In the CEO Afterlife

MAY 22, 2013

'Every day we see or read about superb acts of leadership. The ones that occupy an indelible place in our minds are often characterized by unexpected high-pressure, traumatic conditions and courageous acts taken within a very limited amount of time – a cabbie delivering a baby, a mayor calming a city after one of the worst terrorist attack in the history of mankind, a pilot making the call to land a powerless 65 ton piece of steel on a river in the middle of a major metropolis, a primary school

CEO 260

CEO Human Resources Conference Price 260

In the CEO Afterlife

JULY 2, 2013

'Many years ago I read Theodore Levitt’s The Marketing Imagination. In the book, the renowned marketing professor said there was no such thing as a commodity, only people who think like commodities. Suddenly, a light went on in the corner of my mind. After that, as a matter of principle, I stopped using the “C” word. This served me well as a branded coffee marketer.

Marketing 257

Marketing Levitt Telecommunications Brand 257

In the CEO Afterlife

FEBRUARY 17, 2013

Earls Restaurants is a very popular casual dining chain with 64 outlets in Canada, Arizona, Washington and Colorado. Twenty-five years ago, they launched a whimsical brand of beer called Albino Rhino. I don’t know why they chose that name – maybe it had something to do with the white rhino’s keen sense of smell or the fact that the species is endangered.

Brand 243

Brand Politics Merchandising Sports 243

In the CEO Afterlife

MARCH 5, 2013

At the risk of adding to my reputation as yesterday’s man, I’m fully supporting Yahoo CEO Marissa Mayer’s ban on working from home. Frankly, there aren’t many of us out there applauding this controversial big play. Several journalists, tech pundits, and business leaders have called her gambit regressive, old-school thinking, anti-family, and a giant step backward.

Competitive Advantage 241

Competitive Advantage Reputation Strategy CEO 241

In the CEO Afterlife

JANUARY 28, 2013

I have been a big fan of Kellogg’s since my days at the Leo Burnett Advertising Agency in the early 1970’s. Here was an organization whose brand and company name stood for healthy breakfasts. The marketers of the day and those of the next twenty-five years worked hard to fortify that stellar reputation. Whether it was an advertising campaign, a new product or a line extension, Kellogg’s marketing was extremely disciplined and strategic.

Brand 227

Brand Advertising Marketing Long-term 227

In the CEO Afterlife

JUNE 4, 2013

'Many years ago, I had the opportunity to work for InterBrew (now AB-InBev) in a strategic consulting capacity. Locally and globally, maintaining resiliency of a beer brand is as exciting as it is challenging. But once your brand is on the outs with the prime target group, cardiac arrest sets in. Oh sure, everyone tries to resuscitate their beloved brand with scads of Hail Mary endeavors ranging from “cool” package design to “cutting edge” advertising.

Brand 225

Brand Advertising Creativity Marketing Strategy 225

In the CEO Afterlife

JUNE 20, 2013

'Strategy has to be one of the most misused words in business. The word is tossed around boardrooms and customer meetings with reckless abandon. You’ve likely heard this: “Our strategy is to become the biggest and the best.” Deciding to become a global corporation, to diversify, or to increase sales by x dollars per annum is not strategy.

Tactics 217

Tactics Retail Price Brand 217