What Next for the CMO? In the U.S., the average tenure for a CMO is roughly 23 months. In the U.K., it is even shorter. Al Ries states over at AdAge that of all the firms in the Fortune 1000, only 7% of the most highly paid executives have marketing in their job title, and only 15% of those same firms even have a senior level marketing position, such as CMO.
Posted Mon Aug 3, 2009
Toward a Participatory Model for Marketing Southern Comfort just moved its entire $8m media budget online. Whole Foods was the first brand with 1m followers on Twitter. Coca-Cola pioneered brand generosity on Facebook.
Underlying all of this is the fact that social media is the great equalizer. Not just between brands and the consumers of these brands, but between dominant brands and their challengers.
Posted Mon Aug 3, 2009
What Brands Can Learn From Luke and Leia Star Wars, an idea that is now thirty years old, gives brands much to learn in how they consider their future in a digital, conversation driven world.
Star Wars is a platform. A story told over 25 years, six movies, a cartoon series, innumerable video games, plastic toys, and a sea of licensed novels.
Posted Mon Aug 3, 2009
How Successful Brands Live Their Difference We live in a conversation driven world. Even if your brand is not an active user of social media, your customers and potential customers are. This is revolutionizing the way brands have to think about themselves and how they choose to compete.
In a conversation driven world, the real threat is not conversation itself, but commoditization. Unless customers have reason to talk, they won't. And a brand that generates little or no conversation will be killed by one that does.
Posted Mon Aug 3, 2009
To Live in Interesting Times Advertising can't fix your brand's problems any longer. It's time to become part of the conversation.
Posted Mon Aug 3, 2009
