More marketing ROI: Kill off "branding"

One organizational tweak might work here.

Marketing ROI can be a little suspect. If someone buys a pair of NIKEs, did they buy the NIKEs because of Michael Jordan? Because of cost? Because of some other connection to the brand? Do they even know or see NIKE marketing as they move through TV and digital channels in a day? Because we never know exactly for sure -- even in an era of better targeti…