CMO

I had the pleasure of being interviewed by Mary T. Morgan during the recent P&G Alumni Reunion held in Toronto, Canada. Mary and I worked in Brand Management together at P&G.

I love Virgin Atlantic.

One of the reasons I do is I believe they really, really do care about their customers. As proof of this, one time back in 1994 I had a problem with one of their flights and wrote a note to Richard Branson to make him aware of it (this was back in the days in which you still wrote letters that went through the post office).

 I just got back from my first ever SXSW event. They are celebrating their 25th year as a Music Festival and 15th year as an Interactive Gathering (the “Davos of Digital”).

As we enter the new year, I wanted to share some "fun facts to know and tell" as well as some personal observations on how social media is impacting marketing and businesses:

Social media and mobile devices have become a common way that people engage with each other and with brands; brand marketers need to be proactive about leveraging this accelerating trend

This is Part II of a two-part blog that explains what a communication brief is, why it’s important and what it contains. I’d like to thank Norm Levy from P&G for teaching me these principles when I was in brand management as well as his continuing teaching of these ideas at the U.S. Marketing Communication College.

In Part I of this blog entry, I described what a Communication Brief is and reviewed part of what’s in it (i.e. Project Description, Target Audience, Specific Objective, Background/Competitive environment and Consumer Insights).

This is Part I of a two-part blog that explains what a communication brief is, why it’s important and what it contains. I’d like to thank Norm Levy from P&G for teaching me these principles when I was in brand management as well as his continuing teaching of these ideas at the U.S. Marketing Communication College.

A key issue any marketer must adequately address is “What’s the return on this marketing investment?” It's reasonable for a marketer to provide some type of quantitative measure to ascertain whether the marketing activity for a company is working (and how it should be adjusted so the spending can either be optimized or eliminated).