In the CEO Afterlife

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My Best Blogs of 2011

In the CEO Afterlife

Brand Managers inherit brands and manage existing franchises. My beef is with the way the particular corporation’s guiding principle is expressed; it is generally verbose, convoluted and incapable of resonating with employees or inspiring them. You’re Not a Real Marketer until You Create a Brand [link].

Blog 222
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Turnarounds and the Big Play | In the CEO Afterlife

In the CEO Afterlife

Campbell’s happens to be profitable but they’ve been trying to fix their weakening soup franchise for the past 15 years. Opposite of the Apple way is an “old economy” player, the Campbell Soup Company. Tell me, does the Wall Street Journal’s blurb on their latest foray into renewal sound conventional or transformational to you?

CEO 201
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The 2 Most Undervalued Factors in Social Marketing

In the CEO Afterlife

Some people think that’s enough to build brand franchises. Herein lies the myth of social media marketing. It’s not hard to come up with cute or funny stories that entertains or engages a customer or potential customer. Ideas without strategic brand intent are superfluous. Undervalued Factor No. 1: Clear Brand Positioning.

Marketing 100
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What Connects Coca-Cola, Lego, In-N-Out, Intuit, and Nike? Focus.

In the CEO Afterlife

They’ve never franchised. Simplicity is the culture; it is the cornerstone of customer service – even extends to geographies. They’ve been in business since 1948 and 80% of their 290 outlets are in California. never wanted to expand to 50 states. and going public? Now for the kicker.

Apparel 100