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CMO Strategy
The 'Counterinsurgency' Field Manual Should Be on Your Reading List
Marketing executives often look to books written by military strategists when it comes to describing how to win in the marketplace. But military warfare has changed considerably since those works were written, and today, it's all about counterinsurgency.
ICANN's Promises Aren't Simply Speculation, They're Outright Fantasy
There is no reason to believe the benefits for companies and consumers touted by ICANN and others who would benefit from new TLDs would actually occur.
InterContinental Hotels Battles Amenity Creep
Hotels may try to grab consumers with an abundance of amenities, but "the hotel industry historically has been very poor at truly defining each brand," says InterContinental CMO Eric Pearson. Here's what his company is doing to overcome that.
Diet Coke Pours on Marketing Activity
Diet Coke is looking out for No. 2 with an unusual fall marketing push and a "new level of commitment to the brand."
Virgin America CMO Porter Gale to Leave in September
Virgin America CMO Porter Gale, known as a digital media proponent, is leaving the airline and will join an undisclosed startup in September.
From Terrorism to Tornadoes, the Way Consumers Cope Forges a Better Marketing Climate
Our mood doesn't just set the tone for marketing -- the national mood is a catalyst that's changing marketing strategy, for the better.
Now's the Time to Think of a Mobile Strategy for Super Bowl 2012
A Super Bowl ad without a mobile extension is like shaking Peyton Manning's hand without asking for an autograph.
Old Navy Searches for New Lead Marketer
Looking for a top marketing job? Old Navy is seeking a replacement for Amy Curtis-McIntyre, who left after just over a year with the retailer.
Back-to-School Retailers Use Blackboard Ideas in iPad Age
Store traffic has and will likely continue to decrease, so any sales will come from a fewer number of shoppers buying more than they did last year. This is a big deal, made only bigger by the fact that most retailers seem incapable of admitting it, let alone doing something about it.
One Fix for Walmart's Woes: Spend More on Better TV Advertising
The fix has nothing to do with better-looking clothes, smaller stores or launching a Facebook page. The fix is all about reinforcing and defending the Walmart brand in the mind.
Why ICANN's New Domain-Name System Could Benefit Brands
To understand the possibilities of ICANN's new top-level domain program, think of an apartment building. Under the old system, you rented a unit. Under the new one, you'll own the building.
Drop the Words 'Relevance' and 'Authenticity' From Your Marketing Lexicon
It's not that relevance and authenticity are bad. It's that they've become generic, convenient ways to get universal buy-in across departments. Using them is now as complacent as putting "profitable" in your brand strategy.
Is P&G;'s Biggest Innovation Old-Fashioned Functionality?
I'm suspicious of those in the business world who push"'innovation," but I'm starting to think that P&G;'s brands are onto something, and that it has nothing to do with branding.
