Bridging the Gap between the CMO and the CIO – Roles and Ways of Collaborating in Times of Digital Darwinism

As part of our continuing research on marketing transformation in the digital age, we set out this year to study the changing relationship between CMOs and CIOs.

We’ve all heard of the CMO-CIO collaboration, but we wanted to dig deeper and understand how together they can together drive the digital transformation of their companies. To do so, Vivaldi Partners interviewed 30 Marketing and IT/Operations executives of leading companies across some of the most important industries within Germany, Austria and Switzerland.

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Luxury Branding in a New Brand World

I love luxury. I really do. Luxury has always been for me a sector where branding and innovation is at its best. So, when I was recently asked to be on a luxury branding panel, I did not hesitate.

Having to serve on a panel helps me to organize my thoughts about something, I thought. I spoke with Chuck Kent who expertly moderated the Branding Roundtable panel for the Branding Magazine. Today, I got the summaries and I have to say that Chuck has put together some really good ideas, insights, thoughts about branding and innovation in luxury. Sadly, I have to say that the best thoughts and ideas come from my fellow panelists, Sofie Maxwell, Futures Director at Pearl Fisher, and Tom Adams, Global Head of Strategy at FutureBrand Worldwide, see the roundtable discussion here.  Thank you to my fellow panelists!

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The Flight of the Bumble Bee: Marketing in the Age of Micro-Moments

Marketers have tried to conceptualize how consumers behave and how they search for information, shop, and make decisions. Academics have researched the behavior of consumers for decades and called it the consumer decision-making process or consumer purchase process.

In practice or in the real world, the dominant models have been the marketing funnel or brand funnel that models consumer behavior following a simple, linear and logical progression from awareness, consideration to purchase to loyalty or advocacy.

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The Week’s Top Articles in Business & Brands

“Global connections” was the theme of the week, with a reminder from the financial markets of how dependent we are of each other. In arenas both commercial and political, to connect or not to connect seemed to be the question: McKinsey shared five keys to connect with China’s wired consumers, while India turned off mobile internet for 63 million citizens amid protests in Ahmedabad. And this Economist article shared that Chinese social media users felt snubbed for not being targeted by BMW.

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The Week’s Top Articles in Business & Brands

Each week, the Vivaldi team curates top stories from around the web, looking for the biggest headlines in business, and the most insightful opinions about brands. In our weekly roundup, you’ll find everything you need to keep up with what’s going down in the world of marketing.

In a world where companies can go belly-up in a moment, where HTC is now essentially nonexistent and where you need a sophisticated guide to understand the virtual reality market, it’s fascinating to take a look at the industries keeping pace. This week, McDonald’s plays catch up to Shake Shack and unveils its restaurant of the future, Google restructures in order to grow faster, Target listens and responds to customers to make a cultural difference, NBCUniversal invests in a hot media publication and Sesame Street finds a new neighborhood (where the letters of the day are often H, B and O).

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