ITA CFO Roundtable02.17.09
Making Marketing Making Marketing Effective and Effective and AccountableAccountable
Jeff MolanderJeff Molander
[email protected]@jeffmolander.comtwitter.com/jeffreymolandertwitter.com/jeffreymolander
Should we approach
branding differently?
How might we better use
Internet?
“a flaw in the model... that defines how the world works”
Rule # 1Rule # 1
Brand is behavior
Doing is the new thinking
RuleRule # 2 # 2
It takes a company
Rule # 3Rule # 3
Need is the new want
Tell the truth
New RulesNew Rules
1. Brand is Behavior2. It Takes a Company3. Need is the New Want
Evolve Faster
New Value: Experience
Business advisors
Not reporters
Clear goalsSanctioned priorities
Actionable insights
Rule # 4Rule # 4
Re-define search
Act on intent
Rule # 5Rule # 5
Marketers are the new
publishers
NewNew RulesRules
1. Brand is Behavior2. It Takes a Company3. Need is the New Want4. Re-define Search5. Marketers: The new Publishers
ITA CFO Roundtable02.17.09
Making Marketing Making Marketing Effective and Effective and AccountableAccountable
Jeff MolanderJeff Molander
[email protected]@jeffmolander.comtwitter.com/jeffreymolandertwitter.com/jeffreymolander
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