Branding = Change Management and Operational Excellence

Over the past couple of years I have been involved in the development processes of SME’s and some major companies with hundreds of millions or billions in turnover. These processes are about change: The emphasis is moving from advertising and external media to own touchpoints and communications with own customers The marketing as such isContinue reading “Branding = Change Management and Operational Excellence”

What best performers do differently by Aberdeen

I found a great article from Slideshare about the role of analytics and data-driven decision making in all aspects of marketing to focus on the voice of the customer and drive revenue. The best performers simply work harder and more methodologically. The process and tools need to be in place and they are being activelyContinue reading “What best performers do differently by Aberdeen”

Great future for creative agencies

Creative agencies have been under siege for a long time. The business has changed completely within relatively short time and the balance of power between disciplines within agencies has shifted tremendously. Agencies must have changed a lot by now, but they need to change a lot more in order to meet the demands Future CMOContinue reading “Great future for creative agencies”

CMO expectations and emphasis – CMO survey 2/2012

CMO’s are quite optimistic, increase spending overall but especially in social media, CRM and analytics (internally and externally) CMOsurvey.com made a study of CMO expectations and emphasis in February 2012. The wheel is already turning and the role of CMO’s changing. It is especially interesting to see that the traditional emphasis of CMO is nowContinue reading “CMO expectations and emphasis – CMO survey 2/2012”