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NO REST FOR BRANDS; Why CEOs equate building brands with building business.

Publication: Advertising Age
Publication Date: 01-MAY-06 		Format: Online
Delivery: Immediate Online Access
Full Article Title: NO REST FOR BRANDS; Why CEOs equate building brands with building business.(Point)(brand-building)

Article Excerpt
Byline: Robert Liodice

It's an extraordinary time to be a marketer. In fact, it's hard to recall a period when so many aspects of this business were changing so rapidly and fundamentally. The immense power of technology is the key driver of this transformation, and it has shaken the foundations of the marketing discipline in several distinct and profound ways.

Technology has put the consumer in control, powered a vast array of new-media alternatives, changed how brands are managed and built and completely altered the measurement platform.

These changes are forcing chief marketing officers to make tough choices about how their marketing dollars are spent. Coupled with tighter corporate governance and transparency requirements and a much shorter window of time to prove success to top management and shareholders, it's no wonder that the average CMO's tenure is just 23 months. Without a doubt, the corporate scrutiny that has been focused on every other function within the enterprise is now at marketing's doorstep....

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