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 […]
New Practices for Brand Marketers The search for the right marketing agency and creative partner is a little bit like going to the dentist. It can bring you the anticipation of feeling refreshed and confident or depending on your prior experiences, that all too familiar sense of dread. Traditional agency sourcing models have evolved […]
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 […]
Sweet Question. How many Advertising Industry Agencies does an advertiser need to evaluate to find the right one? Knowing how many of anything is a balance of how many we think we want vs. how many are actually good for us. When is many too many? When is many still not enough? How many is […]
Three elephants walk into a bar… It sounds like the start of a joke, but there is nothing funny about the impact that a few elephants can have on the retail landscape. While there are many, let’s start with the three named Google, Amazon and Walmart. Here’s the Punch… Google can put Amazon out of business. Amazon […]
Do We Still Need Advertising Industry Agencies? In a stalled economy marked by decreased sales, reduced work forces and slashed media budgets, companies may think that marketing leaders no longer need their advertising agency partners by their side. At least not like they used to. Under pressure to conserve cash, brands may think that their […]
This is an update of a popular post regarding advertising agency search and multiple agency teaming practices. Plus I recommend a useful new book by a fellow “lover of collaboration”. Enjoy this second helping! The Gathering Whether preparing the table for a big family event or tackling an ambitious marketing goal, mobilizing the right team […]
Marketing leaders focused on digital transformation need to find creative agencies and media partners that can anticipate what opportunities exist, and then partner together to get the job done. Cultural fit is key! The holy grail for CMOs is high performance teams with well-choreographed movements among agencies, brand partners and their own people. Their job […]
“All the art of living lies in a fine mingling of letting go and holding on.” -Havelock Ellis, British Psychologist People have a hard time letting go of things that were right for them in a prior time. Sometimes the feeling is nostalgic but fleeting, like when we let go of an old but favorite […]