Insights on Brand:

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. (Marketing & Kommunikation, October 2009)

2009 State of Marketing Study: The Shift [PDF]
By Prophet

Our 2009 study, conducted in partnership with the Association of National Advertisers, aimed to understand how marketers are shifting their roles from supporting business growth to being in the driver's seat and leading the growth agenda. Elevating marketing to a higher level requires both mindset and cultural shifts that start with, but are by no means limited to, marketing leadership. Our study uncovered that while marketers from all walks and at all levels understand the need to effect such shifts, they’re further away from its realization than they think. (November 2009)

Reputation Winners and Losers: Highlights from Prophet’s First Annual U.S. Reputation Study [PDF]
By Aneysha Pearce

Does your company have a strong reputation? If it happens to be one of the 130 companies included in Prophet’s U.S. study, you will now be able to find out. (November 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)

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 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.”

Scott Davis on KFNN-AM "Business for Breakfast" Show  [Podcast]
By Scott Davis

Scott is interviewed about concepts from "The Shift." (KFNN-AM, August 31, 2009)

What Every CMO Needs to Succeed  [Podcast]
By David Aaker

David Aaker explains to listeners what the pitfalls and dangers of operating in a silo environment are, highlighting the key takeaways from his 2008 best-selling book, Spanning Silos.

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 Brillant Results to discuss concepts from his book, Spanning Silos: The New CMO Imperative.  (Brillant Results, August 2009)

Business Matters Video Podcast: Scott Davis [Webcast]
By Scott Davis

This 10-minute video podcast features an interview from the BMA Annual Conference with Scott Davis, author of The Shift: The Transformation of Today’s Marketers into Tomorrow’s Growth Drivers. (BMA, August 19, 2009)

Interview: Scott Davis on "The Shift" [Podcast]
By Scott Davis

Scott is interviewed by Brian Roger of The Customer Collective about concepts from "The Shift." (The Customer Collective, August 18, 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)

First Business: The Message and The Marketing
By Scott Davis

GM & Chrysler are reworking their business operations and repairing their public images. The U.S. auto industry is among the businesses changing how they market and sell themselves to potential customers, hoping to find profits. This TV interview features Scott Davis talking about how automakers need to make "The Shift." (First Business, WCIU, August 12, 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)

Livewithjay.com podcast with Scott Davis [Podcast]
By Scott Davis

In this podcast, Scott discusses "The Shift," and his passion about the new role he would like to see chief marketers assume in today’s business landscape. (LivewithJay.com, July 22, 2009)

The Shift: The Transformation of Today’s Marketers Into Tomorrow’s Growth Leaders [Webcast]
By Scott Davis

This webinar, done in conjunction with the ANA, features Scott Davis outlining key concepts from his new book, "The Shift." (July 9, 2009)

An Interview with Scott Davis, Part 2 of 2 [Podcast]
By Scott Davis

In the final segment of the StrategyDriven podcast, Scott continues the dialgoue around the bottom line benefits of the Chief Marketing Officer serving as an organization’s corporate growth leader. (StrategyDriven, July 9, 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)

An Interview with Scott Davis, Part 1 of 2 [Podcast]
By Scott Davis

In this StrategyDriven podcast, Scott examines the bottom line benefits of the Chief Marketing Officer serving as an organization’s corporate growth leader. (StrategyDriven, July 2, 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 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.

The Shift: The Transformation of Today’s Marketers Into Tomorrow’s Growth Leaders
By Scott Davis

Scott Davis' latest book outlines the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive both the growth agenda and bottom-line results.

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 Importance of Brand Equity in Creating Firm Value [PDF]
By Roger Sinclair

Brand valuation has emerged from its introductory phase and is now on a steep growth slope.  This whitepaper focuses on the financial heart of brand valuation: isolation of the portion of “super profits” generated by the brand. It is argued that the brand is central to a firm’s ability to earn these profits and that it exerts an influence on the resources and capabilities that are directly responsible for a firm’s success. No other intangible has the same linear link between the market which is the source of a company’s revenues, and the wealth the company creates for its shareholders. (2002)

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  [Webcast]
By Fred Geyer

In this economy, budget cuts may well be necessary to survive. In this Aquent-sponsored AMA webcast, Fred Geyer outlines how businesses can use their existing intelligence to address five tough questions and rigorously guide how best to reduce and reallocate their budgets in difficult times. (American Marketing Association webcast, March 19, 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)

The Reputation Challenge: Building Corporate Reputation to Drive Business Performance [PDF]
By Aneysha Pearce

Corporate reputation must be built. It must be supported and managed. And, it must be an authentic reflection of the business — its culture, value system, and behaviors. Businesses that expect to experience the kinds of success achieved by best-practice organizations will understand that truth. And they will create and live the kind of meaningful purpose that will allow them, too, to more effectively reap the benefits of a strong reputation.

