In the CEO Afterlife

JULY 2, 2013

That can mean re-designing the traditional marketing department to include an infrastructure for social media, and a chief content officer position. Inquisitive marketers burrow for it and conceptualize it. Then they act upon it.

Marketing 257

Marketing Levitt Telecommunications Brand 257

In the CEO Afterlife

SEPTEMBER 19, 2011

Is Social Media an Excuse for Brand Positioning Laziness? What bothers me is this: conspicuous by its absence is online advice on brand positioning in the medium. Finally, I typed in social media and brand positioning. My concern is the lack of positioning discipline by their most senior marketing officer. Leadership.

Media 199

Media Brand Positioning Marketing Strategy 199

In the CEO Afterlife

MARCH 26, 2012

The result is a brand that has achieved cult status by actually positioning itself as the anti-cult to the market leader, Red Bull. But in this case, the second mouse got a good bite of the cheese – the #2 position in an exploding market. When your brand has cult status (as both brands do), you have the power to break a lot of rules.

Reis 240

Reis Brand Apparel Energy 240

In the CEO Afterlife

AUGUST 5, 2015

It is one thing to diversify, as per their acquisitions of Keebler and Pringles , but quite another to exploit a valuable brand asset by slapping ‘K’ on products that fail to build or live up to Kellogg’s Special K’s core positioning. There are endless ways to engage without giving up on your brand’s core positioning.

Brand 100

Brand Airlines Bottom-up Marketing 100

In the CEO Afterlife

JUNE 4, 2012

Strategic Planning positions exist inside companies, and in external consulting businesses. Strategists and Strategic Planners may read the same periodicals and have similar destinations in mind, but there is a difference between the two. Strategic Planners, at the outset, are disadvantaged by the definition of their role.

Strategic Planning 221

Strategic Planning Document Competitive Advantage Consultative 221

In the CEO Afterlife

NOVEMBER 20, 2012

That’s not to say they are always civilized to one another, especially in political debate as witnessed in the months leading up to the election; right and left wing positions are as hardened as ever.

Fashion 175

Fashion Travel Politics Examples 175

In the CEO Afterlife

JULY 2, 2012

Sure, they work hard at improving their competitive positions within existing markets. The tactic that works best to defend or build share in the short term is price cuts or special discounts. Be forewarned, this tactic destroys profits. The new economy doesn’t operate that way. But their leaders are farsighted.

Sports 228

Sports Tactics Competitive Advantage Short-term 228

In the CEO Afterlife

JUNE 17, 2012

I was devoted to master strategies and “big play” innovations that ideally positioned a company to dominate their chosen market(s) and enjoy sustainable competitive advantage. The philosophy begins with a mindset obsessed with the competition.

Strategy 229

Strategy Competitive Advantage Innovation Operations 229

In the CEO Afterlife

FEBRUARY 6, 2012

Those who did it well rose to senior positions. Twenty years ago I witnessed scads of managers at Kraft Foods prioritizing career management over business management. It was an epidemic within Kraft. These skilled politicians set the example for others, especially their subordinates. You can imagine the culture that behavior created.

Career 199

Career Management Mentor Brand 199

In the CEO Afterlife

JULY 16, 2015

And when a brand or company’s positioning blurs, customers become confused. Good strategists are also stubborn, even pigheaded. Why is that? Because without strategic stubbornness, the hard barrier lines that contain the strategy will blur. That’s never a good thing.

Strategy 100

Strategy Brand Brand Management Marketing 100

In the CEO Afterlife

SEPTEMBER 25, 2015

Along the way, the leaders of these organizations turned their backs on the tenets of great branding, defined as carving out unique brand positions and adding to that strategic advantage with innovations that thrill customers. Leaders Failed to Nurture Their Brands. Why the stagnation?

Brand 100

Brand Competitive Advantage Fashion Price 100

In the CEO Afterlife

NOVEMBER 27, 2011

That’s not to say they are always civilized to one another, especially in political debate; right and left wing positions are as hardened as ever. On reflection of this nation’s celebration, I soon came to realize that Thanksgiving epitomizes America the Good. You see kindness in the people.

