Full disclosure ... I'm writing this before the Super Bowl. So, chances are that by the time you read this, you've already consumed countless analyses on which of the $3 million, 30-second TV spots aired during the big game on Sunday were most compelling, funny, recalled, breakthrough, profligate and, on the other end of the spectrum ... actually effective at building the brands that invested in them.

After almost seven and a half years as VP-corporate marketing, research and brand development for Conde Nast's Golf Digest Publications, current national Marketing Research Association President Jon Last has launched

OUT OF CONTROL Consumers have taken over your marketing. How to Deal? "[Views into our audience have become more pervasive in our activities], whether it's investing more seriously as we have in the development of our Web site...