Our thinking appears in marketing articles and publications around the world

In this article, Roger argues that accountants and marketers are more similar than we think.  

This article shows why Planning to Win is a market-driven approach that relies on senior business leaders to work together to identify what really matters to driving growth.

The medium or the message? Too often these days, the message is ignored in favor of the medium. Niren shows that the right messaging will differentiate your brand, drive stronger consideration and purchase behavior, and can be significantly more rewarding than figuring out what the most effective media are.

Joseph Gelman talks about innovation and how it can change your perception of a product. He provides 4 concepts to foster innovation: Inspiration Safaris, Human Libraries, Thief and Doctor, and the Worst Idea.

In this article David Aaker shows the evolution of brand equity in Japan over the last five years and explains why brand building is a long-term project.

Chiaki Nishino and Gabriela Henault suggest 5 steps to structure your Media presence and explains how your Social Media strategy should be designed to meet your business objectives.

Making customer-centricity a business priority is a process best undertaken with a long planning horizon. Chiaki and Fred talk about the 5 tenets to embrace to improve your customer relationships.

Roger Sinclair outlines that Portfolio management is a key ingredient in enterprise value in and that inefficient portfolio units drag down the rest. The Prophet Brand Valuation Tool offers sensitive and unique facilities for this management function.

Catherine Strotmeyer takes four workshops examples: Frito Lay, GE, Trustmark, and Timberland to explain that workshops can be highly effective for engaging individuals and teams around innovation challenges and bringing new ideas to the business.

In this article Scott shows how important it is for marketers to step forward and demonstrably expand mindsets, skills, and capabilities instead of sliding back into comfort zones.

One of the most powerful tools to help accelerate business growth is an annual inventory of all the spending that’s undertaken throughout the enterprise to increase revenue.

In this article David Aaker lays out a step-by-step process that you can apply to give direction to your brand and improve your brand identity.

In this longer version of Fred and Chiaki's previous article, we discuss how sponsorships --which command a significant proportion of big businesses' marketing mix -- can effectively be managed.

There is one crucial question for any marketing executive: How do I develop a new product or service that is innovative, differentiated, and generates growth?  This article explains the LAMSTAIH methodology (Look at more stuff. Think about it harder) - a powerful tool that puts employees in the center of innovation within a company.  *Please note this article is in Spanish.

The article discusses the challenges marketers in more traditional organizations face and introduces the concept of the visionary marketer and five shifts to overcome these challenges. A case study of Zurich Financial Services illustrates how also traditionally more product driven companies can perform the five shifts. *Please note this article is in German.

Customers may not know it, but senior executives are counting on them to help reinvent, reposition, re-ignite, and regain brand relevancy. In this article we use Hyundai, Microsoft, and Domino’s as examples of how to regain relevancy.

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.

For years, companies have been equating performance with speed and “lean” thinking. They have invested in streamlining processes, reducing costs and applying stringent “Six Sigma-esque” criteria to kill ideas that don’t deliver ROI. What they do not do is explore the world of possibilities.

Toyota has long been an auto industry frontrunner, consistently outpacing its peers on any number of fronts. But today, its once stellar reputation is under attack, between production issues and unprecedented recalls after the company's failure to respond to and correct problems in a timely manner. History has shown that companies which have built up reputational goodwill and swiftly and authentically responded to issues have weathered storms better than others.

Merger and acquisition activity is again skyrocketing, but the complexion of the deals is changing. Cost savings alone are no longer enough to justify the high premiums being paid. Instead, the focus is increasingly on gaining revenue synergies, with the end goal being to fuel greater business growth.