Marketing Capability Layers I love Scott Brinker’s Chief Marketing Technologist blog. Not many people know this, but a blog post by Scott in 2010 was the inspiration for this blog. I constantly find that Scott produces thoughtful, well written content. The latest post on his blog, by guest writer Sam Melnik, is a great example of …
The Transformation Agenda How do you transform a brand? This is one of the toughest jobs for any marketer, to repair a damaged brand. Sometimes, it’s not repairing damage, but simply changing the attributes that the market associates with the brand. In early 2008, Howard Schultz of Starbucks was faced with this challenge. Starbucks, while …
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