Some minor issues

Face it: measurability implies 9 out of 10 short term thinking. I understand the average CMO will choose a solution where his/her own effort will become clear over a solution that’s better for the brand but can’t be measured as a personal intervention.

This is wrong.

We don’t need ego-trippers, we need smart people thinking on the long term, making decisions that will benefit your brand not only now, but especially in 5, 10, 20 years.

The truly great brands made this investments. I’m thinking Apple, Nike, BMW, .. who’s tactical actions most of the time support long term goals: brand image.

Luckily smart people are around, like John Jantsch from Duct Tape Marketing (excellent blog) who approaches this subject by telling us we should planting seeds for the future. John turns this seeds in C’s: content, connection and community. These are the areas marketeers should work on al the time.

Good marketeers know this, and know how to make this their mission in the company.