March 25, 2013 What excites you most about the world of marketing right now? What three main challenges will preoccupy marketers in 2013? Is there an elephant in the room–an issue, idea, or opportunity to which marketers aren’t giving adequate attention? These questions were posed to a broad range of...
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Tag Archives: marketing
Marketing a Luxury Brand-Part 2
by Michael at Brand Unique The first article in this series listed the unique ingredients of the true luxury brand: selective ownership, timeless design, a unique brand story and of course, a high price tag.It’s now time to address a fundamental brand management question: can traditional marketing principles be transferred to the luxury market?...
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Four Ways to Market Like a Startup
Here are four ways to pick up the pace. by Brian Gregg and Vivian Weng | 9:00 AM March 22, 2013 1. Get serious about “test and learn”Too often, marketers set well-defined financial goals for a campaign’s impact but fail to define clear objectives for learning about their customers. In contrast,...
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Report: 70% of Consumers Trust Brand Recommendations From Friends
Todd Wasserman1 day ago Seventy percent of consumers trust brand recommendations from friends, but only 10% trust advertising, according to a new report from Forrester Research. The study, based on responses from 58,000 respondents, also found that 46% of consumers trust consumer reviews and 9% trust text messages from brands....
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The Digital Revolution Is Amplifying Marketing’s Contribution To Growth
CMO EXCLUSIVES | March 18, 2013 In one of my newfound pastimes as an academic, I had an illuminating discussion with the chair of a department I was working with. I showed him a draft course outline and proudly pointed to the final section, boldly entitled “Digital Marketing.” But I was...
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Be a Better Brand Leader by saying “Let’s cut to the Chase” more often
17March2013 Cut to the Chase and Avoid the Brand Spin Stop being that brand that keeps spinning and gets nothing done. Within most brand portfolios, there are those problem brands that just seem to spiral downward out of control. They spin, and spin and spin. Nothing gets done. Decisions don’t...
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Why Branding Is the Next Essential Startup Competency
March 13, 2013 How much is the most valuable brand in the world, Coca-Cola worth? $77.8B, according to Interbrand’s annual brand value analysis. That’s 45% of the company’s market cap. Often times, winners create advantages in a market through brands. These brands evoke emotions within consumers: feelings of trust (Visa), of aspiration...
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Guide to Social Media Landscape for 2013
CMO EXCLUSIVES | March 05, 2013 First there were 10. Our inaugural “CMO’s Guide To The Social Media Landscape,” in 2010, included the top players of the day: Twitter, Facebook, Flickr, LinkedIn, YouTube, Digg, StumbleUpon, Yahoo, Reddit, and Delicious. As the social sphere continued to grow and change, we added a couple...
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Why People Buy And Don’t Buy
February 22, 2013 by Walker Smith FROM BRANDING STRATEGY INSIDER › Why people buy is not the same as why people don’t buy. For brand marketers, it’s a difference that matters more than ever. The things that motivate people to buy are product features that people want. People buy a particular...
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Marketers Rise To The Cloud Challenge
CMO EXCLUSIVES | February 25, 2013 by Samuel Greengard Contributing Writer CMO.com The buzz about cloud computing—how it’s revolutionizing business and transforming the way people interact—has reached deafening levels. And for good reason. Within the marketing arena, clouds are ushering in a more agile and flexible enterprise framework for applications, services, and...
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