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Nov 16, 2009, 6:45 am
At the recent “Media & Money” Conference in New York, I gave a presentation on “The Seismic Shift in Targeted Advertising & Media” (disclosure: I work at the Nielsen Company).... Comment - Like
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Nov 9, 2009, 6:20 am
The best CMO is a CEO who believes in Marketing. By this definition, Tony Hsieh, CEO of Zappos.com, must be one of the best CMO’s around. Hsieh, known for his firm’s digital and social networking... Comment - Like
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Oct 28, 2009, 6:00 am
Positive and impactful new product ”buzz” is something that every Marketing executive aspires to, but few achieve, particularly in the CPG space. Much has been written about word of mou... Comment - Like
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Oct 19, 2009, 6:50 am
At a recent M50 CMO Conference, IÂ had the privilege of listening to two senior Hyundai executives, Joel Ewanick, V.P.Marketing, and David Zuchowski, V.P. of Sales, discuss the success of the Hyundai ... Comment - Like
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Oct 14, 2009, 8:10 am
In case you didn’t notice, Google recently launched an interesting, and potentially disruptive new product called Sidewiki. Currently for Firefox and Microsoft Explorer, Sidewiki allows anyone to p... Comment - Like
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Oct 6, 2009, 12:04 pm
The Sprint ad shows how you can watch your favorite football game on your mobile phone anywhere. But did you notice that the ad is on TV? That should tell you something about the state of video across... Comment - Like
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Sep 28, 2009, 6:00 am
For what seems eons, advertising has been bought and sold based on eyeballs — audience size and demographic composition. Does your brand need to reach women, aged 18-35, who live in the suburbs?... Comment - Like
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Sep 24, 2009, 12:35 pm
This month, I started a new role with Nielsen IAG as Global EVP/GM for the Consumer Packaged Goods sector. IAG measures program and marketing engagement across the 3 screens (TV, Web, Mobile) in real ... Comment - Like
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Sep 8, 2009, 6:00 am
It seems that everywhere you look these days, a great corporate icon’s reputation lays in ruin – General Motors, AIG, Citicorp — the list goes on and on. Yet many Marketers seem to... Comment - Like
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Aug 31, 2009, 6:00 am
Most brands operate under a simple assumption: relentlessly focus on a core set of brand attributes that differentiate you from key competitors. Increasingly, however, there’s one attribute tha... Comment - Like
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Aug 24, 2009, 6:00 am
Engagement, conversation, interaction. Whatever you call it, the web has ushered in a new era for Marketers to not just preach their gospel to consumers, but to actually engage in a more meaningful tw... Comment - Like
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Aug 20, 2009, 6:00 am
This is the 2nd in a series of periodic guest posts. Susan Kanefield Lauinger is a senior marketing executive, strategist and brand consultant with L’Oreal, Philip Morris and American Express.
**... Comment - Like
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Aug 17, 2009, 6:00 am
It’s common knowledge that word of mouth (WOM) by people you know is the most effective advertising. Research corroborates this:
Word of Mouth — High Impact But Low Spending: Why ?
Ye... Comment - Like
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Aug 12, 2009, 6:00 am
In a previous blog post “Turn Down The Volume to Improve Your Advertising,” I made the point that brand and business building advertising almost always visualizes the benefit in a dramat... Comment - Like
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Aug 10, 2009, 6:00 am
We’re all aware of the powerful nature of music in our personal lives. Music instantly conjures up long forgotten memories, and in fact, we can usually complete the melody of any well know tun... Comment - Like
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Aug 5, 2009, 6:00 am
Is PR becoming more like Marketing ? I recently read a fascinating white paper by David Meerman Scott,  “The new rules of PR: How to create a press release strategy for reaching buyers directly,â... Comment - Like
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Aug 3, 2009, 6:00 am
This begins a series of periodic guest posts by people with something important to say. The first is by Sarah Miller Caldicott, co-author of “Innovate Like Edison,” and the great grandniece o... Comment - Like
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Jul 29, 2009, 10:11 am
Digital and measurement innovation are making Marketing more accountable. And it can’t happen fast enough. Why do Chief Marketing Officers last only 28 months on average? Why, according to a rec... Comment - Like
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Jul 23, 2009, 6:20 am
From my July 21 guest post on Branding Strategy Insider:
The marketing landscape is increasingly chaotic and getting more so. The old world of command and control marketing messaging is dead. And mar... Comment - Like
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Jul 20, 2009, 8:54 am
Nothing is more sacrosanct in Marketing than never giving up a customer. But is keeping all of your customers always the best way to build your brand? Here’s a possibly controversial view: i... Comment - Like
About Me
Randall Beard is a leading and award winning Chief Marketing Officer and Product Management Executive with over 25 years of global experience across consumer packaged goods, financial services and high-touch service brands, including Procter & Gamble, American Express, and UBS Wealth Management.
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