Advertising Age - CMO Strategy

Recycled Fiber a Buried Treasure for Marcal

BATAVIA, Ohio (AdAge.com) -- In an interview with marketing chief MJ Jolda explained why "light"-green consumers -- those who consider the environmental impact important, but give as much or more weight to other factors such as price and performance -- and an appeal to value, along with environmental concern, are making a difference for Marcal.

10 Marketers Who Transformed American Culture

Looking at American culture throughout history, iconic images come to mind. Some are turning points in history, forming our nation. Others are people who shaped our freedoms and laws. And some are brands that affected how we eat, shop and pass our time. Each was once an idea that has grown into a national -- and in many cases, global -- force to be reckoned with. Below are 10 examples of these people and their ideas that have grown far beyond expectations.

Good CMOs Facilitate Change, but Great CMOs Drive It

The ability to lead change and to get results is precisely what distinguishes the great CMO from the good CMO. There are eight critical leadership competencies that top leaders, including top marketing leaders, must have -- and outstanding CMOs outperform good CMOs in all eight competencies.

Keep an Eye on the Back Door

A new study shows that brands that invest in guest experience retain more of their customer base and can thereby reduce marketing expenses and increase profitability. The implications for marketers -- not just those in the restaurant industry but for those in any guest experience-driven industry -- are significant.

Marketing to the Masses? Here's Why You Shouldn't

Some simple questions are stupid. And some are just annoying. But every once in a while a simple question makes one re-evaluate everything. Joseph Jaffe asks one such question in his new book "Flip the Funnel," making it a must read for anyone interested in selling anything to anyone anywhere.

Marketers, Meet the 'Multi-Minding' Woman

"Multi-minding" is a sort of evolution of "multi-tasking"; whereas multi-tasking was more activity-related, multi-minding is more thinking-related. It is the idea that people -- women more so than men -- are literally thinking about multiple things at once. This makes sense and seems a logical progression that our current electronic environment accelerates. But why are we like this? Kelly Skoloda's book "Too Busy to Shop: Marketing to Multi-Minding Women" either doesn't have an answer or isn't interested in one.

Re-imagining the 'Design of Business'

"The Design of Business" is a perceptive, wide-ranging, entertaining and, at less than 200 pages, tightly written guide for marketers that truly want to make innovation part of their DNA.

Motivation 3.0: Finding Satisfaction in a Digital Age

Daniel Pink's newest book, "Drive," disputes the long-held corporate ideology that handing out external rewards on the job -- money, for example -- is the best way to manage employees. This approach is counter-productive and crippling to company morale. What we really need, he said, is an upgrade in management technique, one where people are free to explore what really motivates them -- the desire to learn, create and improve their surroundings.