 Forget fluffy measures like brand awareness. Today's successful chief marketing officer has to have an impact that can be measured in dollars and cents. That was the message behind the latest survey of more than 200 senior-level marketing executives by Spencer Stuart to be revealed at tomorrow's CMO Summit, "Isolating the Marketing DNA: the Essential Skills and Qualities of the New CMO." It might seem obvious by now that CMOs have to affect sales and profit margins,
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 "...Advertising platforms that bring rich ad experiences (entertainment and/or utility ... content, video, games, interactivity, etc.), to the right consumer in a friction free way are the path forward...". Ian Shaffer and I are working some cosmic connection. I put a few words together for the blog last week and was surprised to see Ian working the same territory. Our sentiments seem to intersect nicely, albeit from different industry vantage points. My comments below speak to the explosion of impressions largely driven by social media,
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 Revenue for U.S. agencies -- advertising, marketing services and media -- jumped 8.6% in 2007 despite a tepid ad market. And for that, you can thank digital. While it comes as no surprise that revenue at digital specialty agencies rocketed last year (up 26.8% in the U.S.), it's clear that digital services have become a way of life (or a way to avoid death) for agencies of all disciplines. In fact, U.S. ad agencies reported an average 10.2% of revenue from digital in 2007.
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Last Updated ( Wednesday, 07 May 2008 )
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 Vietnamese companies stick so much to products and market branding that they seem to forget about the corporate brand power. It just becomes an issue when companies get ready to be listed or for IPO. Therefore, building brand goes beyond customers, reaching other potential stakeholders who are strongly needed, so are potential investors. Companies with strong corporate brand awareness would be able to attract right investors portfolio and thus lower its cost of capital and increase its market value.
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Last Updated ( Tuesday, 06 May 2008 )
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