In the CEO Afterlife

APRIL 28, 2012

In the early days of my 40 year business career, I was lucky to work under two gentlemen who instilled several critical success factors that guided me from Brand Manager to CEO. One of my mentors was brilliantly creative, the other skillfully strategic. Here are the benefits I garnered from a decade of prolific reading: 1.

Mentor 228

Mentor Advertorial Kotter Hamel 228

In the CEO Afterlife

DECEMBER 31, 2011

You’re Not a Real Marketer until You Create a Brand [link]. Brand Managers inherit brands and manage existing franchises. It is not the same as creating a new brand, launching it and watching it grow. Crisis Management: The Ultimate Test of a Leader [link].

Blog 222

Blog Mission Statement Strategic Planning Brand 222

Women on Business

DECEMBER 2, 2012

I had a background in marketing and brand management, and working with concepts and ideas was my passion. I was perfectly capable of handling finances, but it wasn’t nearly as exciting or interesting to me as the creative side. Although I knew I needed someone, I had no idea where to look.

Franchising 255

Franchising Finance Brand Management Advice 255

In the CEO Afterlife

JULY 26, 2016

Early in my career, when I worked for a couple of big companies in brand management, I joined my colleagues in nodding to the notion of taking a step back. Administrative companies can be good at doing things right (operational management) but not so good at doing right things (strategic leadership).

Brand 100

Brand Learning-by-Doing Brand Management Proposal 100

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

Coaching Tip

APRIL 29, 2011

Effective organization design creates connections among the many competing objectives of a large company – balancing global and local authority, setting up good, creative conflict. There are boundaries, but you can reach across them – and good creative work happens when boundaries are broken. How to unlock the value of talented people.

Development 112

Development Bureaucracy Globalization Middle Management 112

In the CEO Afterlife

JULY 24, 2011

The original concept, created by Art Director Geoff Hayes in a bathtub, and perpetuated by several creative notables, has managed to stand the cruel test of time and create the 3 rd largest-selling liquor brand on the globe. ABSOLUT could not have found a better replacement brand custodian. July 25, 2011 at 10:56 am.

CEO 100

CEO Advertising Brand Creativity 100

LDRLB

MARCH 12, 2012

As a 23 year-old Macleans Toothpaste Brand Manager in 1970, my colleagues and I competed against powerhouses P&G, Colgate and Unilever. The secret to thriving against mega-company competition comes down to leadership of three potent armaments – strategy, creativity, and culture. You leverage your creativity.

How To 111

How To Brand Management CEO Resistance 111

LDRLB

MARCH 12, 2012

As a 23 year-old Macleans Toothpaste Brand Manager in 1970, my colleagues and I competed against powerhouses P&G, Colgate and Unilever. The secret to thriving against mega-company competition comes down to leadership of three potent armaments – strategy, creativity, and culture. You leverage your creativity.

How To 95

How To Brand Management CEO Strategy 95

Harvard Business Review

MAY 13, 2022

Creativity has to be at the forefront.” “There is no excuse.

Creativity 17

Creativity Strategy How To Brand Management 17

In the CEO Afterlife

APRIL 13, 2016

When I was in brand management, social media did not exist. But I can tell you this: I would have had a field day with this exciting medium because I valued the power of ‘big ideas’ to infuse growth into the brands under my wing.

Marketing 100

Marketing Brand Franchising Media 100

Skip Prichard

SEPTEMBER 24, 2019

Over the past 27 years of my career in marketing, brand management and executive search + coaching, I’ve found time and again that organizations have blind-spots when hiring talent. How do you influence hiring managers to slow down and find unicorns? I recently spoke with her about her research and work. . In the U.S.

Emotional Intelligence 74

Emotional Intelligence CTO Stress Exit Strategy 74

Building Personal Strength

APRIL 4, 2011

Back then I'd occasionally contract as an adjunct trainer for the Center for Creative Leadership (CCL). The course taught the process and techniques of team creative problem solving. Three of the participants happened to be brand managers from Mobil. Their problem? You guessed it: drive-away customers.

Creativity 81

Creativity Brand Management Participative Course 81

Harvard Business Review

JUNE 25, 2014

Traditional “creatives” and disruptive “technologists” are locked in global conflict for bigger budgets and influence. “Ad Ad Creativity Takes Back Seat to Tech at Cannes,” The Wall Street Journal recently declared. Their creativity is measurable, trackable, and accountable. Unfortunately, that’s the wrong question.

Creativity 8

Creativity Marketing Advertising Metrics 8

Anese Cavanaugh

APRIL 17, 2009

Here are a couple of pictures of myself in the trenches and one with client Sharon Hewitt, the President & Chief Creative Officer of Sharoni Design , a company devoted to creating brand identities with purpose and passion.

Hotels 70

Hotels Brand Brand Management Creativity 70

Harvard Business Review

JULY 9, 2013

These modern-day arrangements are often formalized with a "Creative Director" title bestowed upon the celebrity. Undoubtedly, some of these relationships are simply glorified brand endorsements and can be classified as CDINO (Creative Director In Name Only), but some celebrities are having a bona fide impact on companies.

Creativity 8

Creativity Brand Advertising Video 8

Strategy Driven

AUGUST 19, 2011

This U-turn must begin with you, the owner or senior manager, declaring war on yourself. Demonstrate determination, creativity and resolve. You must face the fact that the malaise the business suffers from is ultimately your responsibility and your doing, and even more important,that it will not be rectified unless you take the lead.

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

FEBRUARY 22, 2013

Instead of product placement — where the advertiser pays to attach a product to someone else's superior story — I believe we are entering the era of story placement — in which intense creativity will be applied to every step of the customer experience to turn the brand itself into a compelling and ever unfolding story.

