Most Active Articles 2009-11-26T10:55:51.661-05:00 Business Exchange Business_Exchange@businessweek.com urn:com:businessweek:bx:topic:most-active:chief-marketing-officer-cmo Pedro Sanudo psanudo612 urn:com:businessweek:bx:article:4650465415979680278-ce78bffdbdc7c8bdbb9ad0cc3af336c8 2009-11-23T17:29:45.011-05:00

As the recession ends, make sure you have your best agency staffers locked up and focused on your account.

As the recession ends, make sure you have your best agency staffers locked up and focused on your account. http://mlcwideangle.exbdblogs.com/2009/11/23/don%e2%80%99t-let-valuable-agency-talent-walk-out-the-door/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:1116026915454693308-4d30373df1a60399de3f17a392433380 2009-11-20T17:31:34.641-05:00

Back in June, Miracle Whip broadcasted its condiment manifesto to Gen Y. Punctuated with the official quivery chalkboard script of all advertising-spawned youth movements and set to a swaying, polyethnic crowd kickin' it kiddie-pool style, a bored...

Back in June, Miracle Whip broadcasted its condiment manifesto to Gen Y. Punctuated with the official quivery chalkboard script of all advertising-spawned youth movements and set to a swaying, polyethnic crowd kickin' it kiddie-pool style, a bored... http://www.unboundedition.com/pdp_thinking/2009/nov/20/miracle-whip-finds-its-brand-voice/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:17769357455311064103-a62a9951444dcf934e3dbba493e5eb10 2009-11-17T13:39:34.236-05:00

Marketers with high confidence in their social media approach are three times as likely to have customer support heavily involved. Why? Because customer support is your only internal partner with actual experience in scaling two-way conversations.

Marketers with high confidence in their social media approach are three times as likely to have customer support heavily involved. Why? Because customer support is your only internal partner with actual experience in scaling two-way conversations. http://mlcwideangle.exbdblogs.com/2009/11/15/collaborate-with-customer-support-to-build-conversation-muscle/ Marketing Leadership Council tkoopersmith354 1 1 0 0 urn:com:businessweek:bx:article:6300250691006898818-8272f598fed0391d2297658773a3b6a4 2009-11-17T10:52:30.424-05:00

We may not be able to pinpoint the precise meaning of fairness at all times and all places for all people. But by better understanding the reference points that anchor buying and selling decisions in the micromarket we have an improved chance of achieving results that are both fair and profitable.

We may not be able to pinpoint the precise meaning of fairness at all times and all places for all people. But by better understanding the reference points that anchor buying and selling decisions in the micromarket we have an improved chance of achieving results that are both fair and profitable. http://blog.sentrana.com/2009/11/16/a-beer-on-the-beach-and-other-mysteries-of-fair-pricing/ Joe Smiley jsmiley701 1 1 0 0 urn:com:businessweek:bx:article:10603183498663031506-2799a6dede2c9cad64b8870df13ec416 2009-11-17T13:45:13.062-05:00

The recession has brought unprecedented volatility to consumer behaviors, and similar shifts in media consumption - even the NFL and MLB aren't immune. To turn these temporary shifts into long-term loyalty, marketers need to fast-cycle changes to the touchpoint mix that best create emotional connections with consumers.

The recession has brought unprecedented volatility to consumer behaviors, and similar shifts in media consumption - even the NFL and MLB aren't immune. To turn these temporary shifts into long-term loyalty, marketers need to fast-cycle changes to the touchpoint mix that best create emotional connections with consumers. http://mlcwideangle.exbdblogs.com/2009/11/17/what-the-nfl-tells-us-about-consumer-behavior-and-touchpoints/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:11021845365592797351-ae3a55096c1b99ce9f907674ad3d7a76 2009-11-17T13:42:30.997-05:00

Unique benefits are key to driving greater loyalty with the customer experience. The problem: we're not as unique as we think we are.

Unique benefits are key to driving greater loyalty with the customer experience. The problem: we're not as unique as we think we are. http://mlcwideangle.exbdblogs.com/2009/11/16/uniqueness-is-a-matter-of-perspective/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:15611348933405512503-6793681bdfc85801cbe7a775a8058a0a 2009-11-16T10:28:22.986-05:00

After years of disappointing design, quality and performance, GAP seems tapped into the American cultural pulse once again. The company's holiday advertising campaign announces that the country is "Ready for Holiday Cheer." Like many retailers, GAP is spending more and launching earlier this year, including a major Vanity Fair insert and back cover. Whether these efforts end up translating to sales, of course, remains to be seen. Still, the campaign does more than any other to date to declare a shift in attitude. Consumers will decide for themselves to celebrate in ways "modest" or "all out," but either way, GAP gives permission "to liberate" from the dark clouds of the past 18 months. A holiday declaration of independence -- "This holiday, it's up to us" -- makes the empowerment message abundantly clear: Yes, Virginia, there is an American spirit of hope, even joy, that will not be silenced. The recession is over.

