Trends, issues, and best practices to help senior executives drive business performance.

LATEST ISSUE

In June 2008, we focus on innovation. You'll find an overview of our 2008 Best Practices Study: The Making of World-Class Innovators; an article focused on Open Innovation; and an article from David Aaker on Branding Innovation. Read the Current Newsletter ›

 

PREVIOUS ISSUES

March 2008: Focus on marketing effectiveness. You'll find a preview of Michael Dunn's upcoming book The Marketing Accountability Imperative; an article focused on "test and learn" techniques; and a case study featuring our work with UnitedHealthcare. Read the March 2008 Newsletter ›

December 2007: Focus on customer control. You'll find an article discussing the challenges of connecting with customers without intruding on them in today’s always-on world; a piece which suggests that “quantilitative” research may be the new methodology for gaining customer insights; and Scott Davis helps marketers think about data versus insight. Read the December 2007 Newsletter ›

October 2007: Focus on trends in marketing. You'll find an article from David Aaker on the future of marketing, a piece focused on countering the innovation backlash, and an article about brands that are breaking the rules. Read the October 2007 Newsletter ›

June 2007: Focus on innovation. You'll find an article from David Aaker on branding innovation, a podcast discussing how successful companies use innovation, and results from our 2006-07 State of Marketing Study. Read the June 2007 Newsletter ›

March 2007: Focus on marketing effectiveness. You'll find an interview with Chris Gibson, Chief Marketing Officer of UnitedHealthcare, and additional information and insights.
Read the March 2007 Newsletter ›

December 2006: Focus on brand portfolio strategy and brand extension. You'll find Prophet's point of view on the best and worst brand extensions, a commentary on the launch of the "Very Vera" line of clothing at Kohl's, and Q&A with David Aaker. Read the December 2006 Newsletter ›

October 2006: Focus on the "empowered" CMO. You'll find articles by Michael Dunn and David Aaker, as well as a summary of work with one of our clients, an Empowered CMO with a leading Professional Services company.
Read the October 2006 Newsletter ›

June 2006: Focus on customer experience. This newsletter features a case study of our work with Radisson hotels, David Aaker's perspective on innovation, and additional articles and information. Read the June 2006 Newsletter ›

March 2006: Focus on developing world-class marketing organizations. You'll find articles on building internal relationships, creating the optimal marketing structure, and how to make connections between corporate and business unit marketers.
Read the March 2006 Newsletter ›

December 2005: Focus on insights versus data. You'll find the results of Prophet's 2005 State of Marketing Survey, a podcast from Vice-Chairman David Aaker, and other information on the topic.
Read the December 2005 Newsletter ›

September 2005: Focus on innovation. You'll find articles from Vice-Chairman David Aaker, Senior Partner Mike Leiser, and other relevant information. Read the September 2005 newsletter ›

June 2005: Prophet's perspective on brand portfolio strategy, articles from David Aaker, Kevin O'Donnell, and other information on brand portfolio strategy. Read the June 2005 newsletter ›

April 2005: Interview with UBS's Global Head of Brand Management, David Aaker's perspective on the future of marketing. Read the April 2005 newsletter ›