Last week’s Ad Age featured an article called “Why It’s Time to Do Away With the Brand Manager.” The piece, and the Forrester research report which inspired it, argues for “changing the name ‘brand manager‘ to ‘brand advocate,’ and fundamentally changing marketer organizations in response to the onset of the digital age.” It reminded me of an article I wrote several years ago.
Next week I’m speaking at The Marketing Forum, a national conference for Chief Marketing Officers and brand managers. My talk is on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets.” (more…)
Before we quickly toss aside 2008 with the carelessness due a former lover, I thought it might be enlightening to look back on the predictions that were made at this time last year — (more…)
I’m posting live from the CMO Council Summit
in Monterey, CA — it’s a membership-only gathering of approx. 100 CMOs from a range of industries (everything from Ciao Bella gelato to SAP) and the theme of the conference is “Routes to Revenue.” (more…)