. (Brandweek, March 2004)

Beware of Pitfalls that Kill Branding Efforts [PDF]
By Prophet

Six pitfalls to avoid to ensure your brand-building efforts are successful. (Marketing News, March 2004)

Brand Metrics: Good, Bad and Don't Bother [PDF]
By Scott Davis

A perspective on the importance of linking metrics to overall business performance. (Strategy, January 2004)

Laying the Blame [PDF]
By Prophet

A commentary on the challenges of branding in the financial services sector. Advertising may increase awareness, however, it is the delivery of excellent customer experience that truly makes a positive impact on a company's brand. (Financial Marketing, January 2004)

Decline of the Master Brand [PDF]
By Prophet

a commentary on the decline of corporate master brands as more flexible models are becoming necessary to accommodate complex business and product liens. (President & CEO, December 2003)

Why Banks Have to Learn Brand Management [PDF]
By Prophet

A perspective on the importance and challenge of building brands in the financial services sector. (Retail Banker International, November 2003)

Branding For Banks [PDF]
By Prophet

An introduction to the importance of brand building in the financial sector, typical challenges that financial institutions face, and a five-step brand management checklist. (Edition IV, News for Banks, November 2003)

Testing Your Brand Limits [PDF]
By Mitch Duckler

A four-step road map to ensure that future new products or services complement, and ideally enhance, the current equities of the brand. (Marketing Management, November 2003)

Understanding Your Brand - Aligning Brand Equity to Drive Business Value [PDF]
By Prophet

A perspective on the importance of knowing what your brand means to target stakeholders, and which elements of it drive value so that brand building investments can be prioritized. (National Hotel Executive, November 2003)

The Power of Brand Differentiator (Abstract)
By David Aaker

An introduction to a new tool that can help companies maintain a competitive age. (MIT Sloan Management Review, September 2003)

Green Ketchup Works, But Not on Blue Fries [PDF]
By Kevin O'Donnell

A perspective on leveraging brand equities to execute successful brand extensions. (Brandweek, September 2003)

"Operationalizing" the Brand: Bringing It to Life Internally Strengthens Brand and Business [PDF]
By Michael Dunn and Scott Davis

A perspective on how companies are adopting a brand-driven approach to business and experiencing not only a stronger brand, but a stronger business as well. (The Business to Business Marketer, August 2003)

Pulling the Hidden Lever - How Hotel Brands Help Tackle Business Issues [PDF]
By Prophet

A point of view on the importance of investing in hotel brands even during tough economic times. (National Hotel Executive, August 2003)

Strategic Brand Value: Advancing use of brand equity to grow your brand and business [PDF]
By Mike Leiser

A strategic approach to profiling and managing brand equity over time, using both qualitative and quantitative modeling approaches. (Interactive Marketing, Vol. 5, No. 1, July 2003)

Viewpoint - Debunking the Myth of Global Branding [PDF]
By Michael Petromilli

Insight into four degrees of global branding supported by examples of companies that follow each style of global brand management. (IndustryWeek.com, June 2003)

Your Brand is Much More than a Name [PDF]
By Prophet

A perspective on the importance of brand building in the insurance industry. (Risk & Insurance, June 2003)

Building Brands from the Inside [PDF]
By Michael Dunn and Scott Davis

An illustration of how companies are beginning to take a broader view of brand as it shifts from its traditional role as part of the marketing function to play an integral part in the overall business strategy. (Marketing Management, May 2003)

What is not Measured is Not Managed: Tracking the Success of Your Brand Investment [PDF]
By Prophet

An overview of how it use metrics to measure the effectiveness of brand investments and to guide decision-making in the hotel industry. (National Hotel Executive, May 2003)

Executive Brand Councils Perform Strategic Role [PDF]
By Scott Davis

Insights into the rise in Executive Brand Councils and the strategic role they play in decision-making. (Marketing News, April 2003)

Brand Metrics Strengthen Business Health [PDF]
By Prophet

A summary of the role of brand metrics and the importance of linking brand and business strategies to select the most appropriate metrics for the your business. (Marketing News, March 2003)

Achieving Consistency - Delivering on Your Brand Promise Across All Customer Touchpoints [PDF]
By Prophet

A framework by which a company can identify, analyze and correct inconsistencies across its customer touchpoints. (National Hotel Executive, March 2003)

