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

In the CEO Afterlife

DECEMBER 31, 2011

There has to be a break from day-to-day operations in the process. 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. 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

Lead Change Blog

OCTOBER 2, 2018

And since there is an order of operations, where each one drives the next, it’s important to understand how they relate.” Joel shares: “ Individuals, like companies, have a brand. Those who are proactive at shaping their own brand identity are more likely to be recognized and to get ahead in the workplace.

Leadership Development 312

Leadership Development Development Leadership Brand 312

Strategy Driven

AUGUST 11, 2020

First of all, see what brands appear to be most popular with consumers and ask yourself why that is. Looking at other successful brands and how they operate is a good way to plan your business model. To do that, assessing the market is where you will need to start.

Brand 73

Brand Succession How To Tactics 73

In the CEO Afterlife

JULY 24, 2011

Marketers operate in a dynamic world. Whenever they change companies, they want to put their mark on their new company’s brands. The longevity of the campaign, in my view, is not attributable to the long list of outstanding Brand Managers, Copywriters and Art Directors, nothwithstanding their immeasurable contributions along the way.

CEO 100

CEO Advertising Brand Creativity 100

Strategy Driven

JANUARY 9, 2020

Focus on Your Own Branding. Some digital marketing agencies are so busy working on the branding of others that they simply forget to work on their own brand management. These procedures serve as the blueprint for effectively managing the daily operations of the business in an efficient manner.

Marketing 13

Marketing Tips Succession Price 13

Harvard Business Review

AUGUST 25, 2016

Organizations I work with increasingly struggle to straddle two painfully polarizing operating principles. But the managerial and operational ability to act on that data-driven information may not. To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics?

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. Enabling Middle Management Communication Improves Work.

Content 8

Content Middle Management Directory CIO 8

Harvard Business Review

JANUARY 23, 2013

His "Obama for America" fundraising , analytics and "get out the vote" operation was a masterpiece of agile electoral innovation and entrepreneurship. 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. They're right.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

JUNE 6, 2013

First, other global firms have a deep bench of seasoned brand strategist supported by rich and varied set of brand management systems and tools that are lacking in Chinese firms. Both are largely based on the brand management effort pioneered by P&G some 75 years ago and extended by the many P&G progeny.

Brand 8

Brand Globalization Brand Management Long-term 8

Harvard Business Review

NOVEMBER 25, 2013

The company quickly adjusted its operational definition of “loyalty” to explicitly embrace and reward its “digital evangelicals” — customers who had enough of a virtual presence to be influencers. For example, brand managers and advertising agencies alike increasingly make sentiment analysis part of how they assess public perceptions.

Due Diligence 11

Due Diligence KPI Loyalty Information Technology 11

Harvard Business Review

OCTOBER 30, 2012

When it comes to operational improvement, organizations today are light years ahead of where they were two decades ago, but there's no time to celebrate yesterday's wins. 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

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

DECEMBER 11, 2012

And, in what must be bitter irony for the brand's managers, it just so happens to be the title of the ill-conceived ad itself. So yes, a new normal does demand new standards and advertisers must be deeply aware of the radical era of transparency within which they now operate. It's a solid piece of advice.

Advertising 16

Advertising Banking Audience Media 16

Harvard Business Review

AUGUST 23, 2018

Optimizers make up the core of most established businesses — they’re skilled at enhancing and perfecting the existing business to drive growth or improve operations. In many companies, innovation teams tend to fall into three buckets: Explorers, Scalers, and Optimizers (with credit to Bud Caddell and Simon Wardley ).

Project 8

Project Innovation Team Stage-Gate 8

Harvard Business Review

MAY 31, 2011

As a facilitator, the CMO group at Nestle operates centers of excellence around topics such as the Hispanic market, mom & kids, and Walmart which are shared across silos. As a consultant, the CMO group at VISA gives advice to the country teams on how to interpret and take action on tracking studies.

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. Operations Organizational culture'

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Harvard Business Review

JANUARY 26, 2012

Among the most impressive lines of questioning are those that address how the organization operates. Or this: "What are the differences in careers involving market research compared those in brand management?". Thoughtful questions show the interviewer you're thinking deeply about the job. They show you're a serious candidate.

Learning-by-Doing 14

Learning-by-Doing Marketing Brand Management Open-book 14

Harvard Business Review

OCTOBER 26, 2017

Today she is a career adviser and hiring manager at resumecompanion.com. A few years ago, Mehmood Hanif, who trained to be a brand manager and had an M.Phil in marketing management, worked at an educational company in Karachi, Pakistan. “Based on my education and experience, I was overqualified.”

