Comments on: North America vs. EU Brand Management http://commons.iabc.com/branding/2006/05/09/north-america-vs-eu-brand-management/ A Blog Community for Business Communicators Wed, 07 Jan 2009 22:59:08 +0000 http://wordpress.org/?v=2.5.1 By: Suzanne Salvo http://commons.iabc.com/branding/2006/05/09/north-america-vs-eu-brand-management/#comment-270 Suzanne Salvo Mon, 22 May 2006 13:14:27 +0000 http://commons.iabc.com/branding/2006/05/09/north-america-vs-eu-brand-management/#comment-270 Is anybody aware of such a study being conducted in The States? Is anybody aware of such a study being conducted in The States?

]]> By: Merry Elrick http://commons.iabc.com/branding/2006/05/09/north-america-vs-eu-brand-management/#comment-227 Merry Elrick Fri, 19 May 2006 19:56:49 +0000 http://commons.iabc.com/branding/2006/05/09/north-america-vs-eu-brand-management/#comment-227 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. 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.

]]>