Articles by Jeff Smith:

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)

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)

Brand's Bedfellow [PDF]
By Jeff Smith

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

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)