CMO quests to make their mark on the brand – and the industry – can leave consumers as the last consideration. In today’s innovation-obsessed business culture, this can often lead to trashing distinctive brand assets that have earned much brand equity in consumers hearts and minds. Communicus CEO Jeri Smith writes for the Observer on why the most successful marketers have always found a way to maximize a brand’s heritage – and how others can emulate their success.
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Cross-Platform Campaign Best Practices » GE and Coca-Cola CMOs Prove “Innovation” Isn’t Always the Key to Marketing Success
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