Tag Archives: Advertising Age

There’s way more to Marketing than branding

Not that long ago it was suggested that a company needed a CBO (Chief Branding Officer). We found that notion disturbing since branding is a function clearly within the purview of the CMO (Chief Marketing Officer), assuming you have a properly … Continue reading

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Confusing activity with results…

Or output with outcomes are both classic mistakes we see many marketers (and others) make. We have spoken about this mistake in several presentations over the years, most notably when talking about marketing communications activities. As such, we are always … Continue reading

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If we could just go viral…

Word of mouth (now called viral marketing because “mouth” is only a small piece of the communication method today) marketing is highly effective. Making it happen is everyone’s holy grail. We have participated in countless conversations with customers that start, “How … Continue reading

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