Our thinking is appearing in publications around the world

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.

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.

Recent advertising spending data has lessons that should make large and small advertisers distinctly uncomfortable, and beg the question: Do they understand their spending well enough to ensure they've shifted to the best vehicles for their business?

David Aaker discusses how brand and marketing strategists can avoid the functional benefit trap.

In his inaugural column for Marketing News, David Aaker discusses when it pays to market aggressively during tough times.

Successful companies get it: they report to the customer. But how do you effect a shift away from an out-dated operational focus to one that truly puts the customer front and center? Scott Davis explains that it doesn’t require a re-organization so much as a mind-set shift (plus visionary leadership).

Scott Davis blogs about concepts from his latest book, The Shift, and discusses the shifts marketers must undergo to become Visionary Marketers.

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.

Retailers have always been driven by the seasons. The holidays, of course, and particularly Christmas. Fall and back to school. The ushering-in of spring and summer, with promotions around fun and leisurely pursuits. Since the recession officially reared its head in January of 2008, retailing has added a new season to its lineup: The “season of discontent.”

We have to admit: as marketers we can be good at many things; but marketing ourselves is not one of them. Time and time again in the race to occupy the CEO seat, CFOs win. CFOs are increasingly becoming the CEO’s right hand, and we are watching the CMOs struggle to get a seat at the table.

According to David Aaker, today's CMO may wear up to five potential hats: facilitator, consultant, service provider, strategic partner, strategic captain.  In this excerpt from David's new book Spanning Silos, he discusses the five roles and what impact they potentially can make in an organization.

David Aaker sits down with Brilliant Results to discuss concepts from his book, Spanning Silos: The New CMO Imperative.