5 Tips for taking your brand abroad

What are the opportunities and challenges facing brands who wish to market themselves internationally? This was the focus of "Amerikadagen." I was thrilled to share the stage with some of the sharpest thinkers in international marketing and brand development and thought I'd share a few of their insights with you. 

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Why the CMO has to go

The life expectancy of a CMO has reached an all time high of 3.5 years (nearly double what is was five years ago) but it seems the rift between CEOs and their CMOs has never been greater. 

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The illusion of communication and how to prevent it

How to create your own marketing micro-profession

Before getting involved in advertising, I had planned on attending medical school. A lot of my pre-med training focused on establishing a very precise foundation of language to describe all things medical. Then I got a job in an ad agency.

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The rise of the “ROI Marketer”? Hell No!

Part 1 of 2

The concept of the “ROI Marketer” was coined this month in a report from the The Fournaise Marketing Group. Here’s why I think this is the worst idea in marketing —  and why it has a shot at catching on.

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Why great sales people don’t always make great marketers

In many BtoB companies the career path to the Marketing Departmment  seems to invariable miander through Sales. Over the years I’ve worked with many salespeople-cum-marketing-managers.

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Why bother monitoring buzz?

Can you imagine a marketing manager letting brand-related websites, endorsements, editorials, images, or videos be broadcast without review or approval? I can’t. Companies want to control the message because the message shapes the perception of their brand. And the brand is their most valuable asset.

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With So Many Specialized Agencies, Who Should Get Your Marketing Dollars?

Today, the various services that make up a marketing campaign are siloed among so many specialized players, from Web developers to PR firms to social media agencies, that one must ask, ‘Who manages the big picture?’

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