Our thinking appears in marketing articles and publications around the world

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.

The pressure on marketers increases in a downturn. Michael Dunn provides insights on what needs to be done to drive superior marketing investments. Doing analytical homework before starting a marketing campaign, talking the same internal language, and understanding relevant customer segments, are a few. It sounds like basic marketing, but is still a struggle for many marketers. *Please note this article is in German.

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.

Michael Dunn's latest book helps marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions.

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.

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.

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.

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

A point of view on the role CEO's play in creating brand-driven businesses and a toolkit to guide their efforts.

An overview of the book Building the Brand-Driven Business.

A look into traditional companies who are rushing to reorganize and integrate brands.

Insights into how DuPont Performance Coatings, a leading supplier of paint systems to the global automotive industry, used customer insights to reposition its brand.

Insight into four degrees of global branding supported by examples of companies that follow each style of global brand management.

Innovation is a major hot button with businesses these days, given its critical role in driving organic business growth. As one survey of 940 senior managers found, all considered growing revenues through innovation as critical to success. Yet more than half were unhappy with their innovation investment returns.

A strategic approach to profiling and managing brand equity over time, using both qualitative and quantitative modeling approaches.

CMOs need to leverage corporate and business-unit capabilities to reinvent the marketing function.

JCPenney will be the retailer to watch this year. The company has launched a major rebranding effort with a full overhaul of its merchandising strategy, and Forbes is already touting it as the most interesting retailer in 2012.

Almost everything about marketing is sexy and exciting, spanning, as it does, so many interesting areas that are highly visible to the entire organization and public. Marketers manage the brand (or brands), its position, communications, and lead such popular trends as digital strategies, social media, and guerilla marketing. 

And then there’s pricing, decidedly not sexy despite being one of the most critical aspects of marketing. This is where margins are made, cash flow is generated, and businesses grow. It’s the profitability backbone of an organization. It is also the most measurable aspect of a brand, and lends itself to a plethora of analytics opportunities to make these challenges surmountable.

Peter Dixon shares the kind of thinking that helps businesses transform – whatever the economic conditions.

The ability to create and manage the customer experience is something more businesses would like to get right. It's an attainable goal. All it takes is the mindset combined with consistent and thoughtful deployment of tools that allow customer experiences to be monitored and optimized.