Articles by Michael Dunn:

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

"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)

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)

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)