There have been more books written about the power of purpose than any time in history. You’ve read them. You’ve heard speeches about them. You know, the ones that speak of how brands are not what they sell but what they stand for. The popular advice that brands should be of greater value than the sum of […]
Marketing Resource Management for Franchise-based Brands Most franchise brand marketers agree they operate within unique company cultures with distinct opportunity and challenge. CMOs continuously champion the cause for investment in marketing and advertising to accelerate brand growth and expand the network. The top performers understand in-housing vs outsourcing strategies to make the most of their […]
Agency leaders need a game plan to finish strong and avoid the tie.
Change Management is Marketing. Earn a Triple A Rating: Marketing leaders today are valued for their business acumen, analytical minds and adaptability. Most are focused on helping their companies implement fundamental shifts in the digital economy to retain customers and find new ways to grow. The best ones see themselves as agents of change. In […]
CMO’s lead teams with “Clear eyes, full hearts.” CMOs can lead remote teams with a cohesive culture that connects across their networks, employees and their agency partners, transcending geographic and social differences. I confess to a little binge watching Friday Night Lights here during fall football season! Who doesn’t get fired up when we see […]
How should Ad Agencies be rebranded? Marketing leaders can feel pressure to justify the dollars spent on advertising agency fees yet are reliant on external advertising industry suppliers to execute their brand strategies. They face questions regarding the future need for external agencies, their value and of course, their ROI. Perhaps the advertising industry suffers […]
Charming Lesson for Marketing Leaders One could argue that most elected officials are brand-builders in their own right, masters at tailoring their message for the market. But the history buffs among us can look to our favorite brand-building President, Theodore Roosevelt, for some fresh inspiration. Widely considered by historians to be one of the best […]
Consider marketing programs that are working. Often their advertising campaigns are designed to appeal to the head and the heart to move the target market to take action. They communicate a brand value proposition that fulfills both the rational and emotional needs. After all, people don’t buy chocolates on Valentine’s Day simply to satisfy hunger. […]
When Core Values Align with Work – Love Strikes On rare occasion, true love strikes. In business, this compelling feeling happens when we see the opportunity to create something new and potentially meaningful for others in the world; when we get to apply our talents and core values, and working together with people we love […]