Subject: "Prediction is very difficult, especially about the future"

From: Chief Marketer <[email-masked]>
Date: Tue, 14 Nov 2006 11:18:43 UT

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November 13, 2006 | A Prism Business Media Publication

TABLE OF CONTENTS

Seven Brand and Marketing Trends for 2007
COLLOQUY Corner: The Philosophy of Rewards
Hispanic Online Best Practices: Integrated Marketing and Operations
Good for the Waistline, Good for Your Business
Truth, Authenticity, and the Brand

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Seven Brand and Marketing Trends for 2007
More branded entertainment. Media planning that's more focused on touch points than on media channels. A greater reliance on consumer-generated content. Those are just three of the trends that Robert Passikoff, Ph.D., founder/president of Brand Keys, sees looming large next year. For the rest of his list, and what these trends will mean to your business, visit www.ChiefMarketer.com.

COLLOQUY Corner: The Philosophy of Rewards
Sometimes loyalty programs fail for the simplest of reasons: They offer rewards that members find underwhelming. The good news is that offering exciting, "wow"-generating rewards with a high perceived value doesn't have to erode your bottom line. In the latest in his series on loyalty marketing, COLLOQUY's Rick Ferguson explains how to provide high-impact, effective rewards without breaking your budget. Head to www.ChiefMarketer.com to see for yourself.

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Hispanic Online Best Practices: Integrated Marketing and Operations
For the most part, Hispanics in the U.S. consume both English-language and Spanish-language media. "They do not live in a media vacuum, and neither should a Hispanic online initiative," says Captura Group cofounder Lee Vann. "Hispanic online programs are interconnected with offline initiatives such as Hispanic advertising and online initiatives such as a general-market Website."

In the latest article for CHIEF MARKETER in his series on best practices for marketing to HIspanics online, Vann provides examples of effective integrated marketing. Click here to learn more.

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Good for the Waistline, Good for Your Business
For many Americans, maintaining a healthy weight is a tricky proposition. For businesses in the weight-management sector, producing consistent results is tricky as well. Many consumers of weight-management products want only a quick fix or immediate results.

Carol Davies of marketing consultancy Fletcher Knight offers sound advice for companies trying to thrive in the volatile marketplace. You can read her suggestions at www.ChiefMarketer.com.

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Truth, Authenticity, and the Brand
Brand authenticity, says CoreBrand's Patrick Ohlin, is "the result of continuous, clear, and consistent efforts to deliver truth in every touch point." And a key part of those efforts, he continues, is the continual process of sustaining relevancy by 1) being honest with yourself; 2) demonstrating goodwill to others; and 3) remaining committed to market needs and delivering value. To read how these concepts tie together, click here.

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