| |
 

CMO Perspective: The Brand Equity Challenge

January 3, 2008

The man who headed strategy and business development for the Foster's Group, Neville Fielke globally provides a hands-on guide to rebuilding brand focus. A perfect world, says Fielke, is where business strategy and marketing strategy are one. His ideal marketer is a combination of a left-brain and a right-brain thinker: an individual equally comfortable considering "the big idea" and a P&L sheet — someone who is entrepreneurial and creative, yet analytical and objective. Fielke wants people who combine passion and objectivity with an ability to integrate, mobilize, and be conceptual; this, he emphasizes, demands a new level of diversity in the modern marketer.

Members Only Content

This content is available to ANA Members only. Please login below or create an account.

You may already be a member. Find out if your company is already an ANA member.

User Name (email):
Password:

Recent ANA Magazine

Mar 1, 2015
#ANALOG

Mar 1, 2015
Delivering Maximum Impact

Mar 1, 2015
Fraudsters, Liars, and Cheats

Mar 1, 2015
The Case for Training

Mar 1, 2015
Wearable Tech

Feb 15, 2015
Feeling the Pulse

See full index for ANA Magazine