Latest from Prophet

Article:

Thu, 24 May 2012 07:00:00 +0000

By David Warren

Good business ideas occasionally die an unnatural and premature death. While benchmarks, stage gates, and filters can help prevent bad -- and costly -- decisions, sometimes ideas are just ahead of their time. Revisited periodically, a company’s inventory of dead and discarded ideas may become the source of new opportunities.

(MediaPost Marketing Daily, May 10, 2012)

Article:

Mon, 21 May 2012 07:00:00 +0000

By James Walker

Prophet’s senior partner for Analytics James Walker has been leading a book project over the last few months looking at The Future Of Marketing Analytics. We’ve interviewed over 40 CMOs, analytics leaders, business school professors, and leaders of analytical-software vendors. The conclusions are coming together, and we should be ready to publish in the fall, but there are some early learnings around The 8 New Rules of Building A Marketing Analytics Capability.

Webcast:

Thu, 03 May 2012 07:00:00 +0000

By Prophet

We had such a positive response to David Aaker’s Brand Relevance webinar earlier this year that we held a reprise that highlighted some additional European and global case examples.

The webinar was based on Aaker’s latest book, Brand Relevance: Making Competitors Irrelevant, which has received several awards including Advertising Age’s 'Ten Marketing Books You Should Have Read' and strategy+business 'Best Business Books 2011:Marketing.' In his book, Aaker argues that brands should turn away from destructive brand preference competition to focus on winning the brand relevance war.

David presented concepts from the book highlighting European and global case examples including Audi, BMW, Becks, others. He also outlined the 4 key principles to beating competitors at the relevance game, all while growing your business and share of wallet.

Article:

Wed, 25 Apr 2012 07:00:00 +0000

By David Aaker

Out of Aaker's five brand books, what precepts stand out as one of the top ten? Which are most critical “to do” tasks for someone charged with creating or managing a business? What do you need to know to excel at building a brand?

(Aaker on Brands blog)

News:

Tue, 24 Apr 2012 07:00:00 +0000

Sarah Bellamy joins Prophet as a Partner.

Webcast:

Mon, 23 Apr 2012 07:00:00 +0000

By Andy Stefanovich

Andy Stefanovich presented concepts from his book, Look At More, in parternship with getAbstract.

(getAbstract)

Article:

Tue, 10 Apr 2012 07:00:00 +0000

By Joseph Gelman and Markus Koch

The point of sale is the key consumer touchpoint for many brands (especially in consumer goods) that reflects the moment of truth in a consumer’s purchasing process. A large part of marketing investment focuses on converting consumers at this critical point.

(MediaPost Marketing Daily, April 5, 2012)

Article:

Tue, 10 Apr 2012 07:00:00 +0000

By Paul Schrimpf

Almost everything about marketing is sexy and exciting, spanning, as it does, so many interesting areas that are highly visible to the entire organization and public. Marketers manage the brand (or brands), its position, communications, and lead such popular trends as digital strategies, social media, and guerilla marketing.

And then there’s pricing, decidedly not sexy despite being one of the most critical aspects of marketing. This is where margins are made, cash flow is generated, and businesses grow. It’s the profitability backbone of an organization. It is also the most measurable aspect of a brand, and lends itself to a plethora of analytics opportunities to make these challenges surmountable.

Press:

Mon, 09 Apr 2012 07:00:00 +0000

Prophet is proud to be collaborating with Wharton on its rebranding effort, especially considering three Prophet Partners are graduates. Kevin O'Donnell, Phyllis Rothschild and Chiaki Nishino are all mentioned within this article featured in the Wharton Alumni magazine.

Podcast:

Thu, 05 Apr 2012 07:00:00 +0000

By David Aaker

Prophet Vice Chairman David Aaker speaks with RiechesBaird Principal Alan Brew to discuss brands that exempliofy innovation and have created that “must have” factor that wins the Brand Relevance war.

Webcast:

Wed, 04 Apr 2012 07:00:00 +0000

By Jeff Smith

Consumers’ opinions of various companies and industries have changed dramatically over the past year. Many companies have seen their reputation scores fall. Prophet Partner Jeff Smith outlined our latest research and uncovered who’s leading the reputation race according to US consumers in our 3rd Annual Corporate Reputation Study webinar.

White Paper:

Wed, 04 Apr 2012 07:00:00 +0000

By Prophet

These are tough times for companies trying to build and maintain their reputations. Between the sluggish economy, business toe-stubbing (and worse), and a public with a long memory and an increasingly skeptical nature, recovering from the reputational hits that have hammered U.S. businesses in recent years is going to be a slow process.

Prophet’s third annual corporate reputation study reflected the confluence of these and other factors, as overall reputation scores fell across almost all industry sectors.