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.