How to Download Fact-Based Branding in the Real World: A Simple Survival Guide for CMOs and Brand Managers DOC
As many marketing professionals know, the average tenure of a Chief Marketing Officer (CMO) is alarmingly short, just 42 months as of 2011. In Fact-based Branding in the Real World: A Simple Survival Guide for CMOs and Brand Managers, Dr. Rolf Wulfsberg—a pioneer in brand research who has helped companies such as Bank of America, Caterpillar and Eaton improve their business results over his 40-year career—suggests three possible reasons for such high turnover:• An inability to measure the financial return of marketing/branding initiatives• A lack of familiarity with robust marketing and brand research techniques • Limitations in the information that CMOs receive from their research professionalsAccording to CMOs, the single most important yardstick for gauging marketing success is the return on investment (ROI) for marketing initiatives. This can be difficult to determine, however Dr. Wulfsberg examines models for computing ROI and offers a method for predicting it before marketing/branding initiatives get launched.Research suggests that 20 percent of all CMOs are not using research at all in their jobs. Others may rely solely on qualitative research or fairly simplistic techniques. A lack of familiarity with fact-based research—that is, rigorous quantitative measurement and forecasting techniques—can be a major barrier to job success. Fact-based Branding in the Real World: A Simple Survival Guide for CMOs and Brand Managers examines ways in which brand executives can get more out of the research they already commission.CMOs and brand managers who read this book will be able to determine whether their research is sound without having to become a statistician. They’ll learn about ways to overcome the inevitable problems that come with data in the real world. They’ll learn how to effectively communicate with the research professionals who support them, guided by questions at the end of each chapter.In addition, this book helps CMOs and brand managers utilize brand research, including both acquisition and retention components. Applying the principles, tools and methods offered in this book will enable these executives to optimize brand positioning and brand architecture, design better customer experiences and harness the power of simplicity in branding.
