I read with disbelief questions swirling amongst C-level execs and trade magazines such as Advertising Age asking if the CMO or marketing department should be held responsible for company performance. DOH! Are we now trying to dumb down marketing and advertising even more - lowering the bar to the point that no one has to accept responsibility for one's actions?I believe that the life expectancy of today's CMO is less than 24 months because they've lost the art of finding product-based strategic solutions in favor of implementing a new media SEM, social or behavioral targeting fix. So here's the test. I don't want to know what the answer is, or what you think the answer is: I want to know how you'd go about finding an answer to the following problem.
YOU WAKE UP TODAY AS THE CMO OF KOHLER and/or PROCTER & GAMBLE'S CHARMIN BRAND. You find that due to exhausted water supplies, American's can no longer use toilet bowls and tanks in their homes. This is not a temporary conservation condition. It is now permanent. To keep your company afloat (Kohler) and your brand alive (Charmin) what steps would you take to learn what to offer consumers as alternatives in personal hygiene? Remember, they use their left hands in certain parts of Asia and Mrs. Bidet has already been introduced. Neither are suitable solutions so licensing is out.
What steps would you take, what processes would you employ to learn what consumers want before they are able to articulate the need?
Posts
