Vulcans, Earthlings and Marketing ROI
Getting Finance, Marketing and Advertising onto the Same Planet
Paper 174 pp.
Online discount: 25%
Co-published with the Institute of Communication Agencies
Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It’s a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI deals with a more pragmatic aspect: the accountability behind the question “Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?”
In Part 1 the authors establish that finance, marketing, and advertising share common ground in the value of brands. Part 2 reviews the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Part 3 outlines what it takes to build an accountability culture and profiles some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.
David Rutherford is a consultant, specializing in marketing, advertising, and business writing. He is also the long-standing editor for the CASSIES, the annual awards show for advertising that proves business-building effectiveness via a rigorous written case. Rutherford also wrote the ICA guide to Client-Agency Evaluation, and is editor and contributing author for the ICA book Excellence in Brand Communication.
Jonathan Knowles runs two brand consulting firms—Structured Intuition (based in Toronto) and Type 2 Consulting (based in New York). He is co-author of the ICA report “Measuring and Valuing Brand Equity”, and his articles on the role of brand in business have appeared in the Harvard Business Review, Sloan Management Review, and The Wall Street Journal.
“This is a refreshing, often witty, and bang up-to-date review of what could have been a very dull subject! It breaks the key issues into bite-sized chunks so that you can open this book at any page and learn something. The authors draw from a broad range of highly respected sourcesand skillfully blend academic substance with good marketing common sense.”
— Leslie Butterfield, founder of BDDH, a leading UK advertising agency; author/editor of AdValue and Excellence in Advertising
“A book for thought leaders. Marketer-friendly and Finance-credible (a very rare combination) with significant managerial implications for marketing, customer value and shareholder value. The logic is strong and compelling. And the writing is a breath of fresh air.”
— Richard Ettenson, Professor of Global Marketing, Thunderbird School of Global Management
“Superb! A must read for anyone who aspires to be a great marketer and every CEO who wants to be truly successful. The book illustrates how brand building investment can drive both short-term results and superior long-term shareholder returns.”
— Stephen Graham, EVP Corporate Marketing and Convergence Officer, Rogers Communication (#1-ranked global marketer by Advertising Age)