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The rise of the marketing operations director
The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.
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When marketing strategy is worthless
Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.
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Marketing’s influence is not the goal, part 2
When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.
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What does ‘switchmode’ mean?
Switchmode – or switch-mode – is the name of a certain kind of power supply. Why is this power supply interesting?
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Marketing’s influence is not the goal
Marketers want more influence within the business, with the ultimate validation being a seat on the board. But is this the wrong goal?
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Choose also what not to do
According to this article in Business Week, the essentials of strategy can be summarized as follows: Ditch the To-Do list and start a Not-To-Do list.
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Marketing analytics is not important
No, marketing analytics is essential. A new study about the use of marketing analytics referred in Strategy + Business concludes that
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From cardboard and crayons to content and convenience
“I know of a pharmaceutical company that only calls in a marketer when it wants to decide on the color for a new pill.” (Philip Kotler).
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Branding is dead, Long live the brand!
Branding is dead, long live the brand. What do I mean by that? All companies are building their brand(s) every day, it’s inevitable. But many don’t realize it and have no plan or system for it which can have dire consequences.
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What is user-driven innovation – and what is not?
Have you noticed the surge in user-driven innovation? Or rather – the surge in companies and consultancies who say that they do user-driven innovation? Well, I have and it’s causing me a great deal of concern.
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Feel-good branding
The other day I received a letter from my storage company. I rent a box there where I keep all sorts of stuff that I have no room for a home. I was so delighted to get this letter.
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What Steve Jobs and Michelangelo have in common
According to Fast Company Steve Jobs gave the following business advice to Nike a few years back when they launched the iPod/Nike collaboration: Get rid of the crappy stuff.