After years of disappointing design, quality and performance, GAP seems tapped into the American cultural pulse once again. The company's holiday advertising campaign announces that the country is "Ready for Holiday Cheer." Like many retailers, GAP is spending more and launching earlier this year, including a major Vanity Fair insert and back cover. Whether these efforts end up translating to sales, of course, remains to be seen. Still, the campaign does more than any other to date to declare a shift in attitude. Consumers will decide for themselves to celebrate in ways "modest" or "all out," but either way, GAP gives permission "to liberate" from the dark clouds of the past 18 months. A holiday declaration of independence -- "This holiday, it's up to us" -- makes the empowerment message abundantly clear: Yes, Virginia, there is an American spirit of hope, even joy, that will not be silenced. The recession is over. http://www.unboundedition.com/pdp_thinking/2009/nov/16/gap-announces-end-recession/ Patrick Davis Partners jdebruijn841 3 3 0 0 urn:com:businessweek:bx:article:2878650798486008714-cb9e038bdb8fcdce2b29c57b30680863 2009-11-11T17:19:54.495-05:00

Some pundits will tell you that you should do away with brand messaging and positioning all together, since you cannot control it anyway. Not so fast! People need to know what bucket to put your offering in, and if they can’t, they won’t know how to assign value to what you have to offer. Tivo ended up in that pickle, with consumers not quite sure what category of products to compare the offering with. Was it more like a DVD player or was it more like a computer? Knowing that a good positioning will impact your revenue and profits, and realizing that you still have a seat at the customer decision making table (it’s just a much more crowded table and your share of voice has significantly been reduced) you need to develop a point of view about your positioning and try to get it co-opted by your tribe.

Some pundits will tell you that you should do away with brand messaging and positioning all together, since you cannot control it anyway. Not so fast! People need to know what bucket to put your offering in, and if they can’t, they won’t know how to assign value to what you have to offer. Tivo ended up in that pickle, with consumers not quite sure what category of products to compare the offering with. Was it more like a DVD player or was it more like a computer? Knowing that a good positioning will impact your revenue and profits, and realizing that you still have a seat at the customer decision making table (it’s just a much more crowded table and your share of voice has significantly been reduced) you need to develop a point of view about your positioning and try to get it co-opted by your tribe. http://www.emergencemarketing.com/2009/11/10/brand-positioning-takes-on-a-new-meaning-in-a-hyper-social-world/ Francois Gossieaux fgossieaux542 14 14 0 0 urn:com:businessweek:bx:article:15570031860330016407-19c3c75155858decc9e2b53fdf6be1eb 2009-11-08T09:29:59.284-05:00

Running a business is a lot like being a conductor for Beethoven's "Symphony No.5." It's fast and slow, aggressive and soft, passionate and cold. A captivating performance requires teams and instruments that flawlessly execute a sophisticated and...

Running a business is a lot like being a conductor for Beethoven's "Symphony No.5." It's fast and slow, aggressive and soft, passionate and cold. A captivating performance requires teams and instruments that flawlessly execute a sophisticated and... http://www.forbes.com/2009/06/04/crandell-sales-collaboration-cmo-network-crandell.html Christine Crandell ccrandell590 7 7 0 0 urn:com:businessweek:bx:article:7774380558545989194-700ab6b42fcce401b259ceb0dd52f504 2009-11-12T12:37:58.133-05:00

Recently, IBM announced their 2009 study on CIOs and their issues. CIOs discussed today's business challenges and how they are contributing to growing profits for their companies. This was based on over 2,500 CIOs from 15 industries in 75 countries.

Recently, IBM announced their 2009 study on CIOs and their issues. CIOs discussed today's business challenges and how they are contributing to growing profits for their companies. This was based on over 2,500 CIOs from 15 industries in 75 countries. http://www.buyersteps.com/profiles/blogs/ibms-global-cio-study John W Ryan jryan806 0 0 0 0 urn:com:businessweek:bx:article:1864822544411600503-f5e49c0976b51c240a8cb64eeac686cb 2009-11-12T11:05:01.909-05:00

The thing about dipping in and out of marketing (and exercise) is that it doesn’t really work. To get fit, the ‘little and often’ is far more effective than big bursts followed by extended periods of inactivity.

