UPS ditched its CMO. And, UPS eliminated the CMO role completely. While it is true that marketing does not solve every organizational problem, it is also true that the CMO role, when executed properly, is a necessity.
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Larry Light, Author at Branding Strategy Insider - Page 4 of 30
Local continues to be a driver for customers. Grocery stores like Publix and Whole Foods label items that are locally produced. Farmers’ markets are a draw for shoppers wanting produce that have not accrued a lot of air mileage. Craft fairs and art shows emphasize local creativity and talent.
Marketing has some important evergreen principles. One principle is this: just because a brand-business is customer-focused does not mean that customers come first. Customers come second. Customer-focused employees come first.
Based on the business press, you might believe that subscription services are booming. And, for many subscription services, there is an upward trend. Netflix is doing well. Amazon Prime is doing well.
A theme of recent business press writing is brand-business turnarounds. For example, Barron’s, the financial newspaper, points to the successful turnaround at clothing retailer Abercrombie & Fitch. The Wall Street Journal reports on the underway turnaround at VF’s Vans, the sneaker brand-business.