Author: Carol Spieckerman

Carol Spieckerman

From Externalities to Enterprise: Harnessing Digital’s Fragmented Future

In a recent article for The Guardian, journalist and science fiction author Cory Doctorow expounded on dynamics that he refers to as “positive externalities,” which arise “when you do something you want to do that also makes life better for someone else.” As an example, he describes driving your car slowly to avoid a wreck and thereby making the road

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Carol Spieckerman

Your Top Resolution for Retail Reinvention in 2013

2012 was a year filled with organizational, operational, and technological transformations across every retail tier, category, business model, and touch point. If 2011 had retailers scrambling to catch up with consumers, 2012 was defined by proactive and often controversial retail reinventions, many of which promise to gain traction this year. With the New Year just underway, licensing companies still have

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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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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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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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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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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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Carol Spieckerman

Retailers Future-Proof Their Fleets

“The Internet changes everything, but it doesn’t replace everything.” Jerry Storch, Toys “R” Us chief executive Toys “R” Us chief executive, Jerry Storch took pains to defend the relevance of brick-and-mortar retail at a media presentation last week; however, the recent refurbishments, ground-breakings, and expansion plans hitting physical retail have made the ongoing relevance of brick-and-mortar clear. As retailers put

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Carol Spieckerman

Oh SoLoMo!

Social. Local. Mobile. Disruptions that retailers and brand marketers have had a heck of a hard time harnessing all at once, even as shoppers have enthusiastically embraced social media, geo-location, and mobility in crafting their shopping and sharing experiences. The term “SoLoMo,” is mash-up that addresses how shoppers are interacting with brands on all three levels simultaneously. Recent developments promise

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