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Does marketing need a heart?

By on July 29, 2008 in casting responsible, creativity, execution responsible, message responsible, no trust, roi responsible, strategically responsible

There are seven keys to Responsible Marketing. Most would agree the first four keys are necessary just to do marketing right: Strategically responsible – to save time, money and improve focus Execution responsible – with best practices instead of best efforts Casting responsible – so your have the right people in the right roles, internally [...]

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Ad Age Trends for 2008: My take

By on December 27, 2007 in casting responsible, creativity, execution responsible, roi responsible, social networking, socially responsible, strategically responsible

Ad Age released their Trends to Watch in 2008 recently. Here’s a loose summary of the article with my comments in italics. MARKETERS HIT A ROUGH PATCH With growth slowing, fuel prices high and credit tight, marketers will struggle as consumers will reduce spending. This puts marketing responsibility at a premium. Now more than ever, [...]

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Preview the Responsible Marketing book

By on November 20, 2007 in books, casting responsible, environmentally responsible, execution responsible, information overload, message responsible, roi responsible, socially responsible, strategically responsible

Why is marketing ROI is an oxymoron for most companies? “Spend more, get less” just doesn’t pencil. There is a pathway to marketing that delivers results, but it might not be the path you’d expect. Here’s a link to a white paper-length preview of my upcoming book entitled, you guessed it, Responsible Marketing. In it, [...]

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