“A lot of people in marketing want image. I want a brand that drives business.”

So says Randy Susan Wagner, CMO of Orbitz, with the kind of frank focus that characterizes many of the strategic changes she's brought to the online travel site since assuming her post in May 2005. Not that image doesn't have its place, but the Web's got plenty of that already. If a former vp of strategic global brand marketing at McDonald's can do an online company any good, it's separating hype from hard numbers. "I know from my days in retail that you just don't bring consumers to the front door, but through the front door," Wagner said. "There's a lot of traffic [on the Web, but] I learned quickly that some of it is not qualified traffic. Our job is to drive qualified demand and differentiation."

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