Insights from Prophet

CMOs, Regain Control of Your Destiny [PDF]

Mon, 09 Nov 2009 08:00:00 +0000

By Scott Davis

Senior marketers, ask yourselves: Is marketing’s inability to get the traction it seeks within your organization real or self-imposed? Do you have control over the perception, power, influence, and abilities that marketing can truly bring to the table? Our recent study revealed several alarming findings that point to the need for marketers to start taking back control of the dialogue, and their destiny, within their own organizations.

(AdAge, November 4, 2009)

Critical Eye breakfast briefing video: Focus on innovation [Webcast]

Tue, 27 Oct 2009 07:00:00 +0000

By Andy Stefanovich

This video captures the key concepts behind the London breakfast themed, "Inspiration as a discipline for innovation." It features Andy Stefanovich; Pam Powell, SABMiller; and Daryl Dunbar, Reed Elsevier.

(Critical Eye, September 2009)

Executive Summary: The Shift [PDF]

Fri, 23 Oct 2009 07:00:00 +0000

By Scott Davis

This executive summary outlines the main concepts from Scott Davis' book, The Shift.

(Business Book Review, September 21, 2009)

The Ten Commandments for the Modern Marketer [PDF]

Thu, 22 Oct 2009 07:00:00 +0000

By Scott Davis

Recession, the rise of digital, and the emphasis on media neutrality are just some developments making new demands on marketers and changing marketing’s role in the company structure. In this Marketing Week article featuring Scott Davis, they discuss the ten best ideas for embracing this change and steering your brand for the future.

(Marketing Week, October 15, 2009)

Beyond Functional Benefits [PDF]

Tue, 13 Oct 2009 07:00:00 +0000

By David Aaker

David Aaker discusses how brand and marketing strategists can avoid the functional benefit trap.

(Marketing News, September 2009)

Ad Trends Signal Shift To Media Quality

Tue, 13 Oct 2009 07:00:00 +0000

By Fred Geyer

Recent advertising spending data has lessons that should make large and small advertisers distinctly uncomfortable, and beg the question: Do they understand their spending well enough to ensure they've shifted to the best vehicles for their business?

(Marketing Daily, October 8, 2009)

Aggressive Recession Marketing: When Does It Make Sense? [PDF]

Mon, 12 Oct 2009 07:00:00 +0000

By David Aaker

In his inaugural column for Marketing News, David Aaker discusses when it pays to market aggressively during tough times.

(Marketing News, August 30, 2009)

Shifting to a Customer-centric Focus [PDF]

Fri, 09 Oct 2009 07:00:00 +0000

By Scott Davis

Successful companies get it: they report to the customer. But how do you effect a shift away from an out-dated operational focus to one that truly puts the customer front and center? Scott Davis explains that it doesn’t require a re-organization so much as a mind-set shift (plus visionary leadership).

(Moving Ahead (American Management Association), October 2009)

Why Marketing Does a Terrible Job of Marketing Itself

Tue, 06 Oct 2009 07:00:00 +0000

By Scott Davis

Scott Davis blogs about concepts from his latest book, The Shift, and discusses the shifts marketers must undergo to become Visionary Marketers.

(Bullish On Books (CNBC), October 6, 2009)

Talking Business with Andy Stefanovich [Podcast]

Wed, 30 Sep 2009 07:00:00 +0000

By Andy Stefanovich

Senior Partner Andy Stefanovich speaks with Michael Guld regarding innovation and creativity in business, inspiration, and the “human energy crisis.”