The start of a new year is always a good time to reflect on the past and think about the future. But for CMOs, this end-of-the-year taking stock quickly puts a damper on holiday celebrations. CMO tenure remains depressingly low, marketing effectiveness has been disappointing and CEOs are all too quick to notice poor results. We feel your pain. To help brighten your outlook on the year ahead, we compiled a list of the top 10 things CMOs can do to dramatically help themselves, their brands and their companies.
CMO TENURE: The CMO's office seems forever fated to have a revolving door in front of it, as the post shows little sign of becoming more accommodating to risk-taking, big-thinking marketing leaders. Too many CEOs, boards and shareholders seem too impatient to let CMOs do their thing, which often requires more than a mere two years. Bottom line? You simply don't take this job if you're looking for long-term job security.
Measuring a brand's image against consumer experience
Written by Webmaster
Thursday, 13 December 2007
The divergence between consumers' perceptions of brands and their experience of them can be marked, for better or worse. More tellingly, this gap can also have a significant impact on financial performance. Marketing often gains a reputation for cherishing style over substance. Its detractors accuse it of shouting about product benefits, or, in the absence of these, a nebulous lifestyle positioning, regardless of the quality of the customer experience.
Doctor Who and Kylie are leading the BBC Christmas line-up but will viewers be tuning in? Here you can see a short video on what viewers really want to watch over the Christmas period and what they make of the BBC line-up. The Christmas special of 'Doctor Who', which takes place on board the Titanic and co-stars Kylie Minogue, leads the BBC festive line-up, which also includes a special episode of 'Extras' and 'Strictly Come Dancing Sequins'.
The start of a new year is always a good time to reflect on the past and think about the future. But for CMOs, this end-of-the-year taking stock quickly puts a damper on holiday celebrations. CMO tenure remains depressingly low, marketing effectiveness has been disappointing and CEOs are all too quick to notice poor results. We feel your pain. To help brighten your outlook on the year ahead, we compiled a list of the top 10 things CMOs can do to dramatically help themselves, their brands and their companies.
CMO TENURE: The CMO's office seems forever fated to have a revolving door in front of it, as the post shows little sign of becoming more accommodating to risk-taking, big-thinking marketing leaders. Too many CEOs, boards and shareholders seem too impatient to let CMOs do their thing, which often requires more than a mere two years. Bottom line? You simply don't take this job if you're looking for long-term job security.
The divergence between consumers' perceptions of brands and their experience of them can be marked, for better or worse. More tellingly, this gap can also have a significant impact on financial performance. Marketing often gains a reputation for cherishing style over substance. Its detractors accuse it of shouting about product benefits, or, in the absence of these, a nebulous lifestyle positioning, regardless of the quality of the customer experience.
Doctor Who and Kylie are leading the BBC Christmas line-up but will viewers be tuning in? Here you can see a short video on what viewers really want to watch over the Christmas period and what they make of the BBC line-up. The Christmas special of 'Doctor Who', which takes place on board the Titanic and co-stars Kylie Minogue, leads the BBC festive line-up, which also includes a special episode of 'Extras' and 'Strictly Come Dancing Sequins'.
