What's the buzz? Check out Prophet's latest thinking.

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)

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)

A "System" for Innovation [Podcast]
By Kevin O'Donnell

In this podcast, Kevin O'Donnell discusses innovation, the keys to success of notable business innovators, and how to create a system for innovation. (Sky Radio, September 2007)

Evaluating Marketing Mix Tradeoffs: A Case Study of UnitedHealthcare [Webcast]
By Andrew Pierce

This webcast features Andy Pierce, Senior Partner, and Chris Gibson, CMO of UnitedHealthcare. The seminar discusses Prophet's work with UnitedHealthcare in assessing the effectiveness of their marketing communications efforts and identifying the link between spending on brand building, brand awareness, and member enrollment. (MarketingProfs, 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)

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)

CMO News Roundup Featuring David Aaker [Podcast]
By David Aaker

In this podcast hosted by CMO magazine, David A. Aaker, Vice Chairman of Prophet, Tom Simons, President of Partners & Simons, and Lulu Raghavan, Senior Brand Strategist at Landor Associates talk about marketing in tough economic times, the push for influence in print, and the selling of the U.S. Army. (CMO Magazine, October 13, 2005)

Mining Customer Data: Leveraging Customer Insights for Brand-Driven Growth [PDF]
By Andrew Pierce

In this second webcast of a three-part series ("Using Brands to Drive Growth") originally presented to members of the American Marketing Association, Andrew Pierce discusses the different forms (and benefits) of segmentation designed to answer different questions for marketers (Which consumers do I target? vs. Which consumers can I reach?). Segmentation methods are getting more sophisticated — it is vital that marketers use the right methods for the right reasons. To listen to the audio version, play the on-demand webcast.
(American Marketing Association, October 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)

Extending Your Brand Into New Markets [Podcast]
By Michael Dunn

In this Sky Radio interview, Michael Dunn discusses Prophet's work with potterybarn.com, and how companies can manage the customer experience across a variety of online and offline channels. (Sky Radio, January 2002)