Beyond Advertising [PDF]
By Prophet

a perspective on reaching your customers in unique ways. (National Hotel Executive, January 2003)

Harmonizing Your Touchpoints [PDF]
By Scott Davis and Tina Longoria

A perspective on the importance of aligning your brand's touchpoints across all interactions with your customers. The article also provides some consumer products related examples. (Brand Packaging, January 2003)

Getting CEOs on Board With Brands [PDF]
By Michael Dunn and Scott Davis

An overview of the book Building the Brand-Driven Business. (Brandweek, November 2002)

Rebranding and Brand Delivery are Highly Visible Among B2B Companies*
By Michael Dunn and Scott Davis

A look into traditional companies who are rushing to reorganize and integrate brands. (Corporate Brand Management (in Japanese), October 2002)

Brand Schizophrenia: Today's Epidemic*
By Prophet

A point of view on some recent brand extensions. (Brandweek, October 2002)

Study of Institutional Market Can Help in Developing High-Net-Worth Brand [PDF]
By Prophet

A perspective on the importance of developing a solid understanding of customers' needs and goals. (American Banker, October 2002)

Brand Asset Management: How Business Can Profit from the Power of Brand*
By Scott Davis

A look into how several successful companies manage their brands as strategic assets. (Journal of Consumer Marketing, September 2002)

Do Corporate Brands Matter? [PDF]
By Prophet

An overview of the role corporate brands play in the hotel industry. (National Hotel Executive, September 2002)

Effective Branding: More Than Just a Name [PDF]
By Scott Davis

A view on branding today and what a top executive needs to do to protect his/her brand's equity. (MWorld, August 2002)

Creating Brand Harmony: The Strongest Brand Families Are The Ones That Stay Connected [PDF]
By Michael Petromilli

This article addresses how to use brand architecture to drive top and bottom-line growth. (Marketing Management, July 2002)

Great Brand Building is Just a Touch Away [PDF]
By Scott Davis

This article outlines how to manage your brand touchpoints to build strong customer relationships. (Brandweek, June 2002)

Your Brand is Your Most Valuable Strategic Asset [PDF]
By Scott Davis

An in-depth interview with Davis, Scott on how to manage your brand as an asset. (B2Buzz, June 2002)

The Insurance Company Branding Challenge [PDF]
By Prophet

This article reviews the challenges facing many insurance company executives as they attempt to extend their brand(s) into a broader financial services market. (Insurance Marketing Magazine, February 2002)

Operationalizing the Brand: 2002 Best Practices Study [PDF]
By Prophet

Prophet conducted a study among 90 global corporations to explore best practices in branding today. The study found that only a small majority (53%) has a long-term brand strategy in place, and of that number only 40% are "very" satisfied with it. (January 2002)

Brand Assimilation: Aligning Your Employees Around Your Brand [PDF]
By Prophet

Employees can make or break a customer's experience with your brand. Taking a strategic approach to brand assimilation will ensure that that your brand-building efforts create deep and lasting relationships with customers. (January 2002)

Fueling Growth Through Ingredient Branding [PDF]
By Prophet

This article explores the concept of ingredient branding and why it is an important strategy for companies to consider to help protect or grow market share. (SAM Magazine, January 2002)

Brand It!*
By Scott Davis

Article on corporate branding and why organizations need to make brand a strategic driver for the entire organization. (US Business Review, August 2001)

B2B Branding: Avoiding the Pitfalls [PDF]
By Prophet

This in depth article highlights the challenges of building a B2B brand and provides guidance on steps that mangers can take to effectively build their brands. (Business2Business Marketers, July 2001)

Brand Metrics: Your Key to Measuring Return on Brand Investment
By Jeff Smith

this article provides practical advice on how to measure and track one of a company's most valuable assets-its brand. (MarketingProfs, January 2001)

Brand-Customer Relationship: The Face of Your Business Strategy [PDF]
By Prophet

The days of brand building defined simply by awareness and driven by marketing alone are over. Prophet believes that brand is the essential underpinning to a holistic business strategy, requiring that the brand be managed at the highest levels within the organization. (January 2001)

The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge
By David Aaker and Erich Joachimsthaler

This white paper introduces a powerful brand architecture tool, the "brand relationship spectrum" and addresses how companies can manage a portfolio of brand assets. (California Management Review, January 2000)