Strategy Driven

AUGUST 19, 2011

We may offer discounts, create all manner of Power Points, hold lavish dinners and the like, but whatever combination of romantic tools we apply, we are determined to give the object of our lust everything they may want to succumb to our courtship and come aboard. Specifically, to land the new business. Consider leaving a comment!

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

AUGUST 25, 2016

To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics? But brand managers need the computational competence of data scientists and analytic tools to get greater value from that data.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. But perhaps most importantly the general public is clamoring for companies to enact good, fair business practices — and most of that public pressure comes through social media. Nestlé is now much more proactive about CSR.).

Media 8

Media Public Relations Brand Video 8

Harvard Business Review

MARCH 10, 2011

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. More natural, richer forms of communication will demand more of what the smarter brand managers are already doing: letting go.

Brand 14

Brand Video Technology Tools 14

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. For example, you might favor social media over traditional media if you're hoping to reach a Generation Y audience.

Brand 14

Brand Audience Tools Planning 14

Harvard Business Review

JUNE 24, 2014

Yet in most companies the organization structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago.”. They must constantly engage with audiences through social media, and be seen as authentic in those channels. What Does Your Brand Sound Like?

Marketing 8

Marketing Organization Brand Advertising 8

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

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. If you’re a brand manager or CMO, that’s what you should care about.

Creativity 8

Creativity Marketing Advertising Metrics 8

Harvard Business Review

MARCH 29, 2012

A few years ago, community managers did not exist. Yet with 67% of surveyed brand managers planning to launch social media campaigns in the next 12 months, community managers are now amongst the most sought after marketing professionals. Demonstrate your knowledge: Do you know your SEO from your SEM ?

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

OCTOBER 30, 2012

Coordinating this improvement effort across all those providers wouldn't have been nearly as easy without simple tools like a document accessible to all: the standard path for patients. Brand managers at P&G, for instance, get a constant feed of consumer sentiment from social media.

Process 15

Process Strategy Offshoring Information Technology 15

Harvard Business Review

APRIL 21, 2015

Still, the findings on brand personality continue to pile up, and of course they tell us more about the workings of our own minds than about brands per se. Lieven says one reason for this predilection appears to be that it’s easier for us to quickly categorize brands that are clearly masculine or feminine.

Brand 8

Brand Aaker Participative Media 8

Eric Jacobson

AUGUST 8, 2018

Since 2002, she has served as a judge for the Web Marketing Association’s annual web award competition; and she’s been included in the "Top 100 Branding Experts" list to follow on Twitter @DebbieLaskeyMBA. Guest Post: By Debbie Laskey There is no denying that social media has changed how brands communicate.

Brand 50

Brand Tips Media Customer Loyalty 50

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. In 1996 the company launched a website at a time when other media companies were trying to figure out how to respond to the rise of the Internet.

Business Model 15

Business Model Process Innovation Media 15

Harvard Business Review

DECEMBER 16, 2010

Whether Google Demo Slam or Sprint's App Competition , digital media has become an innovation battleground for customers, clients, prospective partners, and young talent. Devices of all kinds have gone from advertising, branding, and marketing media to promotional platforms. Contestification. Who's running it? Who's judging it?

Innovation 15

Innovation Supply Chain Business Simulation Advertising 15

Harvard Business Review

MARCH 14, 2014

Companies build consumer awareness through paid media and get products in front of customers by offering promotional dollars to supermarkets to display products prominently in the aisles. But entities such as social media, online grocers, and word-of-mouth marketing are adding a whole new dimension beyond traditional paid media.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8

Harvard Business Review

AUGUST 9, 2018

For the $262 billion luxury market, tapping into consumers’ fundamental need for respect or admiration from others is a very powerful tool. It’s no accident that a brand such as Audi invites you to “update your status” by buying its cars. Implications for L uxury Brand Management and Strategic Communication.

Marketing 8

Marketing Politics Brand Comparison 8