Tag: marketing

HomePosts tagged “marketing” (Page 2)

Rise of the CMO: Stage 2

CMOs must rise to be the leaders who “lead the requisite internal change to adapt to the market,” Kim Whitler writes in Forbes on the question “Is the CMO Role Dying or Thriving?” According to Whitler’s survey at the CMO Exchange conference, CMOs feel their role has gotten significantly more ...

Rise of the CMO: Stage 1

  Kim Whitler of Forbes writes on the blog-chatted question, “Is the CMO Role Dying or Thriving?” My view is that the CMO is not dying, but rather, molting and morphing. At the recent CMO Exchange conference, “The Evolving Role of the CMO,” Whitler surveyed CMOs on the degree to which ...

GlobeOp: The Color of Branding

Can you name each currency? Answers below. The color of branding is money. And money follows performance. As CMO, Jan raised GlobeOp’s brand profile, helping grow AuA 71% to $187 billion, revenue 41% to $221.3 million, and stock value 142%, leading to $1bn acquisition. Contact Jan: 973.454.8536 or janzlotnick@gmail.com See ...

Diving for Happiness

I don’t just want to be where my prospects are. I want to make their experiences there better.   ...

Customers Aren’t Asking…

#1 in a series of posts based on a study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. Topline View: After reading the McKinsey study showing me what looks like an anti-evolutionists’ stubborn ...

Internal Combustion Engine

#2 in a series of Jan Zlotnick posts based on a study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. There’s a powerful engine purring inside most businesses, waiting for someone in charge ...

Growing (a Pair)

#3 in a series of posts based on a social media use study by The McKinsey Global Institute (MGI), the business and economics research arm of McKinsey & Company, not commissioned by any business, government, or other institution. CMOs have a choice: to leap and grow their brands through social ...

Convincer or Blueprinter?

In a blog by Andrew Stein, he asks the seemingly straightforward question, “What is Marketing?” and he rightly criticized one suggestion that “Marketing is what you do in business when you try to convince people to buy what you have to sell.” For me, the notion that marketing “convinces” customers ...

Stretch Creative, Work the Core

“Jan, I’m not a global brand with a global budget. How can I compete?” I’m often asked this at conferences and events. My advice? Stretch your creative mind, and work your core. Communicate on a remarkably creative level: Beware what George in Seinfeld might have called creative shrinkage. Don’t retract ...

Force of Nature

Timberline stands out from the oversexed holiday commercials for men’s colognes by expressing romance, and possibly love, as a playful, innocent, yet undeniable force of nature that cuts to the chase and causes one to happily fall. ...

Fake Brands Kill Real People

How does an “innocent” public keep drug cartels and terrorists in business? By thinking it is doing no harm when buying counterfeit brands. So, when Prada, Versace, Dolce & Gabbana, Ray-Ban, Coach, Gucci, et al, gathered in Washington, D.C. for the Anti-Counterfeiting Coalition, they were presented the problem, and marketing ...

I Love My Dad

A boy tells the story of his father returning to work after battling cancer. And a hospital emerges as a friend, neighbor, and hero. ...

I Love New York (State)

The first “I Love New York” commercial that broke with the format and strategy of promoting the city exclusively, so that the entire state of New York might promote itself to budget-strapped travelers in the northeast market. ...

Dickens, Ghosts and Me

Maureen Dowd wrote a column about this time of year as it relates to Charles Dickens, ghosts and to me, the reader.  I wrote in reply that it is in these uncommonly quiet days of uninterrupted moments, this oddly singular time to myself with its disarming quality of unbusied mornings ...

Cash Money

Like great marketing can be: Astonishingly simple. But, like we have learned, it’s the “astonishing” part that doesn’t come easy. It comes when an idea is patiently, lovingly, “extravagantly” thought out and executed. ...

Data Viz Wiz

Your data has to be accurate, but does it have to be cool and…beautiful? Data viz. Information design. It’s an interestingly shaped red sign that grabs your eye and emotional brain with the simple words “Stop.”  And maybe saves your life. Hans Rosling, like Edward Tufte, believes you can save ...

New Carrot, New Stick

Management thinks it loses good people because they want to be paid more. But what people really want is to “be” more. Are you using the right methods for motivating your employees to be their most productive selves? Check out this video below by Daniel Pink, author of “Drive: The Surprising ...

The Peanut Butter Q

Do you work to bring in revenue to your company or to satisfy the client? If you work to bring in revenue, you’re doing what you’re supposed to do. So, the question is How. How are you working to bring in revenue? Are you doing the same thing every day ...
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