Yearly Archive: 2012

Carol Spieckerman

Coming of Age or Fading Away? The Curious State of the Retail CMO

Perhaps no other executive role within retailer and brand marketing organizations has seen more upheaval in recent years than that of the chief marketing officer. For the first time in its more than a century of history, Campbell’s hired a CMO, folding marketing services, global advertising, design, media, digital marketing, and consumer insights into a single position. Campbell’s approach is

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Kelvyn Gardner

A Fairy Tale for the Holiday season

Once upon a time there was a poor miner called Happy who lived with his wife and cherubic twin children in a tiny miner’s cottage outside a town called Diligence. The cottage enjoyed a pretty setting in a small wood on a hill overlooking a flowing, crystal clear spring. Every morning Happy rose at 5am to walk the six miles

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Carol Spieckerman

Walmart Proves the Power of Paring Down

In a presentation last week, Stephen Quinn, Walmart’s CMO, illustrated how a return to simplicity and authenticity is now moving the needle for the world’s largest retailer.The company’s recent localized marketing campaigns offer brand marketers lessons on the power of paring things down and letting basic strengths tell the story. Seeing is Believing Walmart’s more than one-year-old ad match program

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Marty Brochstein

Licensing and the Changing Videogame Business

There was a time when traditional console-based video games could be counted on as one of the four major revenue pillars of the licensing program for a major entertainment property, along with toys, publishing and apparel. The category is still a significant revenue generator – and in some cases still one of those four pillars — but in many cases,

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Carol Spieckerman

The New Big Data Mandate: Consider the Source

In the period from the beginning of recorded time until 2003, humans created 5 billion gigabytes of data. In 2011, the same amount was created every two days, and by next year, that time is predicted to shrink to 10 minutes. These eye-popping statistics come courtesy of IBM, whose head of supercomputer development, David Turek, recently penned an article for

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Marty Brochstein

Major Themes from the LIMA Retail Symposium

Big data. Digital Marketing. The ongoing transformation of retail, and its implications for brand owners and suppliers. Tips on selling into retail. These and a host of other topics took center stage at LIMA’s 2nd Annual Retail Symposium, presented in association with the Terry J. Lundgren Center for Retailing at the University of Arizona. The eight sessions offered a variety

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Carol Spieckerman

Separation Anxiety

“It just doesn’t make sense anymore to have separate staff to handle a separate area which is inherently impossible to separate from anything else.” Walter Naeslund, CEO of Stockholm-based advertising agency, Honesty, recently made the above statement in a corporate missive explaining his company’s contrarian decision to eliminate all digitally-focused specialty roles such as “digital director.” Just as retailers like

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Carol Spieckerman

Navigating Retail’s White Out

The term “white space” has long been used in business to refer to underserved markets or opportunities that fall outside of companies’ core focus areas. Identifying and seizing white space opportunities was once a lot easier, back when retailers stayed in their lanes and relied heavily on brand marketers for direction and differentiation. Today, it requires hitting a moving target,

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Marty Brochstein

Sector watch: Collegiate

Companies in the business of licensing collegiate logos and trademarks are increasingly trying to identify underserved niches in order to continue to grow this significant sector of the licensing business. According to results of LIMA’s Annual Licensing Business Survey, collegiate licensing generated $203 million in licensing royalty revenues in the U.S./Canada in 2011, up 3.6% from the $196 million generated

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Carol Spieckerman

Retail’s “Nonzero” Game Plan

Lately, I’ve been glued to the “Content Connections” series that is running on copyblogger.com. Not only does it offer spot-on insight into content marketing best practices, but its implications and applications invariably extend beyond content strategy. Such was the case with a recent article by Sonia Simone called “How to Win a Zero-Sum Game: What to Do if Competitors Won’t

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