How To 13

How To Long-term Marketing Case Study 13

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.

Technology 14

Technology Venture Capitalist CIO ROI 14

Leading Blog

AUGUST 21, 2012

Every successful business has, at its heart, a theory of the business—an underlying set of supporting objectives and a corporate philosophy that gives people a foundation on which to operate. Our good friend, Claude Roessiger has long experience with luxury brand management.

Organization 284

Organization Mission Statement How To COO 284

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. Another great example is Bruno Sarda, Sustainability Operations Director at Dell. The business case for corporate social responsibility (CSR) is becoming easier and easier to make.

Media 9

Media Public Relations Brand Video 9

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

NOVEMBER 4, 2013

However, given the connotations that the name implied, the owner decided that the team couldn’t operate under that banner anymore and a change was made. Call some brand managers at other teams that have changed their names and get their advice. On the surface, to change it would be unthinkable.

Brand 8

Brand Franchising Merchandising Rogers 8

Harvard Business Review

JULY 17, 2015

The brand died a slow death, beginning when Blockbuster filed for bankruptcy in 2010 and then ultimately when its acquirer, Dish Network, decided to shut down all video rental operations in 2013. When dealing with a struggling brand, managers should ask themselves if their brand is staying true to what it was made to do.

Brand 8

Brand Merchandising Retail Real Estate 8

Harvard Business Review

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. To see how the bad guys operate, we follow the money trail.

CPM 8

CPM Advertising Marketing Supply Chain 8

In the CEO Afterlife

OCTOBER 17, 2011

Is it any wonder private labels exploit the weaknesses of neglected brand-names that continually discount and line extend for upticks in volume? Today’s economy screams for change in the process of branding. I’m not suggesting restructuring the entire brand management system.

Brand 168

Brand CEO Stage-Gate SWOT 168

In the CEO Afterlife

JUNE 19, 2011

We operate by the mantra of “use it or you lose it.” As a young Brand Manager, I pounced on consumer insecurities, pumping products that solved bad breath, armpit odor, yellow teeth and bad skin. Today, we represent a marvelous marketing opportunity. We dig in our heels and fight the advance of old age every inch of the way.

Advice 147

Advice Marketing Marketing Strategy Brand 147

N2Growth Blog

JUNE 11, 2010

link] Social Influence Measurement – Tools, Resources & Commentary | Digital Marketing Blog // Digital Operative [.] Let me say this as clearly as I can…a ready, fire, aim approach will rarely find the target. Social Media Influence [.]

Media 368

Media Influence Blog Real Estate 368

Harvard Business Review

JULY 24, 2014

A brand can’t just be a promise; it must be a promise delivered. And brand stewardship can no longer be under the exclusive purview of marketing departments and brand managers. Brands may drive communications activities, but little else. Smart companies form brand councils to meet this leadership imperative.

Brand 8

Brand Strategy Advertising Brand Management 8

Harvard Business Review

NOVEMBER 1, 2013

Physicians own and operate these medical groups and hold seats on the foundation’s governing body. Although the initial funding of the ACO may come from a hospital or insurance company, the ACO repays this investment by generating an operating margin. The medical group must be owned and operated by its physicians.

Organization 8

Organization Chief Executive Officer Health Care Insurance 8

Harvard Business Review

APRIL 18, 2017

Suppose you are a brand manager working at company headquarters in France, and you decline the opportunity to oversee the expansion of your product line to China. Nonetheless, in companies with operations that span the globe, it’s often assumed that the corporate ladder includes one or more rungs in international locations.

Career 9

Career Globalization Constraint Follow-up 9

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. Healthcare organizations are implementing electronic health records systems so they can migrate from islands of medical services to sharing patient data across care providers.

Business Model 15

Business Model Process Innovation Media 15

Harvard Business Review

MARCH 9, 2016

His prize, Victoria’s Secret, will generate $8 billion in revenue this year and operates in a dozen countries. Their stories offer valuable lessons on how to build a startup into an iconic brand. They operated on shoestrings. Today he leads an enterprise that has cumulatively created over 10,000 stores.

Brand 8

Brand Merchandising Chief Financial Officer Retail 8

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

FEBRUARY 16, 2011

Reckitt Benckiser's CEO Bart Becht trusted the passion and idea of one Korea-based brand manager — despite strong reservations by parts of the organization — and the result was the development of Air Wick Freshmatic. It became the most successful product launch in the company's history. Finally, they don't do it alone.

Parcell 11

Parcell CEO Airlines Trends 11