CMO.com

To reach the fragmented customer, marketers must apply an integrated approach. As an industry, we should dispel notions that social marketing and it’s subsequent tools should operate in a silo, but instead sit horizontally in the marketing organization as they impact so many different forms of marketing tactics, approaches, and mindsets.

Popeyes Louisiana Kitchen CMO Richard Lynch discusses the brand's latest coup, the importance of staying the course and who that Popeyes Twitterer really is.

No matter how well you train personnel, no matter how fervently you monitor all the processes that go into molding a differentiated brand experience, it's almost impossible to guarantee perfect delivery. So it only makes sense that companies are looking at new and clever ways, including experiential branding, to help consumers understand what makes one brand better than another.

CMOs have been up against many challenges before. Today we are still in the midst of a recession with more consumers saving or paying off debt rather than spending, but that's not enough to constitute a "new reality."