Insights by Chiaki Nishino:

How Financial Services Marketers Should Deal With Crisis of Confidence [PDF]
By Chiaki Nishino and Fred Geyer

As the global financial meltdown spreads, it’s clear that financial brands have been profoundly damaged by a crisis of confidence among their stakeholders. Brands that until a few weeks ago were pillars of the community are today widely distrusted.  Marketing leaders didn’t get financial institutions into this mess. But they will be instrumental in repairing the damage.

Tough Times Increase Pressure To Meet the Marketing Effectiveness Imperative [PDF]
By Chiaki Nishino and Jay Milliken

Jay Milliken and Chiaki Nishino expose the notion of marketing effectiveness in times of recession, placing particular emphasis on Test and Learn.