Marketing and Human Resources: Together, Driving Growth Through Brand Purpose
It is time for the walls of separation between Marketing and HR to fall. Together, these two entities can become joint drivers of growth and brand purpose creation.
Brand Purpose—A New Source of Growth for Health Care Companies
Healthcare companies traditionally go to market through product brands. Is there an opportunity to source additional value growth from the company brand?
How Lack of Diversity holds Marketing back
Marketing is diversifying at the top, as the 2022 Marketing Hall of Fame shows. But too slowly. We call on all marketers to do their utmost to change this.
The Brand in the Boardroom: Making the Case for Investment in Brand
Bringing brand valuation out of the box and into the daylight will dramatically improve the financial performance of businesses that adopt it, which has the potential to transform marketing. Winner of the distinguished WPP Atticus Grand Prix
Finance in Marketing: A Practitioner’s View of Brand Valuation
Joanna Seddon discusses how brand creates value and offers a new way of looking at the financial valuation of brands. A video in the MASB Finance in Marketing Education project, a collaboration between Fortune 500 CFOs and CMOs, and top…
Energizing the Brand’s Internal Stakeholders—Making Real Change Irresistible
Successful change will impact culture just as much as culture will either embrace or reject change. To ensure that changes you make in your brand’s purpose, organization, operations, and go-to-market strategy achieve traction and drive value, here are some essentials.
Celebrity Brand Licensing—Lessons from Rihanna, Kylie Jenner, the Kardashians, Melania Trump and Others
Joanna Seddon, Managing Partner, Presciant Marketers tempted by the idea of brand extension and licensing can learn a lot from this week’s New York Times fashion section, ’Celebrities Eyes Light Up for Makeup Bonanzas’. Tired of being spokespeople…
Coca-Cola—Beware of Zombies! They May Come Back to Haunt You
Joanna Seddon, Managing Partner Coca-Cola has publicly announced that it is trimming down its portfolio and getting rid of half its portfolio - 200 brands, which the company, with its usual flair for naming, has decided are “zombies”. Coke has…