Our thinking appears in marketing articles and publications around the world

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.

Innovation is now a priority in most firms around the world just as quality was two decades ago. The challenge then was how to transform a quality program and results into a quality image. Today the need is to gain image credit for developing an innovative organization and a flow of innovative products.

Color today’s marketers dazed and confused. It’s an understandable reaction to an environment that has become almost impossibly complex, making it difficult for them to figure out where to start (or much less how to go about) meeting management’s escalating demands for demonstrable returns.

Joseph Gelman analyzes how BBVA's offering of new products and services might affect the financial entity's brand. *Please note, this article is in Spanish.

Joseph Gelman and Bernhard Schaar reflect on the utility of rebranding processes at a global level, using the case of ABN Amro to illustrate their argument. *Please note, this article is in Spanish.

In this article, Michael Dunn advises business-to-business brands to do their homework before entering the Chinese market. Are strategic partnerships the way to drive customer loyalty?

Marketers continue to face an uphill battle when it comes to creating an effective marketing organization that demonstrably drives the business. Increasingly, senior management looks to marketing to enable, if not drive, short- and long-term business growth. Yet marketers typically don’t see themselves at the wheel for this particular journey. This gap is one of the highlights of our 2006/2007 State of Marketing Survey.

In this article in one of the leading Spanish financial dailies, Joseph Gelman and Pablo Barrientos reflect on the planned sale of the leading Spanish airline Iberia and the consequences it could have on the brand. *Please note this article is in Spanish.

Two Choices: Burger King and Ford followed different paths in their quests to grow-and stand as case studies of why the best marketing comes from innovation, not desperation.

In light of the recent bid for Altadis, the Franco-Spanish tobacco company, Joseph Gelman and Pablo Barrientos express their thoughts on the branding challenges facing the tobacco industry, in an opinion article published in the leading Spanish financial daily Expansión. *Please note this article is in Spanish.

In this opinion article published in the Spanish advertising and marketing portal Marketing Directo, Luis-Eduardo Rodríguez Baptista expresses his views on the current challenges facing the food service industry. *Please note this article is in Spanish.

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.

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great — and a glimpse of the marketing future.

In this article, Scott discusses the challenges being faced by Senior Marketers and four key mandates they should address on the path toward becoming empowered CMOs.

In this article, we discuss three strategies to help companies integrate corporate social responsibility with brand-building efforts.

In this article, Steve Chang discusses the potential impact on Vera Wang's brand by launching a new line of clothing for Kohl's.

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.

A recent survey of marketing executives found only 30% want to be a chief marketing officer. Small wonder, then, that CMO longevity is what it is: exceedingly short. How to make the CMO's job more attractive and, perhaps, stretch the tenure out? Read on.

In this article, Scott discusses the need for marketers to take a broader view of their role if they are to contribute successfully to business growth. This includes thoughts around owning the customer experience, successfully using new technologies, and blending business, brand, and marketing strategies.

Brand equity is part of the purchase price of a company. Prior to, or shortly after senior executives buy a company or merge two or more existing companies, they must decide which brands to keep and which ones to dissolve. Using examples from UBS and BP, this article highlights key questions on brand strategy and how to answer them successfully. *Please note this PDF is in German.