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New Study Pinpoints Top 5 Priorities for CMOs in 2009

NEW YORK February 17, 2009 — What are CMO priorities for 2009? This question is answered in a new survey of CMOs and senior marketers developed by Verse Group, an independent brand consulting and design firm, in partnership with JupiterResearch (now Forrester Research).

The current economic crisis has forced marketers to review their priorities and find more effective approaches to branding. According to the survey, two major themes have emerged: one, the need for greater accountability; and two, the need for a better method to manage brands across multiple platforms.

The following are the top 5 priorities that CMOs and senior marketers have for 2009:

  1. Achieving measurable ROI on marketing efforts.
  2. Developing marketing programs that integrate online and traditional media.
  3. Translating brand experience across different touchpoints.
  4. Cutting marketing budgets without cutting performance.
  5. Optimizing portfolio of brands.

The study goes on to show that meeting these priorities is nearly impossible with standard brand positioning methods. “Brand positioning is broken. Marketers need a new method of branding that is more accountable, flexible and integrated,” said Randall Ringer, Verse Group co-founder.

“Marketers need a breakthrough method based on a strong narrative with engaging metaphors,” said Michael Thibodeau, Verse Group co-founder.