DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART 1

Deepwater Horizon is an ecological disaster of epic proportions. It has taken lives and is fouling the sea, killing aquatic life, despoiling the white, sandy beaches of the Gulf Coast, negatively impacting the livelihood of many people, and threatening our economic recovery. Sadly, the aftermath of this growing horror is expected to take decades to address and remedy.

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The DISPATCHES^TM for June 27, 2010 can be found here:

DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART 1

A printer / handheld friendly version can be found here:

DEVELOPING A MORE PRODUCTIVE CREATIVE BRIEF - PART 1

It is also available in PDF here:

DevAMoreProductiveCB-Pt1.pdf (PDF File)

BRIDGING THE PERFORMANCE GAP

Richard Czerniawski and Mike Maloney have just returned home from two weeks abroad conducting customized programs. We will not be publishing a new DISPATCHES this week in order to allow them both a little family time over this Father's Day weekend. Instead, we are reissuing an oft asked for oldie, Bridging the Performance Gap. We hope you enjoy! Look for a brand new DISPATCHES next Monday.

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The DISPATCHES^TM for June 20, 2010 can be found here:

BRIDGING THE PERFORMANCE GAP

A printer / handheld friendly version can be found here:

BRIDGING THE PERFORMANCE GAP

It is also available in PDF here:

BridgingThePerformanceGap.pdf (PDF File)

MARKETING INVESTMENT (?)

You know that term (from poetry, originally) oxymoron? It usually refers to two words with opposite meanings that are joined together for a clever, paradoxical expression. We heard a joke recently - someone said that the term "marketing investment" was an oxymoron. Actually, it wasn't much of a joke; in fact, we didn't laugh - chances are, you didn't either. Nevertheless, it does seem more the exception than the rule that CEO's consider any marketing spending to be an investment (you know, as in the kind that expects a return greater than the actual investment amount). This week we take a look at why marketing investment seems to be so under-appreciated.

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The DISPATCHES^TM for June 13, 2010 can be found here:

MARKETING INVESTMENT (?)

A printer / handheld friendly version can be found here:

MARKETING INVESTMENT (?)

It is also available in PDF here:

MarketingInvestment.pdf (PDF File)

ACCELLERATING GROWTH

Recently we participated in a workshop with Ben Cook, Acumen Learning. Ben's role was to instruct marketers regarding "What your CEO wants you to know about the financial performance of your company." We instructed these same marketers on the implications for marketing and how to go about achieving key financial measures. Our program was titled "Marketing By Objectives" a take on the classic Peter Drucker practice of "Management By Objectives," which has provided direction for business executives for decades.

In Ben's portion of the workshop he posed the question, which we now pose to you. Which generates more profit: a dollar of growth or cutting a dollar of marketing spending?

When you?re finished answering the question go to the link below to learn more.

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The DISPATCHES^TM for June 6, 2010 can be found here:

ACCELLERATING GROWTH

A printer / handheld friendly version can be found here:

ACCELLERATING GROWTH

It is also available in PDF here:

AccelerateGrowth.pdf (PDF File)