The position of chief marketing officer isn't as secure as it used to be. Until a few years ago, marketers took for granted their safe place within the firm. But like the products they sell, today's managers must demonstrate their value by building loyalty and satisfaction--or else.

Mounting pressure on brand marketers produced some desperate acts in 2004. Remember Janet Jackson's "wardrobe malfunction" or the Quiznos Sponge-Monkeys? In an environment where capitalist-driven modernity creates enough clutter to drown out even the most carefully crafted messages, it is tempting to look for any gimmick that can break through. However, this year's top marketers will be those who come up with real brand-building ingenuity and put last year's antics behind them.

To be successful, businesses must address the serious challenges of the present marketing era. First, the fragmented media landscape has made it harder for ad messages to break through, much less stick. Next, weary consumers are tiring of brands that make false promises or don't measure up--just think of the Atkins craze, for example. Finally, our overscheduled, attention-deficit society is cutting back on leisure time, further reducing the opportunities for a sales pitch. Yet with ingenuity, flexibility and guts, this year's marketing executives can overcome these obstacles and find new paths to success--without any gimmicks.