Harvard Business Review

MARCH 17, 2023

Your strategy should be driven by relationship-building — not shiny new tech.

Technology 19

Technology Strategy Brand Management Advertising 19

Strategy Driven

FEBRUARY 15, 2021

Have you ever wondered how celebrities or big brands manage their presence on the internet? Online reputation management helps those with larger public profiles to maintain a good online presence and representation in an age where everyone and anyone can use the internet to give their opinions.

Reputation 92

Reputation Management Brand Content 92

N2Growth Blog

APRIL 20, 2010

The preceding description paints the perfect illustration of why branding is one of my favorite topics…It is complex. Unless you are a very large enterprise it is unlikely that you have the time, money, staffing, or external professional relationships to execute a brand management strategy such as the one outlined above.

Brand 271

Brand Blog How To Public Relations 271

Harvard Business Review

MARCH 29, 2012

billion , entrepreneurial companies with technology at their core have disrupted entire industries and threatened or eliminated incumbents. A 2011 IBM study of over 3,000 CIOs revealed that CIO-CEO alignment is stronger than ever, with traditional companies aggressively investing in technology innovation.

Technology 13

Technology Venture Capitalist CIO ROI 13

In the CEO Afterlife

OCTOBER 17, 2011

Today’s economy screams for change in the process of branding. I’m not suggesting restructuring the entire brand management system. I’m advocating that CMOs and CEOs recognize the necessity of their own direct and passionate involvement as chief brand custodians. This is the mindset essential to brand resilience.

Brand 168

Brand CEO Stage-Gate SWOT 168

Building Personal Strength

APRIL 4, 2011

Pay-at-the-pump technology, now commonplace, makes the transaction quick and easy. Three of the participants happened to be brand managers from Mobil. The only thing I might concentrate on is a bug stain as I try to clean the windshield. And, oh yeah - the price of gas. Their problem? You guessed it: drive-away customers.

Creativity 81

Creativity Brand Management Participative Course 81

Harvard Business Review

MARCH 20, 2023

As technology becomes more powerful and affordable, your company is only limited by its imagination.

Technology 17

Technology Power Company Brand Management 17

N2Growth Blog

JUNE 11, 2010

Commitment - While technology is a natural accelerant helping to catalyze new opportunities and extend relationships, creating trust and influence will still take time. Let me say this as clearly as I can…a ready, fire, aim approach will rarely find the target.

Media 407

Media Influence Blog Real Estate 407

Harvard Business Review

JUNE 14, 2023

They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science. The author offers five lessons for brands who want to tap into this era of influencers and make authentic connections with Gen Z.

Brand 10

Brand Influence Reputation Technology 10

Harvard Business Review

JUNE 4, 2018

Think of an enterprise Netflix, Amazon, or Spotify for marketers; the same technology enhancing customer choice now empowers managerial decision. That makes simple and engaging user experience design for management key. These insights will be immensely useful for top management.

Engineering 8

Engineering Marketing Advertising Brand Management 8

Harvard Business Review

AUGUST 20, 2012

Consumer packaged goods manufacturers are monitoring social media to get real-time information on their customers' perceptions and share it with brand managers. Business model innovation — often enabled by new technology platforms — isn't new. Embrace Industry Disruption. Knit Your Network Together.

Business Model 14

Business Model Process Innovation Media 14

Eric Jacobson

AUGUST 8, 2018

Guest Post: By Debbie Laskey There is no denying that social media has changed how brands communicate. All aspects of business have been affected from technology to human resources to marketing. Even more important, all employees have become their own personal brands – some even major influencers – with their own fans and followers.

Brand 50

Brand Tips Media Customer Loyalty 50

Harvard Business Review

AUGUST 25, 2016

Technology facilitates greater transparency and visibility throughout enterprise ecosystems. To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics? Real-time situational awareness dramatically increases.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

DECEMBER 4, 2018

But investing in an internal communications strategy that leverages mobile app technology can play an integral role in reaching employees, connecting strategy with operations and helping companies thrive, according to new research by Staffbase. Reach and relevance have become the greatest weaknesses of internal communications.

Content 8

Content Middle Management Directory CIO 8

Harvard Business Review

APRIL 14, 2015

Since the birth of e-commerce, marketing experts have disagreed about the future role of brands. Some have predicted that digital technologies will hasten the demise of brands because customers will have ready access to information they need to make purchase decisions, and “brand” will therefore become less relevant.

Brand 8

Brand Brand Valuation Power Brand Management 8

Strategy Driven

AUGUST 19, 2011

Jobs was determined to bring the technology to market and anyone who stood in his way would not have a place at Apple. Do you think Steve Jobs sat in his bed wrestling with the idea, the hope, that we could secure ‘buy in’ for the Iphone? Absolutely not. To read Mark Stevens’ full biography, click here.

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

OCTOBER 30, 2012

That's because information technology — not just the Internet, but also mobile devices, " big data " for intensive data-crunching, and other computer hardware and software — will render even some of today's most proficient business processes obsolete by the end of the decade. I see three big opportunities: 1.

Process 15

Process Strategy Offshoring Information Technology 15

Harvard Business Review

APRIL 8, 2015

” A growing body of neuroscience research has begun to reveal the exact ways in which information age technologies cut against the natural grain of the human mind. We once asked a global technology firm’s leadership to try a “stone age” solution as they conferred on how to implement a newly hatched strategy.

Team 8

Team Supply Chain Workshop Drucker 8

Harvard Business Review

MARCH 10, 2011

The big new thing in social technology is the ability to do something really old: talk to people face-to-face in real time. As more is communicated, more emotions shared, more passions pursued in this much more vivid medium, we're likely to see stronger bonds between brands, consumers, networks and causes. Avoid anonymity.

