Our thinking is appearing in publications around the world

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.

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

David Aaker tells the story of Nintendo's business strategy that led to five years of brand and market success.

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.

Prophet conducted a study among 90 global corporations to explore best practices in branding today. The study found that only a small majority (53%) has a long-term brand strategy in place, and of that number only 40% are “very” satisfied with it.

The point of sale is the key consumer touchpoint for many brands (especially in consumer goods) that reflects the moment of truth in a consumer’s purchasing process. A large part of marketing investment focuses on converting consumers at this critical point.

CMOs and the marketing function can expect intensifying pressure in 2005 to prove their effectiveness in aligning their strategies with how customers buy, and with broader business imperatives.

In this article Scott Davis outlines a marketer's 5-step plan to becoming a growth catalyst.

2011 was a year filled with great partnerships. Who could forget William and Kate’s grand wedding watched by billions around the globe, or the unions of Reese Witherspoon, Daniel Craig, and Nick Lachey? There was also the 72-day marriage of Kim Kardashian and Kris Humphries -- okay, so maybe not all partnerships are meant to be.

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.

David Aaker talks about brand relevance and explains concepts from his new book, Brand Relevance: Making Competitors Irrelevant, in an interview with Dan Schawbel from Personal Branding Blog.

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.

In this interview with David Aaker, he discusses the consequences of the financial crisis on brands in the financial services industry, the silo thinking of globally operating companies, and the short duration of CMO’s in their jobs. *Please note, this article is in German.

There are two ways to play the brand game, but which strategy delivers the strongest win? David Aaker presents concepts from his new book: Brand relevance: Making Competitors Irrelevant and explains why creating new categories and subcategories for a new product pays off.

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.

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

A point of view on the importance of investing in hotel brands even during tough economic times.

Countries are like brands, they make a promise about what they will deliver to the world and most importantly what they will deliver to their customers, their citizens.

On October 1, the digital doors of the health insurance exchanges open for business; and, the individual mandate will leave the entrance overflowing. No matter the depth of meticulous planning and preparation, nor the painstaking journey through security clearance, most health insurers are in a mad dash to the boarding gate.

Aaker details one of the growth paths described in his book, Brand Relevance: Making Competitors Irrelevant: Removing negatives, and reasons that people use when deciding to exclude your brand from consideration.