The thing about dipping in and out of marketing (and exercise) is that it doesn’t really work. To get fit, the ‘little and often’ is far more effective than big bursts followed by extended periods of inactivity. http://www.clear-thought.co.uk/in_thought/art/20/ Bryony Thomas bthomas312 0 0 0 0 urn:com:businessweek:bx:article:17070847364472385166-d33c7c179e12509105b2d99b64ab35f7 2009-11-10T17:08:00.601-05:00

B2B marketers have long sought a solution for the seemingly intractable problem that is their relationship with Sales. Driving higher levels of customer loyalty and preference require a strong partnership between the functions, yet Marketing seems to take a back seat. It’s time for Marketing to identify the challenges to a more productive relationship and make the case for a seat at the table.

B2B marketers have long sought a solution for the seemingly intractable problem that is their relationship with Sales. Driving higher levels of customer loyalty and preference require a strong partnership between the functions, yet Marketing seems to take a back seat. It’s time for Marketing to identify the challenges to a more productive relationship and make the case for a seat at the table. http://mlcwideangle.exbdblogs.com/2009/11/10/sales-and-marketing-does-the-left-hand-know-the-right-hand-exists/ Marketing Leadership Council tkoopersmith354 1 1 0 0 urn:com:businessweek:bx:article:14313665702464821648-4c88f2c1ca4b63b142853045369aba3f 2009-11-10T17:03:54.277-05:00

Some aspects of marketing operations are likely to be fixed. Identifying such “fixed” metrics makes for a powerful decision-support tool.

Some aspects of marketing operations are likely to be fixed. Identifying such “fixed” metrics makes for a powerful decision-support tool. http://mlcwideangle.exbdblogs.com/2009/11/10/the-power-of-fixed-numbers/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:13399561646351270104-7aa45ea08250dd0ef3628bef07a5e964 2009-11-09T18:04:17.449-05:00

Rod Sloane's just published new interview with Christine Crandell on the No Bull Business radio sharing some radical ideas.

Rod Sloane's just published new interview with Christine Crandell on the No Bull Business radio sharing some radical ideas. http://rods.libsyn.com/ Christine Crandell ccrandell590 1 1 0 0 urn:com:businessweek:bx:article:12333942480876845467-02243d3a5c51e2952bbaebde89ae4242 2009-11-10T10:01:12.471-05:00

For more than a year now, I've admired an unusual vegetable garden in a middle-class St. Louis neighborhood. The owners, Chinese immigrants, have carefully designed the space to house lettuces, tomatoes, cucumbers, berries and all varieties of...

For more than a year now, I've admired an unusual vegetable garden in a middle-class St. Louis neighborhood. The owners, Chinese immigrants, have carefully designed the space to house lettuces, tomatoes, cucumbers, berries and all varieties of... http://www.unboundedition.com/pdp_thinking/2009/nov/9/2009-space-odyssey/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:15170065201076130024-c29d10ce8e64a70d356b28a47d89458e 2009-11-08T09:32:36.296-05:00

Not long after I assumed the role of vice president for marketing at Ariba, Inc. in the Fall of 2005, I came face to face with one of the challenges marketing executives fear the most. There was a discernible rift between sales and marketing that...

Not long after I assumed the role of vice president for marketing at Ariba, Inc. in the Fall of 2005, I came face to face with one of the challenges marketing executives fear the most. There was a discernible rift between sales and marketing that... http://bit.ly/3drLK Christine Crandell ccrandell590 2 2 0 0 urn:com:businessweek:bx:article:6018378891844726426-4bdaad46b6cbb03267ae6eb2ba9376e9 2009-11-02T16:59:16.502-05:00

Looking for liberation from your mass media chains? Assign specific roles to supporting mass touchpoints, so you scale a powerful social experience for your individual consumers.

Looking for liberation from your mass media chains? Assign specific roles to supporting mass touchpoints, so you scale a powerful social experience for your individual consumers. http://mlcwideangle.exbdblogs.com/2009/11/02/mass-media-welcome-to-your-new-supporting-role-try-not-to-be-jealous/ Marketing Leadership Council tkoopersmith354 2 2 0 0 urn:com:businessweek:bx:article:17740553292901631053-6446e7e18de40769df272bb315522a21 2009-11-09T13:21:38.670-05:00

As marketers get into the throes of planning season, they find that budgets may have increased from last year, but still struggle to focus on activities that tie back to strategic goals.

As marketers get into the throes of planning season, they find that budgets may have increased from last year, but still struggle to focus on activities that tie back to strategic goals. http://mlcwideangle.exbdblogs.com/2009/11/09/the-best-laid-plans/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:8755485782923515049-903dff9a67c088e9d1630e6c4e793472 2009-11-09T13:18:58.504-05:00

Many marketers face pressure to demonstrate ROI when they make the case for social media investment. Instead of making the standalone case, try the 70*20*10 portfolio approach.

Many marketers face pressure to demonstrate ROI when they make the case for social media investment. Instead of making the standalone case, try the 70*20*10 portfolio approach. http://mlcwideangle.exbdblogs.com/2009/11/09/beat-the-social-media-investment-catch-22/ Marketing Leadership Council tkoopersmith354 0 0 0 0 urn:com:businessweek:bx:article:10867722032965011549-4b3b08843243d2901bfa3e7755d4379a 2009-11-08T09:31:41.964-05:00

Differences in the way that sales teams and marketing departments are managed lead them into conflict. Here are strategies for harmonizing their missions

Differences in the way that sales teams and marketing departments are managed lead them into conflict. Here are strategies for harmonizing their missions http://tinyurl.com/qn6whg Christine Crandell ccrandell590 2 1 0 1 urn:com:businessweek:bx:article:3817082213239861588-ab68f4df689739ffc41ed1349a352df7 2009-11-07T16:12:08.326-05:00

Those who hold the Chief Marketing Officer, or CMO, title also carry a dubious distinction: They occupy the C-level executive post with the shortest tenure. In May, former eBay CMO Mike Linton lamented that the average span of a CMO appointment is a...

Those who hold the Chief Marketing Officer, or CMO, title also carry a dubious distinction: They occupy the C-level executive post with the shortest tenure. In May, former eBay CMO Mike Linton lamented that the average span of a CMO appointment is a... http://www.cmo.com/leadership/cmos-five-strategies-navigating-new-corporate-landscape Christine Crandell ccrandell590 1 1 0 0 urn:com:businessweek:bx:article:8451028760467271087-9f918ee3fbcdb24e06114ec4642e3d04 2009-11-08T09:33:52.385-05:00

Preparing Today for Tomorrow's Rebound Companies can take five steps to evolve from a recessionary "tortoise" to a rebound "hare." By Christine Crandell, Egenera Mar. 31, 2009 Print page In his fable The Tortoise and the Hare, Aesop teaches us that...

Preparing Today for Tomorrow's Rebound Companies can take five steps to evolve from a recessionary "tortoise" to a rebound "hare." By Christine Crandell, Egenera Mar. 31, 2009 Print page In his fable The Tortoise and the Hare, Aesop teaches us that... http://www.sandhill.com/opinion/editorial.php?id=232 Christine Crandell ccrandell590 0 0 0 0 urn:com:businessweek:bx:article:6751972202333188677-44910673523db894f98c1a02e6af1801 2009-11-06T09:25:07.913-05:00

Help yourself to the prime rib and the fillet of sole and move to the front of the theatre as the Unbound Edition Players present "The Grown Ups."

Help yourself to the prime rib and the fillet of sole and move to the front of the theatre as the Unbound Edition Players present "The Grown Ups." http://www.unboundedition.com/pdp_thinking/2009/nov/5/attention-deficit-theatre-mad-men-season-three-epi/ Patrick Davis Partners jdebruijn841 0 0 0 0 urn:com:businessweek:bx:article:17362558672825649734-afc9d62b936b8aa0313d80f1a1ce3bee 2009-11-03T15:27:59.411-05:00

In a recession, companies will never regain 50% of the share they lose to private label, yet brand investments are too often on the chopping block as budgets get cut. The best companies resist that temptation, double down, and use the brand to emerge more powerful than before.

In a recession, companies will never regain 50% of the share they lose to private label, yet brand investments are too often on the chopping block as budgets get cut. The best companies resist that temptation, double down, and use the brand to emerge more powerful than before. http://mlcwideangle.exbdblogs.com/2009/11/03/hello-marketers-remember-me-i%e2%80%99m-your-brand/ Marketing Leadership Council tkoopersmith354 2 2 0 0 urn:com:businessweek:bx:article:310665700121209206-e661e41c8cd755e16025d7ac1196172a 2009-11-03T18:06:43.084-05:00

High-preference B2B companies are building greater loyalty by identifying sources of value that competitors can't replicate—and then ensuring that they bring these “Unique Benefits” to life across the customer experience.

High-preference B2B companies are building greater loyalty by identifying sources of value that competitors can't replicate—and then ensuring that they bring these “Unique Benefits” to life across the customer experience. http://mlcwideangle.exbdblogs.com/2009/11/03/deliver-unique-benefits-and-customers-will-follow/ Marketing Leadership Council tkoopersmith354 1 1 0 0