Liodice's 12 successful habits of marketing excellence

Geoffrey Precourt

"Not everything works perfectly," admits Bob Liodice, President/CEO of the Association of National Advertisers (ANA). Even in an ecosystem supported by data and insights unimagined just a decade ago, marketing remains every bit as much a delicate qualitative art as much as a discipline anchored in quantitative science.

"We're an industry very much attracted to shiny objects and fleeting messages. But there's one thing that continues to endure - and that's the brand. And brands wouldn't be brands without great marketing. And brand marketing isn't great unless it produces results."

Positive results, he continued, translate directly into growth: "When we build brands, we make lots of people happy. When we have growth, our consumers are happy, our shareholders are happy, and your internal officers are happy.