How the Tennessee whiskey in the square bottle, became a global megabrand without losing its small-town authenticity.
Formerly the head of Procter & Gamble's $8 billion advertising operation, Jim Stengel -- the ultimate marketing guru -- is bringing a new message to the masses. In his upcoming book, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies, Stengel, in conjunction with Millward Brown Optimor and the UCLA Anderson School MOREDec 8, 2011 5:00 AM ET
Vying for a customer's mental space is becoming an increasingly crowded rat race. So perhaps the best branding strategy may be to opt out of advertising altogether. By Shelley DuBoisSep 22, 2011 1:53 PM ET
Three new books explain how to swipe market share from rivals, why some brands stand out, and the sneaky tricks great marketers use. By Anne FisherSep 19, 2011 10:07 AM ET
Technological change and profit-minded CEOs call for risk-taking marketing chieftains.
FORTUNE -- Talk about a tough gig: The average tenure of a chief marketing officer -- the corporate executive charged with branding, communications, and other activities -- is less than four years, in large part because of the increasing complexity of the job, says executive search firm Spencer Stuart.
Yet that complexity, fueled by new technologies such as social networks, is exactly MOREJessica Shambora, Writer-Reporter - Aug 8, 2011 5:00 AM ET
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