by Andrea Learned
It turns out that the average tenure of a chief marketing officer (CMO) is 22 months. What are brands expecting from these poor people that they’d replace them so quickly? (The moon is not an option, by the way.)
According to Richard Guha, the president of Marketing Executives Networking Group (MENG), brands aren’t giving […]

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by Andrew Bogucki, Principal, Creative Director CoreBrand
Retail monolith Wal-Mart has taken the plunge and changed its identity. While I’m specifically referring to the logo and the design elements that support it, it seems to be an indicator of an identity shift in the more universal sense.
While highly profitable, perceptions of the world’s richest company have […]

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by Andrea Learned
What might explain why so many brands still don’t seem to understand the women in their markets? While we are clearly seeing big-ticket ad-campaigns in print and television, and the occasional micro-site more reflective of today’s feminine perspective, disconnects still abound. It may LOOK like brands are trying to reach […]

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by Drew Neisser CEO, Renegade
#1. EMBRACE MARKETING AS SERVICE
Because “marketing as service” provides a real value, magical things happen, prospects turn into customers and customers turn into brand evangelists. When HSBC wanted to bring their position “The World’s Local Bank” to life in New York City, Renegade developed the HSBC BankCab. The iconic Checker Cab, […]

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by Arthur Ceria, President Creative Feed
Big business better think small if they expect success in the digital world. Corporate bureaucracy drains the life out of marketing campaigns. By the time everyone at the table has had their say, an innovative idea is generally transformed into yet another iteration of the same old safe thing. Then […]

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by Dr. Mary Lou Roberts
Most marketers have cut their teeth on the concept of branding and how to measure brand development and effectiveness. I was reminded of the tension between traditional brand metrics and the Internet by this graphic from MarketingCharts Note that Purchase Intention, which can be unreliable, is the top metric […]

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Over the weekend I had the pleasure of attending a workshop by Simon Sinek on developing vision for your company.

Sinek created The Golden Circle, a model based on the biology of human decision-making, that guides organizations on how to inspire people to buy or support, with cult-like loyalty, any product, company or idea.

What I got […]

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by Kaira Sturdivant Rouda
It’s better to give than to receive. At least to give first. Then receive. It’s the way to build real relationships, deeper relationships, but some of us have forgotten that principle during the boom years. It’s probably time for a reminder.
Let’s take real estate, for example. It’s tough, not just for homeowners […]

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James Gregory - CEO CoreBrand
In previous recessions, the marketing communications field and related practices (advertising, public relations, brand consulting, etc.) were frequently crushed, while the financial sector remained comparatively unscathed. This time things seem to be different.
Marketing communications has traditionally been a bellwether for changing economic conditions. As clients gradually began to cut back their […]

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by Robert Passikoff
Two weeks ago, in the hope that a new “signature” blend would help revive coffee sales and consumption, Starbucks served up a new “everyday” java called Pike Place Roast. To promote the launch, Starbucks gave away coupons for free coffee and hosted free tastings, hoping that a new product formulation would reinvigorate its […]

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