Comments on Note to CMO:: Note to CMO: On Being the Chief Sell-Through Offic...

"Sell through is the ultimate barometer of brand h...

2006-11-14T08:01:00.000-08:00

"Sell through is the ultimate barometer of brand health. It is the bell weather of real customer satisfaction."

Well said, as usual...why didn't this air yesterday? I could have promoted it over at the Daily Fix!

Regardless, in my comments over at my post I promoted your current article. Do place a comment there and promote this (it's OK to promote work when it's relevant). I'd love for readers to see this great thinking.

And I'm waiting to hear back from you on packaging these pieces--they're too good not to circulate you smartie.

Michelle, I can't argue with anything you've said ...

2006-11-09T13:49:00.000-08:00

Michelle, I can't argue with anything you've said (not that I would anyway, being a non-combatative sort)...

I guess a Chief Instigator is a pretty good title to have... I said in an earlier post that 'terrorists get fired, but every company needs a revolutionary', or words to that effect, so Instigator is a good place to start. Would Chief Agitator be as good? Probably not.

Making your public need your product is a good mantra -- let's hope her new 'brand addicts' share with others.

Thanks for the comment!

I had to laugh... try telling your mother that "ac...

2006-11-09T13:37:00.000-08:00

I had to laugh... try telling your mother that "account planner" doesn't have anything to do with actually planning something.

I heard a CMO refer to herself as "Chief Instigator" and I really love that. The job is about making us absolutely need the product of their company. Since it's a rare brand that we absolutely NEED, great CMOs are visionaries who incite consumer demand.

Or, for mom, CMOs are the guys who make products essential.

Michelle Edelman is director of account planning at NYCA, for clients like TaylorMade Golf, San Diego Convention and Visitors Bureau, ViewSonic Corp., Kyocera Wireless, DIRECTV, Penta Water, and others. To find out how NYCA can grow your business, log on to www.nyca.com.