Our thinking is appearing in publications around the world

This executive summary outlines the main concepts from Michael Dunn's book, The Marketing Accountability Imperative.

Observing brands in contemporary art can be instructive, especially for firms selling services or products with functional benefits that are hard to objectively value.

One of the strongest retail brands in the world is Muji. BrandJapan has measured brand strength for 1,100 brands in Japan for eight years. Muji always has ranked in the top 30—and usually in the top 20—a consistency shared by only three other retail brands. Few brands deliver more emotional and self-expressive benefits than does Muji. Yet, the Muji brand vision is not to be a brand. It is the no-brand brand.

Even in a recessionary economy, sponsorships -- and particularly those involving sports -- command a significant proportion of big businesses' marketing mix. But, most marketers are stymied at effectively managing these investments.

The saying, "May you live in interesting times," is considered a curse, but wise leaders will understand it also as a blessing, and use it as a mantra in charting their course through the turbulence. 

If marketers are looking for an easy time in this new decade, they must think again. There are three core trends that are irresistibly affecting the way marketers conduct their business; and they are each substantial.

Andy Stefanovich answers your questions about innovation, and offers five tips for success.

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.

The shift in the economic climate has created a sense of urgency among business leaders who need innovation now in order to survive—if not thrive—in the future. Leaders have become impatient to get to the “big idea” that grabs the attention of their customers. This article outlines a framework for creating ideas that is appropriate and relevant to the needs of innovation sponsors within a company—no matter what the economic forecast might be.

This ANA Insight Brief shares the five steps that marketers can take in order to lift their marketing capabilities to the next level. *Please note, you must be an ANA member in order to access this content.

In his latest Marketing News column, David discusses the silo crisis. He argues that product, country, and functional organizational silos are creating waste and inefficiency and, worse, are leading to lost opportunities to develop great products and marketing programs.

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.

This article features several Kellogg experts, including Scott Davis, and outlines keys to success for great global brands.

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.

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. *Please note, this article is in German.

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.

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.

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.

This executive summary outlines the main concepts from Scott Davis' book, The Shift.

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.