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"You're doing what?" was the astounded reaction the author received from colleagues when she decided to leave a decade-long marketing position and take a new job in another industry. She was doing the unthinkable, and not at the early stage of her career but right in the middle—just when most marketing professionals get very comfortable. Why did she jump? And how do you know if and when it's time for a similar change?

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Most people who ask "What do you do?" aren't signing up for the lecture, so don't give it to them.

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Here's a challenge to you: What is your company like? What metaphors would you use to describe your organization? And: what would your colleagues say?

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Wendy White recently came from Intel to serve as Motorola's director of global technology for marketing and communications. She heads up marketing for all R&D, software, and early-stage technology incubation, and what's more, embodies the new-product-development breed of marketing champions. Here, White talks with Roy Young about the challenges and rewards of her role as well as the larger issue of how she "markets marketing" within Motorola.

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The ultimate goal of any marketing campaign is to create brand loyalty. You want customers to remain loyal to you no matter what price your competitors offer them, no matter what product substitutes they offer, no matter what services they offer. But what if a customer's experience wtih your organization is less than shining? Here's how to handle that, too.

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Cheryl Keener, recently named senior director of customer development at Sunnyvale, CA-based Network Appliance, leads her company's "Evidence to Win" program. In part, the program is designed to cultivate positive relationships with major customers by documenting the success stories that customers tell as a result of using NetApp's products. Here, Keener talks with Roy Young about the development, use and context of her program as well as discusses the larger issue of being a "marketing champion" inside her organization.

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Marketing departments perform many tasks throughout the year: hiring good talent, keeping quality employees, choosing the right communications strategy, improving ROI, and generating higher quality leads for Sales. But with increasing competition and diminishing budgets, achieving these goals is becoming increasingly difficult. Fortunately, there is a crucial step that marketing departments can take to have a positive impact on the outcome of their initiatives for the year: deploying an effective lead-management process.

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What does it really take to cement brand loyalty? In addition to time, patience, commitment, and sound brand management, what else can marketing executives do to build and maintain brand loyalty? Especially in an age when the consumer has so many choices—too many choices—in an increasingly global marketplace?

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This week: When you aren't ready to send a product out to pasture, how do you reinvigorate it? How can a company reposition its brand and increase sales?

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A few weeks ago the author penned a popular article here on how negative thoughts can sabotage your writing. This week, she looks at the mirror image of the topic. Read on to find out how this look at the "flip side" can help you write faster and better.

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To be successful today, you must have a clear and compelling online identity. People are googling you and making decisions about you from what Google reveals. Whether you are an employee looking to advance in your company, a professional seeking your next marketing role, or a consultant looking to land your ideal client, you should plan on being googled. And you should prepare for it.

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How did the NBA overcome the 1999 retirement of Michael Jordan and a variety of black eyes that might have doomed a lesser brand? It launched and supported a new product—one by the name of LeBron James. The NBA's resurgence is a classic example of the power of a new product. But we're getting ahead of ourselves; the story begins with the bad old days, and it ends with some takeaways you can apply to your own brand.

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Overall, big brands typically screw up search in two big ways, and Nike is no different... .

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It may be bold. It may be controversial. But the author is convinced the following will prove true: Without customer-centricity, or a role in gathering and interpreting the voice of the customer, marketing will become nothing more than the execution arm of companies. There are signs of this everywhere....

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Next year will bring major shifts in beauty, especially organics, and fashion as consumers take more control over all aspects of their harried lives. Interestingly, growth will come from non-traditional sources... .

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You can do Hollywood tie-ins right. It just takes nerves of steel, the ability to say no to a lot of very charming people, and a ton of planning. But you will live to fight another day if you follow this prescription... .