Vol. 4 , No. 5     February 3, 2004


In this Newsletter:

  1. Making Marketing Matter to the CEO: An Interview with Burson-Marsteller’s Dr. Leslie Gaines-Ross
  2. SWOT Team: So Which 50% of Advertising Works?
  3. Can Harley’s Secret Weapon Revitalize Your Marketing?
  4. Why Brand When Positioning Will Do?
  5. Seven Launch Tactics for 2004
  6. How to Make Print Ads Work
  7. Writing a Personal Value Proposition That Sells


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Roy Young
Making Marketing Matter to the CEO: An Interview with Burson-Marsteller’s Dr. Leslie Gaines-Ross

How do CEOs view marketing? And why is it that so few CEOs hail from a marketing background?

Dr. Leslie Gaines-Ross, an executive at the global communications consultancy Burson-Marsteller and the chief architect behind landmark CEO and corporate reputation research, talks about where marketing fits in the leadership agenda of the CEO. She also shares what marketers can do to have influence at the very highest levels of an organization.

Get the full story.


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Bailey and Hank Stroll
SWOT Team: So Which 50% of Advertising Works?

"Half of all my advertising is wasted. I just don’t know which half!” Is this statement still true in this age? With Internet technology, are we any closer to knowing which of our advertising is effective and which is not? Join the conversation!

Also this week: How can we measure the effectiveness of a Web site?

Get the full story.

Sean D’Souza
Can Harley’s Secret Weapon Revitalize Your Marketing?

How did Harley turn its bike business around from a sleepy brand to hot commodity? Was it a huge advertising budget? A concentrated PR blitz?

No, it was something much more powerful.

Get the full story.


A Note to Readers

CEOs, Hogs & Blogs

Greetings, discerning readers!

There’s lots of great stuff inside this week. One of the best is right up top. It’s a Q&A with Burson-Marsteller’s Dr. Leslie Gaines-Ross, in which our own Roy Young asks: why is it that so few CEOs hail from a marketing background, and what are the implications for Marketing’s getting the key to the executive washroom? It’s a question I’ve often wondered about, too, and Gaines-Ross gives her eloquent take on the matter.

On a totally different topic, longtime contributor Sean D’Souza of sunny New Zealand takes a look at Harley-Davidson, Inc. An interesting strategy has revved up Harley’s revenue incredibly. Put another way (as Sean does), the Hogs have really brought home the bacon for Harley.

So take a look, and tell me what you think. As always, your feedback is both welcome and encouraged.

Until next time,

Ann Handley

P.S.: In one of the discussion lists I’m on, one lister wondered, “Hold on here. What’s the difference between blogs and RSS?” Both technologies are growing in the marketing mindshare, and if you need a quick primer, try this on for size: the aptly named “What’s the Difference Between RSS and Blogs?” The piece is written by my new friend Bob Stepno, who writes about journalism and with whom, as it turns out, I share some history. (Bob taught at Boston’s Emerson College, a school I briefly attended in another life.) So check Bob’s article out. It’s well done, to the point and (best of all) informative.


Last Issue's Top 5

  1. A Final Word on Positioning
  2. Designing Online Forms: Eight Simple Tips
  3. Enter the Marketing Meatrix
  4. Is Your Company CAN-SPAM Compliant?
  5. SWOT Team: The Hope, Glory and Folly of CRM
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Rob Gelphman
Why Brand When Positioning Will Do?

What often goes wrong with marketing campaigns can be traced to a disconnect between branding and positioning. Too many VPs of marketing, their product managers and their CEOs pursue a branding campaign when it is positioning that is required.

Get the full story.

Sue Duris
Seven Launch Tactics for 2004

It’s Friday at 4:45 pm, and your CEO says, “We need to release this product next month.”

Don't panic. Instead, rely on these tactics for your next product launch.

Get the full story.


Use Web Analytics help improve your online brand

Opinions are formed by the online experience, so pay attention to the image your web properties portray. To learn more,
attend our Online Brand Webinar Series

Max Sutherland
How to Make Print Ads Work

It takes something special to make your ad cut through the clutter—to make people stop scanning and pay attention.

Get the full story.

Robyn Haydon
Writing a Personal Value Proposition That Sells

In many areas of life, effective self-promotion is essential. It’s particularly critical when you are looking for a new job or seeking to attract new clients.

The good news is that by actively managing the way you represent your skills and your achievements, you can boost your chances of getting ahead.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


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