I just read the article “Achieving Accountable Marketing: Six Critical Value Levers Must Be Pulled” by Michael Dunn on brandchannel.com. The article outlines six basic marketing considerations that should be revisited on an ongoing basis— strategy, content, marketing vehicles, investment levels, in-market execution and fixed cost management. While these are certainly not new concepts, it is important to keep these factors in mind as situations change and new opportunities emerge.
Brandchannel.com is a good resource for anyone interested in marketing/branding. You might check out this month’s debate forum to read reactions to “How will Twitter affect Brands?” as you consider new ways of keeping customers engaged.