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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... .

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If you're able to just snap your fingers and make work appear on command, more power to you. If not, and you ever find yourself having to do some sales, what follows are some musings from a business development department about preparation, organization, getting and staying in touch, and keeping it all going... .

CONTENT TYPE: Article | TOPIC: Social Media Marketing

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Silvia Lagnado, new group vice-president at London-based Unilever, embodies marketing championship—in particular, the ability to "span silos" by building bridges between marketing and her company's many other functions to generate cash flow. Silvia heads a team devoted to "brand development," including conceptualizing new products and creating advertisements, packaging, and marketing strategies. Here, Roy Young uncovers what makes her a "marketing champion."

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Take the time to ensure you have a well-thought-out, fully developed marketing strategy. It may require more work upfront, but it will pay off in the long run. After all, about the only thing worse than not knowing where you're going is starting out for your destination, only to find out later that it's not really where you want to go.

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Innovation seems so unmanageable—more akin to the artist searching for a muse than a business process. We dive into the "fuzzy front-end" of product development hoping that by talking to customers or anticipating trends we will find that source of inspiration, that flash of insight. Here's a different suggestion: Break a rule! Do something that disrupts a fundamental tenet of your market or industry.

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This week, readers offer ways to sift through executive-level advice and keep potential Web design meddlers in check.

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Since marketers first entered the boardroom as CMOs, companies have recognized the strategic value of marketing. Often, sadly, that recognition has not been translated into quantifiable business success. But there is a way to magnify the strategic value of marketing and simplify marketers' jobs in the process. All it requires is that marketing take an early and active role in defining the company's product portfolio.

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In today's workforce, employees who are Spanish speakers give companies a competitive advantage. Smart companies do not put the cart before the horse: They build an infrastructure of Hispanic employees before advertising to Hispanic market segments.

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B2B events are incredibly efficient. Your clients and prospects gather there... in growing numbers. Plus, events like these blend face-to-face selling and broadcast-style marketing, giving you a shot at the best of both worlds. Provided you're smart. And, provided you can overcome the professionals' legendary reluctance to be, well, social. What do you do, then, to get the most out of these opportunities? How do your overcome your introversion? Or, at least mitigate its effect?