Positioning
Last Friday the New York Times' business section featured an article about states and municipalities that are raising sorely needed revenue by placing advertising on public buildings, school buses, bus terminals, and yes, prison holding areas. Better yet, public and private schools alike are placing ads in cafeterias for Ring Dings and Yodels in an era that recognizes that organic, low-fat, and vegan is a better, and healthier way forward. So what's the organizational angle? Today's chief marketing officer must be forward-thinking, nimble and capable of navigating digital media with advertising on good old yellow school buses. Just imagine: a glorious and colorful advertisement for a Princess Line Cruise on the wall in Al Capone's Alcatraz cell!

Tony LoPinto is a senior client partner and head of Korn//Ferry International’s Real Estate Practice and founder of SelectLeaders. The views expressed in this article are the author’s own.

PALMER CAPITAL INC.
Capital Markets Partner
(SACRAMENTO) The candidate will be responsible for underwriting, marketing, structuring debt and equity, and the management of client relationships; among other duties.