Fashion 122

Fashion Travel Politics Examples 122

In the CEO Afterlife

JULY 26, 2016

Many were already in leadership positions or on a fast track to a higher rung on the corporate ladder. It was so easy to marvel at the intellect of those suggesting the “big picture” perspective. Yes, these pundits were bright and articulate, but they could also be very political.

Brand 100

Brand Learning-by-Doing Brand Management Proposal 100

In the CEO Afterlife

NOVEMBER 27, 2011

That’s not to say they are always civilized to one another, especially in political debate; right and left wing positions are as hardened as ever. On reflection of this nation’s celebration, I soon came to realize that Thanksgiving epitomizes America the Good. You see kindness in the people.

CEO 205

CEO Brand Fashion Human Resources 205

In the CEO Afterlife

OCTOBER 30, 2011

They hate to put themselves in a position where they’ll miss an opportunity that the competitor will seize. Appreciate you weighing in, Chris. Your point on complication – from my experience, the ones who do it are the most insecure about the direction. ” For example.

Strategy 234

Strategy CEO Marketing Strategy Human Resources 234

In the CEO Afterlife

MAY 23, 2011

Nabob was positioned as the brand that took endless care to select only the best coffee beans for its blends. Ironically, a great slogan’s constraint to longevity can be the boredom of the marketer. Marketers like change, but often they make change for change’s sake. The inherent payoff, of course, was in the cup.

Brand 196

Brand CEO Marketing Proposal 196

In the CEO Afterlife

MAY 9, 2011

Riley became a resident in Anesthesiology at the University of Manitoba, and Sarah secured a research position in Winnipeg. The second choice would require convincing Sarah to join him.The rest is history. At this point the story ends for most.Most would finish their 5 year residency and continue along a well-travelled medical path.

Stage-Gate 100

Stage-Gate Brand Human Resources CEO 100

In the CEO Afterlife

AUGUST 29, 2011

Here is how they position it: “The superior scale of our refineries provides a competitive advantage.” It has not – 2010 profits for Exxon and Shell rose by 57 and 61% respectively. Exxon Mobil, with refineries 50% larger than the industry average, is one of the few giants prepared to declare clout as strategy.

Strategy 131

Strategy CEO Company Competitive Advantage 131

In the CEO Afterlife

APRIL 13, 2016

1: Clear Brand Positioning. But, in their haste to post and build followers, marketers overlook the importance of brand positioning. Brand positioning, to be effective, must be focused, differentiated, and single-minded. This explains why so many marketers are doing away with clear brand messaging and positioning altogether.

Marketing 100

Marketing Brand Franchising Media 100

In the CEO Afterlife

APRIL 22, 2015

Leaders ought to be wary about bringing change to vibrant cultures, the positioning of brands, and effective business models. When Should a Brand’s Positioning Change? So does core brand positioning. Changing brand positioning is usually premature and almost always a mistake. Not when it comes to positioning.

Brand 100

Brand Core Competence Retail Advertising 100

In the CEO Afterlife

JUNE 6, 2011

Last week, legendary brand positioning expert Al Ries weighed in on Starbucks reported desire to move away from its powerful ‘specialist’ strategy. Here are three core strategic assets that Starbucks will ultimately sacrifice by moving from a coffee expert positioning to that of a food generalist. His success is an understatement.

Ries 122

Ries Brand Hammer Marketing Strategy 122

In the CEO Afterlife

FEBRUARY 4, 2013

The positioning worked like a charm. Starbucks, like Kellogg’s is committing the branding felony of applying a valuable trade mark to products that fail to measure up to the brand’s core positioning. At that time, Howard made it abundantly clear that Starbucks stood for dark-roasted coffee. So why deviate?

Market Segmentation 228

Market Segmentation Brand Marketing Reputation 228

In the CEO Afterlife

AUGUST 6, 2013

Wouldn’t you expect greater care in stewarding brand presence, personality, positioning, single-mindedness, and strategic consistency? The ramification is clutter, the arch enemy of brand identity. So, wouldn’t you expect a heck of a lot more corporate attention to commercial brands? Wouldn’t you expect more innovation?

Brand 260

Brand P&L Human Resources Brand Management 260

In the CEO Afterlife

MAY 24, 2012

While one can attribute their rise to political shrewdness, the frightening answer is that someone bought into their “smoke and mirrors” and promoted them into a leadership position. Spineless leaders hire spineless leaders and create a slithering chain of command that is difficult to break.

