In the CEO Afterlife

DECEMBER 31, 2011

I began blogging about leadership, strategy, marketing and life last February. 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.

Blog 222

Blog Mission Statement Strategic Planning Brand 222

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. That means nimbleness, laser-like focus, and market specialization. They value innovation and creativity, and are eager to lead strategic change.

Brand 100

Brand Learning-by-Doing Brand Management Proposal 100

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

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. Clout allows these giants to grow, but there is absolutely no reason why a smaller player cannot become a market leader within their chosen market(s). You leverage your creativity.

How To 111

How To Brand Management CEO Resistance 111

In the CEO Afterlife

JULY 24, 2011

by John • July 24, 2011 • Branding , Marketing • 3 Comments. 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. About John.

CEO 100

CEO Advertising Brand Creativity 100

N2Growth Blog

APRIL 20, 2010

Avoid controversy, maintain a high likeability factor, consistently and proactively engage your customers, be a business of character that engenders trust and confidence with your target market(s), produce a quality product or service at a competitive price point, and provide great customer service.

Brand 271

Brand Blog How To Public Relations 271

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. Clout allows these giants to grow, but there is absolutely no reason why a smaller player cannot become a market leader within their chosen market(s). You leverage your creativity.

How To 95

How To Brand Management CEO Strategy 95

Harvard Business Review

JUNE 25, 2014

Marketers worldwide grew up with John Wanamaker’s famous marketing aphorism, “Half of my advertising is wasted; I just don’t know which half.” This new reality has sparked global Game of Thrones- like hostility and rivalry in the marketing and advertising communities. That’s a winning combination.

Creativity 8

Creativity Marketing Advertising Metrics 8

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.

Development 112

Development Bureaucracy Globalization Middle Management 112

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. What traits define the leaders that you work with that really make you know for sure that the candidate will be working for a great person?

Emotional Intelligence 74

Emotional Intelligence CTO Stress Exit Strategy 74

Harvard Business Review

JULY 30, 2015

A new research report from the Society of Digital Agencies finds that in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. This continues a trend The Association of National Advertisers first reported in 2013.

Marketing 8

Marketing Advertising Trends Brand 8

Harvard Business Review

JUNE 24, 2014

Unilever is one of the world’s consumer marketing powerhouses, with annual advertising expenditures totaling nearly $9 billion. So when it decides its marketing organization needs rethinking, that’s a pretty big deal. And so should the shape, roles, and skills of the organization that calls itself marketing.

Marketing 8

Marketing Organization Brand Advertising 8

Harvard Business Review

MAY 10, 2013

The same thing is happening in marketing organizations. Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. Marketers typically spend the bulk of their creative energy making themselves look attractive to potential customers.

Tools 11

Tools Marketing Power Brand 11

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

Demonstrate determination, creativity and resolve. Jobs was determined to bring the technology to market and anyone who stood in his way would not have a place at Apple. You know it by the unmistakable signs: Attention focuses inward, protecting turfs and egos instead of building market share. Face the hard truth.

Marketing 50

Marketing Objective Short-term Discount 50

Strategy Driven

OCTOBER 29, 2012

OUCH QUESTION: Is your brand, product, or service market superior, and you haven’t elevated yourself to that position? NOTE WELL: Then there are the brands that USED to be #1 and have fallen to #2 or lower. CAUTION: Leave PR, marketing, and advertising out of the equation, or you may NEVER get to the truth.

Brand 50

Brand Reputation Customer Loyalty Industry 50

Strategy Driven

JUNE 10, 2011

Marketing executive in New York City. If you are reading this column, you most likely play a role in building brands. You may even share the views of the marketing executive that I quoted above. From what I’ve seen, many marketers don’t understand the New Heartland. They wear tacky clothing and jewelry. population.

Brand 50

Brand How To Marketing Focus Group 50

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

That way, the hiring manager will feel better about the likelihood of your staying “because you want the money,” he says. It’s smart to think creatively about how you position yourself for the role, but Erdogan cautions against getting too carried away. …But don’t ask for too much.

How To 13

How To Long-term Marketing Case Study 13

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 9

Brand Ries Entrepreneur Agility 9

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. Marketing'

Analysis 8

Analysis Loyalty Customer Loyalty Retail 8

Harvard Business Review

SEPTEMBER 21, 2011

Once-willing consumers will soon become reluctant to connect with brands or will completely sever social ties to brands once they deem the connection fruitless. Not long ago, I attended a daylong social marketing summit at the campus of a leading national brand that also housed a number of popular sub brands.

Media 15

Media Brand Discount Learning-by-Doing 15

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

MARCH 7, 2012

The right set of tools: The next step is to develop a set of tools that guide the planning and creative efforts of your internal team and their external partners, using a What/How/Who model , described below. 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

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

DECEMBER 16, 2010

These innovation playgrounds vary wildy in quality, creativity and breadth. Devices of all kinds have gone from advertising, branding, and marketing media to promotional platforms. Coupons have been redeemed as a "class" not just "mass" vehicle for luxury and high-status items as well as for everyday brands and staples.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 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.

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 15

Brand Media ROI Commitment 15