Brand 14

Brand Video Technology Tools 14

Harvard Business Review

JANUARY 23, 2013

The Obama campaign's techniques, tools and technologies deserve detailed and dedicated attention from every organization that takes data-driven decisions seriously. There's not a brand manager, health care administrator, CMO or CIO who wouldn't benefit big-time from benchmarking their own operations to this campaign's.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

MAY 24, 2024

Increasingly, using apps such as ChatGPT or Perplexity, or search portals such as Google’s Search Generative Experience (now AI Overviews) or Bing’s Copilot, customers will learn about products and brands through natural-language outputs.

Marketing 19

Marketing Power Brand Consultative 19

Harvard Business Review

FEBRUARY 3, 2017

In some technology companies, for example, software development is critical to business success. In other industries brand management matters more, so the A players tend to be clustered there. ” and, by implication, “Which roles can we afford to fill with ‘good enough’ talent?”

Company 8

Company Sample Software Brand Management 8

Harvard Business Review

MAY 24, 2012

But in the era of Big Data and decision-making at the desktop, it's vexing to think that any company with significant technology investments would allow the all-too-human traits of ownership debates and subjective opinion to override robust data analysis. But optimizing the use of these and other technologies remains a challenge.

Merchandising 10

Merchandising Risk Management Supply Chain Retail 10

Harvard Business Review

JUNE 25, 2014

Digital media and tracking technologies, along with dramatically improved analytics, now mean that serious marketers — if they really care to know — can have an excellent idea of just how effective (or wasteful) their advertising really is. What’s the secret sauce these technologies all have in common?

Creativity 8

Creativity Marketing Advertising Metrics 8

Harvard Business Review

JANUARY 23, 2012

Further, in some industries customers lack technological sophistication to know what is or is not feasible, limiting the usefulness of their guidance. Lafley himself hit on one of these kinds of insights when he was a young brand manager at P&G. In these circumstances it is tempting to rely on intuition.

Audience 15

Audience Entrepreneur Maturity Innovation 15

Harvard Business Review

AUGUST 5, 2013

Over the next two years, this change in how sales people interact with customers will redefine what the product content will be, how the sales staff will use a new CRM platform to record visits online, and how new insights will be derived from these interactions across sales, marketing, and brand management — ultimately driving decisions.

Organization 8

Organization CIO Compliance CRM 8

Harvard Business Review

SEPTEMBER 17, 2013

I had just finished a talk at a leading technology company when an engineer approached me. “I I liked your ideas about personal branding, and I can see how they’d work,” he told me. Branding Managing yourself Networking' But most of them aren’t for me — I’m an introvert. Is there anything I can do?”

Brand 11

Brand Cialdini Brand Management Conference 11

Harvard Business Review

NOVEMBER 25, 2013

For example, brand managers and advertising agencies alike increasingly make sentiment analysis part of how they assess public perceptions. Customers Decision making Information & technology' So which 20% of external tweets, posts and presences account for 80% of sentimental shifts? Are You Ready for a Chief Data Officer?

Due Diligence 10

Due Diligence KPI Loyalty Information Technology 10

Harvard Business Review

OCTOBER 14, 2014

How do some brands manage to resonate so strongly with the public that they seem to get woven into the fibers of culture? Great brands like Zumba constantly scan the cultural environment for signs of meaningful, long-lasting change that might affect them.

Long-term 8

Long-term Trends Brand Succession 8

Harvard Business Review

FEBRUARY 22, 2013

Technology is constantly opening up opportunities for stories surrounding brand experiences to be every bit as compelling — and far more interactive and authentic — than the next Hollywood blockbuster. Brand managers need to learn how to manage the process rather than the output.

Productivity 8

Productivity Products Storytelling Advertising 8

Harvard Business Review

DECEMBER 16, 2010

Frito-Lay has already made competition the cornerstone of its Super Bowl advertising , and Toyota , desperate to remind people what a wonderful corporate citizen it can be, invites aspiring innovators to suggest how the firm's technology can be used for good in unexpected ways. Think of them as part of the global supply chain.

Innovation 15

Innovation Supply Chain Business Simulation Advertising 15

Harvard Business Review

JUNE 13, 2014

Other start-ups develop a core technology that has myriad possible uses and they’re not quite sure which will be most appealing, so they plan to just put it out on the market and let customers decide. Approaches like these overlook the importance of brand strategy as the foundation for a successful launch.

Brand 8

Brand Ries Entrepreneur Agility 8

Harvard Business Review

JULY 17, 2015

’ the questions must be asked, ‘WHY did we start doing WHAT we’re doing in the first place, and WHAT can we do to bring our cause to life considering all the technologies and market opportunities available today?’” Is their brand’s purpose is still relevant?

Brand 8

Brand Merchandising Retail Real Estate 8

Harvard Business Review

AUGUST 4, 2015

Yet this universalism – the conviction that “we’re all the same” – sat in contrast to decades of lessons learned globalizing P&G’s billion-dollar brands, the guardians of which sat in the floors below as Nagrath spoke.

Globalization 8

Globalization Company Self-aware Merchandising 8

Harvard Business Review

MAY 31, 2011

Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system. In fact team building can be the primary objective.

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

JANUARY 23, 2014

Rather it’s an on-going nipping and tucking of organizational resources to achieve both growth and efficiency at multiple levels: the company overall, the operating group level, and even within functional groups like human resources and information technology. Are you competing on the basis of on-going product or technological innovation?

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Harvard Business Review

MARCH 7, 2012

The tools will vary depending on the size of your organization, the degree that brand management is embodied in the decisions you make, and the number of people actually involved in the development of communications. At a minimum, you should have brand standards that give "rules to create by" for your creative team.

Brand 14

Brand Audience Tools Planning 14