North America vs. EU Brand Management
9th May 2006 by Suzanne Salvo
According to a Booz Allen-Wolff Olin study based on interviews with Europe’s Top 500 companies, 90% of these successful concerns are convinced that brand orientation is a key factor in their success. Ninety percent? I wonder if NA companies are that brand savvy.
Interesting factoid: Unlike NA, Senior management, not marketing departments, guide brand management in Europe’s most successful companies. Would that work in NA? Or is it already happening?
May 19th, 2006 at 11:56 am
Suzanne, this is a fascinating article. I think the issue is not NA companies versus European companies as much as those who are willing and able to manage and measure their brands versus those who are not.
We all know the sorry stats about CMOs who don’t last long in their jobs. This article seems to imply that short-timers are gone fast because they resist measurement, which is critical to brand management. Maybe that’s why senior management–not marketing–takes over. If so, marketers are really missing an opportunity to get involved in developing strategy.
Thanks for bringing this study to our attention.
May 22nd, 2006 at 5:14 am
Is anybody aware of such a study being conducted in The States?