Our thinking appears in marketing articles and publications around the world

An overview of how it use metrics to measure the effectiveness of brand investments and to guide decision-making in the hotel industry.

Marketing is often described as a profession. It is not. If it were a profession, no one could be a marketer without having completed the requisite training and having the certificate on the wall. Marketing will never be a profession in the true meaning of that term, but marketers will become more professional in what they do if they augment their competency with these additional skills. 

A perspective on the importance and challenge of building brands in the financial services sector.

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.

Jay Milliken and Andres Nicholls discuss how strategy-led design and understanding customer behavior are the key elements for the success of Emart.

Prophet strives to understand how executives in brand and general management are making strides in driving growth and building brand equity.

The growth in minority markets is substantial and their potential buying power is even greater. Marketers who map out the most customer-centric approaches to establish their relevance to these diverse populations will be rewarded with the kind of strong and enduring brand loyalty that drives sustainable business growth. 

Repairing the damage done to consumer confidence is not going to be easy, and many of the sector’s brands that were once pillars of the community (Lehman Brothers, Bear Sterns, and others) are beyond the task. But the work starts now, and falls to marketing leaders to draw on all the best thinking and resources at their disposal to get the job done.

This article discusses the test-and-learn approach to marketing investment and how it helps build marketing credibility while providing a platform for continuous optimization of the overall marketing mix.

One of the most pressing challenges marketers face today is finding the balance between the art and science of marketing to create strategies and programs that meet measurable business objectives. It’s called marketing effectiveness, and achieving it is doable – once some surmountable barriers are overcome.

In this article, Andrew argues that the question for most companies is not if they will take action to make their brands environmentally friendly, but when and the extent to which they will do so. He then discusses what it takes to successfully make green work as a business and brand builder.

The U.S. automotive industry presents yet another cautionary tale of how myopic thinking can decimate, if not destroy, brand equity and financial performance, leaving an iconic sector of American business choking in competitors’ dust.

Web 2.0 is doing a lot more than simply facilitating exciting new ways to establish a brand’s relevance with customers. On the marketing science side, it’s driving an equally exciting morphing of methodologies and the ways we use them. In short, we’re seeing a redefinition of the capabilities in the traditional analytics toolbox.

The National Hockey League is a remarkable turnaround story serving as a lesson for brand reinvention.

Andy Stefanovich outlines Prophet's 5M Model of Innovation and Prophet's LAMSTAIH [lam´sti] philosophy.

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

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. 

Andy uses the example of the Milwaukee's Mitchell Airport to show three ways to "recombobulate" to better deal with the known uncertainties of today's business times and re-spark your creative edge.

Andy Stefanovich's new book, Look at More, teaches you how to harness inspiration by thinking differently - and to encourage others to do the same. Using Stefanovich’s proven LAMSTAIH approach (Look At More Stuff, Think About It Harder) business leaders and employees can develop the practical skills, leadership behavior, and cultural mindset to consistently create ideas and drive innovation.

Business Book Review published a summary of Andy Stefanovich's new book: Look At More.