Chairman and CEO
“Execution is the missing link between aspiration and results.”
Latest thinking by Michael Dunn
Companies often engage in an analytical and creative process to develop or review their brand positioning, an exercise often triggered by the need to support a revised business strategy. One of the risks they may encounter, however, is embarking on positioning development that lacks a strong enough strategic foundation. One way to offset this is by employing a “Brand Archetype” model, which helps define the space in which brands should play, providing strategic direction for the brand positioning. The Brand Archetype model was inspired by the understanding that brand positioning is dictated by a company’s assets, business situation, and future strategy, as well as the “appetite” for category disruption.
Marketing is increasingly under pressure to make the most of its brands, its investments, and its organization. Although this pressure is particularly intense in tough economic times, the topic is increasingly relevant even in good times.
This executive summary outlines the main concepts from Michael Dunn's book, The Marketing Accountability Imperative.
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. *Please note, this article is in Spanish.
Michael Dunn discusses his personal and professional relationship with brands and rectifies the prejudice that CFOs care for money while CMOs only waste the money. *Please note, this article is in German.