Insights by Scott Davis:

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)

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)

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)

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)

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)

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)

The Role of Marketing and Brand in Driving Growth [PDF]
By Scott Davis

Citing results from our State of Marketing survey, this webcast given by Scott Davis looks at the definition of growth within organizations and highlights inconsistencies in the way it is defined by chief executive officers, chief marketing officers, and other executives. Learn techniques you can use to identify opportunities for brand-driven and marketing-driven growth, and find out how to align your organization by creating synergies between business, brand, and marketing strategies. Finally, we provide a summary of findings and best practices that can help your organization close the growth gap. (Microsoft Executive Circle, 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)

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)

Making Good on Marketing's Promise
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)

A View From the Top: Career Insight From Prophet Senior Partner Scott Davis [Podcast]
By Scott Davis

In this podcast, Scott discusses his career thus far, what has helped make him successful, and what he values most in the people that work with him. (MarketingProfs, 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)

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)

Kellogg on Branding
By Alice Tybout and Tim Calkins

This book combines the thought leadership of the school's highly regarded marketing faculty with perspectives of senior business executives with years of experience in brand building. It includes a chapter written by Scott Davis titled "Building a Brand-Driven Organization."

Brand Portfolio Strategy: Managing and Investing in the Right Brands to Drive Business Results [PDF]
By Scott Davis

In this first webcast of a three-part series ("Using Brands to Drive Growth") originally presented to members of the American Marketing Association, Scott Davis reveals how to manage a portfolio of brands to optimize business growth and profoundly affect your firm's profitability. Using the latest thinking from Brand Portfolio Strategy, written by David Aaker, Prophet's Vice-Chairman, and leveraging Scott's extensive brand portfolio work with leading companies, he introduces strategic ways to stay relevant with customers, capitalize on under-leveraged brands, and generate energy among your brands. To listen to the audio version, play the on-demand webcast.
(American Marketing Association, 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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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, 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)

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)

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)

Harmonizing Your Touchpoints [PDF]
By Scott Davis

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 Asset Management
By Scott Davis

In this book, learn how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success, and long-term profitability.

Building the Brand-Driven Business
By Michael Dunn and Scott Davis

In this book, learn how to map out a strategy that can help an entire organization manage and live (not just think about) its brand.

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)

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)

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)

Extending the Brand: How to Optimize the Brand-Customer Relationship [PDF]
By Scott Davis

This article examines how companies can develop an optimal customer experience by extending brands into new channels and customer touchpoints. (Journal of Consumer Marketing, April 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)