Should CMOs Concentrate on Brand Building or Business Growth?
Which is more important, brand building or business growth? Do you remember when Coca-Cola did away with their CMO in favour of a Chief Growth Officer? Then two years later they brought back the position. At the time, I asked if they were wise or foolhardy to make...
The Good, Bad and Downright Ugly Parts of a Head of Marketing Job
Did you know that the average tenure of a Head of Marketing continues to fall, reaching just 41 months according to the latest Spencer Stuart research published by the WSJ? It is still one of the shortest average terms of office of any chief in the C-suite, according...
A Winning Marketing Plan: 9 Questions Every Marketer Should Be Able To Answer
What does it take to write a winning marketing plan? Every marketer writes a marketing or business plan each year don’t they, so how difficult can it be, right? Well, writing a marketing plan isn’t hard at all, but writing a winning marketing plan is very...
How to Cheat Your Customer – or Not!
Does your company try to cheat your customer? Is it because you think they won’t notice? Or do you believe that enough people are willing to buy your brand for the first time, that you don’t need to worry about getting that second purchase? Either way, you...