Productivity 9

Productivity Products Storytelling Advertising 9

Harvard Business Review

MARCH 20, 2013

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. The audience plays a more active part in both generating content and filtering the ideas.

Innovation 15

Innovation Advertising Market Segmentation Brand 15

Harvard Business Review

OCTOBER 26, 2017

But don’t assume your impressive résumé will guarantee you an offer, says Berrin Erdogan, a professor of management at Portland State University and the lead author of a recent study on the subject. “Hiring managers are not always eager to bring on someone who is overqualified.”

How To 13

How To Long-term Marketing Case Study 13

Harvard Business Review

SEPTEMBER 17, 2013

So while the extroverts may be schmoozing with colleagues after work, you can ensure you’re being productive while you recharge by reading industry journals or thinking creatively about your company and your career. Branding Managing yourself Networking'

Brand 14

Brand Cialdini Brand Management Conference 14

Harvard Business Review

MARCH 7, 2012

Managing communications in an integrated or system-wide way will require a new set of behaviors at all levels of your organization — behaviors that embrace a process and apply set standards for all communications efforts. 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

Harvard Business Review

JULY 30, 2015

A brand manager at a Fortune 100 company expressed deep frustration to me: “We want to connect to our customers in a new way. ” Another brand manager told me that many agencies are creating social spin-offs but they still operate like traditional ad agencies. Agencies are stuck on advertising.

Marketing 8

Marketing Advertising Trends Brand 8

Harvard Business Review

JUNE 24, 2014

Last week at Cannes Lions, the big award-giving event for creatives, the audience heard Unilever CMO Keith Weed explain the transformation he’s trying to pull off. The philosophy, he explained, is to reorient the function he leads from marketing to people, through marketing with people, to the point that brands are marketing for people.

Marketing 8

Marketing Organization Brand Advertising 8

Harvard Business Review

SEPTEMBER 27, 2013

We recently worked with a department store retailer and a team of analysts looking for creative insights into customer loyalty. In other words, we found that the customers’ homemade solutions could be used by brand managers to identify what kind of data to gather and what kind of analysis to perform.

Analysis 8

Analysis Loyalty Customer Loyalty Retail 8

Harvard Business Review

MAY 10, 2013

Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. Consider how Virgin America infuses charm and creativity into everything from website downtime notifications to safety videos. Big Data" is the latest buzzword in our industry.

Tools 11

Tools Marketing Power Brand 11

Harvard Business Review

MARCH 20, 2013

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. The audience plays a more active part in both generating content and filtering the ideas.

Innovation 8

Innovation Advertising Market Segmentation Brand 8

Harvard Business Review

JANUARY 23, 2014

A few years ago Dave Ulrich, a management thought leader from the University of Michigan, made a comment I found both insightful and profound: “ Every leader needs to have a model of organization design.” An effective organization design model guides a manager in answering five fundamental questions in a thoughtful and well-integrated way.

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Strategy Driven

OCTOBER 29, 2012

Train and teach attitude, self-belief, and creativity. After your interviews, here’s what to do: Be realistic as to outside opinions, and how you can create improvement. Create internal excitement about innovation and new ideas. Give people paid days off just to think and create. Praise and implement new ideas.

Brand 50

Brand Reputation Customer Loyalty Industry 50

Harvard Business Review

MARCH 1, 2011

15 years ago Marmite's own "Love It or Hate It" campaign evolved out of a difference of tastes among the creative team at DDB London. The campaign's longevity and fame reflects the fact that even in its country of origin, the brand's strong taste is "challenging." In 2010, the brand spoofed the British elections.

Brand 14

Brand Media Brand Management Globalization 14

Harvard Business Review

JANUARY 4, 2011

The creative vacuum left by the implosion of your garage band. Am I choosing to be a brand or a person online? Much attention has been paid to "personal brand management" or "reputation management" online. What problems am I choosing to fix with the help of the Internet? The village that needs a new water pump.

Media 16

Media Brand ROI Commitment 16

Harvard Business Review

JANUARY 4, 2011

The creative vacuum left by the implosion of your garage band. Am I choosing to be a brand or a person online? Much attention has been paid to "personal brand management" or "reputation management" online. What problems am I choosing to fix with the help of the Internet? The village that needs a new water pump.

Brand 16

Brand Media ROI Commitment 16

Harvard Business Review

SEPTEMBER 21, 2011

He talked about why brands will benefit from setting up shop in Facebook — consumers are willing to engage with brands that make it worth their while. The rep looked upon the audience of brand managers with genuine sincerity and in a calming voice expressed, "Don't over-think any of this. It's not that complicated.

Media 15

Media Brand Discount Learning-by-Doing 15

Harvard Business Review

JUNE 13, 2014

These six elements cover the basic tenets that should be clearly articulated and commonly understood within an organization prior to it finalizing and launching a new product – and they leave out a fuller dimensionalization of the brand which isn’t necessary at first. Contrary to popular opinion, customers don’t own brands; companies do.

Brand 9

Brand Ries Entrepreneur Agility 9

Strategy Driven

JUNE 10, 2011

Core values such as Faith, Community and Family should be considered when creating campaign creative and promotional tactics. A brand strategist for more than 20 years, Paul Jankowski has created and executed consumer promotions for some of the world’s largest and most successful companies, including Pepsi, Ford, FedEx, and Beyonce.

Brand 50

Brand How To Marketing Focus Group 50

Harvard Business Review

DECEMBER 16, 2010

These innovation playgrounds vary wildy in quality, creativity and breadth. Advertising will take a backseat to promotional offers as retailers and brand managers alike collectively decide that branding a promotion matters just as much as promoting a brand.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

Harvard Business Review

JULY 19, 2022

Leaders need to rethink who gets to contribute — and how.

Brand Management 19

Brand Management Brand Creativity Productivity 19