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)

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)

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)

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)

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.

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)

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)

Radio Show Author Series: David Aaker  [Podcast]
By David Aaker

This Marketing News Radio interview with David Aaker focuses on the key themes from David's newest book, "Spanning Silos: The New CMO Imperative." (Marketing News Radio, October 29, 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)

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.

David Aaker presents Spanning Silos: The New CMO Imperative [Webcast]
By David Aaker

In September, 2008, Prophet proudly sponsored the first-of-its-kind European CMO Summit, themed “The Future of Marketing.” In this video, David Aaker discusses his upcoming book, Spanning Silos: The New CMO Imperative.

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, October 2008)

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)

“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)

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)

Relevance of branding and user experience in hotels and shopping centres [Podcast]
By Joseph Gelman

Joseph Gelman, Partner, talks to Intereconomía Radio about the relevance of branding and user experience in hotels and shopping centres. *Please note this interview is in Spanish. (Intereconomía Radio, 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)

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)

How to Invest in Branding: The Harrah's Story [Webcast]
By Kevin O'Donnell

In this 90-minute web seminar, Kevin O'Donnell from Prophet and Lisa Marchese from Harrah's will discuss how the largest casino operator in the world uses brand to compete and win in a fiercely competitive and ever-changing market. (MarketingProfs, February, 2008)

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)

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)

Brand Portfolio and Brand Architecture in Single Brand Companies [PDF]
By Teresa Schrezenmaier

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

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)

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)

Prophet's State of Marketing Study: "The Effectiveness Imperative" [PDF]
By Prophet

Marketers continue to face an uphill battle when it comes to creating an effective marketing organization that demonstrably drives the business. Increasingly, senior management looks to marketing to enable, if not drive, short- and long-term business growth. Yet marketers typically don’t see themselves at the wheel for this particular journey. This gap is one of the highlights of our 2006/2007 State of Marketing Survey.

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)

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)

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)

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)

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)

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) 

From Fargo to the World of Brands
By David Aaker

David Aaker's autobiography details the intellectual journey that led to a focus on brands and chronicles his attempts to influence management practices.

Brand Extension: Determining When and Where to Extend Your Brand Into New Markets [PDF]
By Prophet

In this final webcast of a three-part series ("Using Brands to Drive Growth") originally presented to members of the American Marketing Association, we discuss how to achieve growth by extending your brand into new markets — either by geography, by category, or by industry. We explore critical questions including: What are the challenges of managing your brand as you expand its reach to new customers with potentially new product offerings? Are there pitfalls that might damage your valuable brand? Can brands move up or down markets? To listen to the audio version, play the on-demand webcast. (American Marketing Association, November 2005)

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)

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: 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)

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)

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)

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)

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)

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)

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)

The Innovator's Prescription: The Relevance of Brand Relevance [PDF]
By David Aaker

A perspective on the importance of maintaining relevance with customers and strategies to help companies achieve that goal. (Strategy+Business, June 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)

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)

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)

Brand Portfolio Strategy
By David Aaker

In this long-awaited book from the world's premier brand expert, David Aaker shows how to construct a brand portfolio strategy that supports your business strategy and profoundly affects your profitability.

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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)

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 Leadership
By David Aaker and Erich Joachimsthaler

This book examines how brand leadership can be achieved in the face of increasing competitive and economic pressures, including over-capacity, vicious price competition, product sameness, product proliferation, and powerful retailers.

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)

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)

Building Strong Brands
By David Aaker

David Aaker's widely acclaimed book introduces the brand identity model and presents relevant case examples to bring it to life.

Managing Brand Equity
By David Aaker

This book provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets.