Blog RSS

Dear CMO: Think of how much more effective your marketing budget would be if you asked three more questions: Question #1: OK, now that we’re done with our campaign planning and understand all the final execution-level details… what happens next? Question #2: OK, now what do we do? Question #3: Got it, now what? Pretty […]

Dear CMO: Hubris is what happens when you think you don’t have to try anymore. Your “brand equity” is better than Brand X – or of Brand Z.com, that pesky start-up that is responsible for half of your PR pick-ups over the past sixty days, none of which are flattering. Hubris is when you think […]

Dear CMO: You need to begin a dialog with key stakeholders in a complex market, full of misunderstandings and competitors. You need to start a blog with multiple authors, clearly articulated roles for each writer, and enough discipline to ensure that solid content gets published early and often. The problem is, everyone agrees and no […]

Dear CMO: Brandweek tells us that Memorex is soon to launch its first branding effort since the 70’s. Well, welcome back, in any case. What I find interesting is that Memorex has decided to change its tag line. Quick — close your eyes and tell me what Memorex’s tag line is. Can you? Are you […]

Dear CMO: Once our snap judgments paint the Rorschach test-like image of a person or an idea in our minds, it’s hard for us to objectively change our minds. If a new player is deemed to be “good,” then they are given wider latitude and their actions are viewed with more forgiveness than those deemed, […]