Committee 244

Committee Politics Learning-by-Doing Motivation 244

In the CEO Afterlife

DECEMBER 29, 2013

If HR’s promise is a “nimble, creative, get-it-done” team of employees, there is a host of ways to deliver and demonstrate this positioning. A brand’s platform often includes a “reason to believe” the promise. What does HR’s brand stand for? Job search behavior has changed and HR can no longer just think like recruiters.

Marketing 173

Marketing Human Capital Human Resources Brand 173

In the CEO Afterlife

OCTOBER 17, 2011

Wouldn’t you expect greater care in stewarding brand identity, personality, positioning, single-mindedness, and strategic consistency? The ramification is clutter, the enemy of brand messaging. So, wouldn’t you expect a heck of a lot more company attention to commercial brands? Wouldn’t you expect more innovation? Some do it well.

Brand 168

Brand CEO Stage-Gate SWOT 168

In the CEO Afterlife

AUGUST 15, 2011

today’s social media arena, cosmetic and personal-care brands dominate the top 10 for reference positivity, defined as brands that people talk about, but seldom in a negative way. Procter & Gamble, Unilever, Shiseido and Estee Lauder round out the world’s top five.In

Class 122

Class Marketing CEO Advertising 122

In the CEO Afterlife

SEPTEMBER 24, 2012

When I was in the corner office, I institutionalized 3 ostensibly minor initiatives that opened my eyes to new possibilities, improved my performance as a leader, and enhanced the company’s competitive position. Maybe they’ll work for you or for your CEO. Take a Shift in the Factory.

CEO 207

CEO Chief Executive Officer Business Model Competitive Advantage 207

In the CEO Afterlife

MARCH 1, 2011

Best in ‘Positioning’ Durabilty: Five Unlikely Brands. When I went through the exercise I settled on five durable symbols that passed the ultimate test of a brand — an enduring, well-differentiated brand platform; each of these iconic designs stand for a unique and indelible position in our minds. Main menu Home.

Brand 184

Brand Positioning CEO Marketing 184

In the CEO Afterlife

JANUARY 8, 2012

The brand and vodka lemonade category was invented by Vancouver’s Dossier Creative and positioned as an emotionally-engaging, anti-marketing, irreverent brand. Created in 1874 by a New Orleans bartender, the Southern Comfort name delivers cult-like imagery and promises a taste pleasure unique to the American south. Mike’s Hard Lemonade.

Brand 252

Brand Advertising Constraint Creativity 252

In the CEO Afterlife

APRIL 10, 2011

Position your inexperience as a competitive advantage. A ‘grey-hair’ told me the way to achieve my goal was to start in the sales department. I joined Bristol Myers, managed a territory and made local decisions – albeit on a small scale. Less than two years and I was in marketing. You are the new generation. You’re not stuck in a paradigm.

CEO 170

CEO Advice Company Competitive Advantage 170

In the CEO Afterlife

MARCH 21, 2011

The category example is Big Tobacco where the market rather than the marketer carved out the universal positioning—‘smoking causes cancer’. Doesn’t matter; everyone knows what the acronym stands for. Lucky for KFC, some people don’t care about obesity. PS: I was the Canadian Brand Manager of Brylcreem during the demise.

Brand 140

Brand CEO Long-term Crisis 140

In the CEO Afterlife

JUNE 8, 2016

Better Coffee” positioning. Ogilvy’s MacKellar, who worked on the brand for about four years (the agency held the account almost twice as long, before it moved over to Taxi 2 last year), says people still remember the ruler spot that fortified Nabob’s positioning around “quality coffee” years later.

Brand 100

Brand Brand Management Advertising Management 100

In the CEO Afterlife

FEBRUARY 10, 2011

Although a platform isn’t mandatory in fiction, positioning the author as a brand can have immeasurable advantages. My positioning shtick is my background as a former CEO of a Fortune 500 company. In the political arena, John McCain positioned himself as a ‘maverick’. That differentiation resonated with many. Did you like this?

Brand 100

Brand CEO Open-book Magazine 100