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The average tenure of a CMO is alarmingly short—just 42 months as of 2011. In
Fact-Based Branding in the Real World, Dr. Wulfsberg suggests three possible reasons for such high turnover:
An inability to measure the financial return of marketing/branding initiatives
A lack of familiarity with robust marketing and brand research techniques
Limitations in the information that CMOs receive from their research professionals
According to CMOs, the single most important yardstick for gauging marketing success is the return on investment (ROI) for marketing initiatives. While this can be difficult to determine, Dr. Wulfsberg examines models for computing ROI and offers an effective method for predicting it in advance of implementation.
Research suggests that 20 percent of all CMOs are not using research at all in their jobs—a startling percentage. The key issue: a lack of familiarity with fact-based research. Not surprisingly, this can be a major barrier to professional success.
Fact-Based Branding in the Real World recommends how brand executives can get the most out of the research they commission and helps them determine whether it is sound—without having to become a statistician. It also proposes solutions to overcoming the inevitable problems that arise with data in the real world, and methods of effectively communicating with research professionals. It teaches CMOs and brand managers how to utilize brand research, including both acquisition and retention components.
The principles, tools and methods Dr. Wulfsberg offers in
Fact-Based Branding in the Real World will enable executives to optimize brand positioning and brand architecture, design better customer experiences and harness the power of simplicity in branding.
So why should CEOs and brand managers embrace fact-based branding? According to Dr. Wulfsberg, it:
Builds consensus within your organization
Could add years, if not decades, to your tenure as CMO
Differentiates between opportunities and dead ends
Contributes to building more persuasive brand communications
Integrates the voice of the customer (and prospective new consumer) into your marketing and communications practices
Provides concrete metrics for evaluating the effectiveness of brand-building initiatives
Greatly enhances efficiency
Elevates brand and communications to a vital role within the organization
Helps you talk to other executives using their language
Martin Gierke, Senior Manager, Corporation Reputation at The Boeing Company, says, "In his own unique and wonderfully reasoned manner, Dr. Wulfsberg takes us on an important journey toward smarter brand building. His thoughtful balance of the art and science of brand analytics is testament to his personal passion for both the rational and emotional realities that impact brand decision-making today. There is no question that tomorrow's most powerful brands will have benefited from his thinking."
About the bookTitle: Fact-Based Branding in the Real World: A Simple Survival Guide for CMOs and Brand ManagersAuthor: Dr. Rolf M. WulfsbergHardcover ISBN: 978-0-9885555-0-1Hardcover price: $49.99E-book ISBN: 978-0-9885555-1-8E-book price: $19.99On sale date: January 8, 2013About Dr. Rolf M. WulfsbergDr. Rolf M. Wulfsberg is Global Director, Quantitative Research at Siegel+Gale, a global brand experience company. Over a career that has spanned more than 40 years at top-tier branding firms and government agencies, Dr. Wulfsberg has constructed complex statistical models of how people make decisions, and tested brand strategies, names and logos for more than 200 organizations around the world. He takes pride in communicating methods and results in terms that non-statisticians can understand and appreciate. Dr. Wulfsberg holds a PhD and an MA in statistics from American University in Washington, DC, and a BA (summa cum laude) from Luther College in mathematics and economics. He is a former Rhodes candidate, Woodrow Wilson scholar and NCAA Postgraduate Fellow. About Siegel+Gale Siegel+Gale ( www.siegelgale.com ) is the simplicity company. We seek it, defend it and embrace it in everything we do to help brands reach their true potential. Simplicity is the centerpiece of the strategies we develop that reveal the unique truths of an organization, the engaging stories we create that connect brands with their audiences and the meaningful experiences we deliver that are both unexpectedly fresh and remarkably clear. Since 1969, Siegel+Gale has championed simplicity for leading corporations, nonprofits and government organizations worldwide. We have offices in New York, Los Angeles, San Francisco, London, Hamburg, Riyadh, Dubai, Shanghai and Beijing, but we're willing to fly just about anywhere. We're also not alone. As part of Diversified Agency Services, a division of Omnicom Group Inc., we have strong partners all around the world. About Diversified Agency ServicesDiversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.About Omnicom Group Inc. Omnicom Group Inc. is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.