resources

an appraisal of Wal-Mart’s Green campaign, including lessons for all marketers seeking to be a part of the green movement in a meaningful and authentic way

Marketers must understand and navigate through the numerous and widely-differing health and wellness mindsets among consumers.

The same strategy, medium, and message that motivate employees do not necessarily motivate customers — and vice versa.

A challenge to the running industry to rethink what business they’re really in and where new growth is going to come from.

An instructive assessment of Under Armour’s Super Bowl spot – one based on the strategy behind the execution.

In a world where everyone competes to be the biggest, smallest, coolest, thinnest, most advanced, technology marketers are struggling with differentiation.

Welcome to brand as business briefs, a resource for learning how companies can operationalize their brands in order to grow their businesses. I’ve developed and/or edited the content exclusively for folks I’ve had the honor of knowing and working with.

New Year’s resolutions for brands — the goals are simple: spend more time with family (prioritize brand relationships), eat right (focus on internal integration and alignment), and exercise (execute your brand).

Suggestions for how companies can take their brand engagement efforts to the next level by re-directing the technology, innovation, and fresh thinking currently applied to marketing communications.

Recommendations for marketers to consider when turning to the public for their next TV commercial.

A perspective on how to apply and activate your brand’s core values to seize new opportunities and achieve business growth.

Companies seeking to maximize the full impact of their brand often turn first to the “usual suspects” – name, logo, advertising, or PR. Leaders should instead first look to operationalize their brand – translating brand values and attributes into actions, decisions, and changed behavior throughout the organization.

A point of view about why the latest marketing trend — soliciting advertising from consumers — is a lazy and irresponsible approach to branding.

A presentation describing examples of companies which are successfully crossing the chasm between brand strategy and brand execution.

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An article describing the types of players CMO’s need on their teams to produce winning results in today’s marketing environment.

A presentation to AD:TECH digital marketing conference about how technology enables marketers to execute their brand strategies.

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Insights and ideas about brand extensions that brand managers can learn from entertainment “brands” like CSI and James Bond.

A timely piece for 2005, “the year of the merger”

A presentation to the American Marketing Association about achieving one common understanding of Brand Sony

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