Is Your Fighter Brand Strong Enough to Win the Battle?
Five Steps to Ensure Success -- and Five More to Avoid Failure FULL ARTICLE
Best Time to Advertise? When Consumers Are Too Tired for Anything Else
Just Make Sure the Creative's Strong Enough to Pull Them in, New Research Finds FULL ARTICLE
Why Fender Is Spending 10% More on Marketing
Senior VP Rich McDonald Riffs on Shifts to Digital, CRM as Brand Boosts FULL ARTICLE
Why It's Time to Do Away With the Brand Manager
P&G, Unilever Among Those Embracing New Roles in Social Media Age FULL ARTICLE
Why Global CMOs Face Greater Challenges Than Traditional Marketers
Levi's Jaime Szulc and Others Take Note: Winning Globally Is Not Only About Getting the Regional Marketing Mix Sorted Out FULL ARTICLE
ROI Is a Marketing Problem -- and a Brand Problem Too
Lee Jeans Embraces Cross-Functional Analytics FULL ARTICLE
Short CMO Tenures Reflective of Dysfunctional Companies
Keep Your Job by Managing CEO Expectations, Unifying Brand Image FULL ARTICLE
Cotton Defends Relevance With Legacy, Innovation
Ric Hendee Hypes Advances in Face of Economic, Competitive Threats FULL ARTICLE
Ralph Lauren Looks to Innovate Beyond Mobile Comfort Zones
Five Questions With David Lauren on Why the Lux Fashion Marketer Is Investing in Technology -- and Others Aren't FULL ARTICLE
Seeking ROI? Kick-start Efforts With Pilot Projects
When Budgets Are Tight, Test on Small Scale and Roll Out Wide to Maximize Returns FULL ARTICLE
Selling Ciao Bella's Premium Gelato on a Plain-Vanilla Budget
Deborah Holt Ups Retail Sales With Road Tour, Promotions FULL ARTICLE
Travelzoo Sticks to What Works as Recession Alters Flight Plans
VP-Marketing Craig Calder Prefers Word of Mouth, Geotargeted Ads to Sexier Digital Strategies FULL ARTICLE
If Doing Good Isn't Part of Your DNA, Consumers Won't Buy It
To Be Sustainable, Make Sure the Connection Between Brand Benefit and Social Purpose Is Clear FULL ARTICLE
Former Unilever Exec Kevin George Named CMO of Beam
Package-Goods Vet Known for Axe Campaigns Expected to Push Nontraditional Efforts at Spirits Maker FULL ARTICLE
Boost Your Brand by Understanding the Path to Purchase
To Win Customers, Create a Shopper-Insight Team and Turn That Research Into Strategy FULL ARTICLE
Panera Bread Seeks New VP-Marketing
Former Top Marketer Ed Valle Departs Bakery-Cafe Brand for Choice Hotels International FULL ARTICLE
How PR Chiefs Have Shifted Toward Center of Marketing Departments
Specialists Helm Ad Efforts too at Intuit, IBM, and American Airlines FULL ARTICLE
How Virgin Airlines Is Reinventing a Category With Sky-High Brand Buzz
VP-Marketing Porter Gale Leans on Twitter, Splashy Launches to Stretch Ad Dollars FULL ARTICLE
Citigroup Looks to Fill New Chief Marketing Role for Consumer Division
Battered During Financial Meltdown, Bank Looks to Create a More 'Customer-Led Organization' FULL ARTICLE
Recognizing the CMO's Role When It Comes to Crisis
How to Protect Your Brand When It Becomes Contaminated FULL ARTICLE
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