The combination of overlapping social media networks with passionate and vigilant consumers means that chief marketing officers and chief communications officers are never more than one errant tweet or unflattering video away from a crisis. But while crises generate urgency and headlines, managing a brand today is a 24/7 operation of monitoring, messaging and refinement.
“Cladogenesis” is a term used by evolutionary scientists to describe the relatively sudden division of an existing species into two or more separate lines – thus creating new species – often in response to radical change in the environment.
You can find plenty of digital-savvy executives working in smaller, more entrepreneurial companies, but do they have what it takes to lead your big company’s charge into the digital age? To find out, you must look beyond past experience to assess future potential.
We are currently witnessing a global trend that is redefining the map coordinates to which companies refer for strategic direction: driven by the rapid advance of digital media, a sharp focus on the customer and consumer is emerging as the new linchpin of corporate strategy. As a result, the marketing function is becoming a crucial success factor and the role of Chief Marketing Officer is undergoing fundamental transformation.
What role does marketing play today in insurance companies? How great is its influence and what level of competence has been achieved? To answer these questions Egon Zehnder surveyed thirteen leading insurance companies headquartered in Germany from the end of 2011 to the beginning of 2012.
Chief Marketing Officers are increasingly hired to restructure, reshape, and re-skill their organizations. The study “Renovate to Innovate: Building Performance-Driven Marketing Organizations” by the CMO Council and sponsored by Egon Zehnder...