In the CEO Afterlife

MARCH 26, 2012

On top of that, I found the Monster logo on an array of items ranging from apparel to condoms – so much for the branding principles in Al Reis and Jack Trout’s best seller, The 22 Immutable Laws of Marketing. I counted 20 sub-brands and over a hundred stock keeping units.

Reis 240

Reis Brand Apparel Energy 240

Harvard Business Review

SEPTEMBER 17, 2018

REI—an outdoor supplies company—sells inexpensive co-op memberships , and members enjoy members-only sales, free classes, even in-store “garage sales” of returned merchandise. Both of these tactics should elicit feelings of ownership. Businesses can cultivate this feeling in many ways.

Productivity 10

Productivity Products Reis Film 10

Harvard Business Review

DECEMBER 7, 2017

The Christmas season, of course, furnishes the perfect time-tested tactic that has worked for decades for department stores: Santa Villages and other Christmas extravaganzas for which people gladly pay to give their kids a festive experience. Interestingly, many of the most engaging retail experiences have come from manufacturers.

Merchandising 11

Merchandising Retail Reis Discount 11

Harvard Business Review

FEBRUARY 28, 2011

Wal-Mart and Gap have used crowdsourcing tactics on Facebook, inviting large groups to participate in shaping an offer or strategy. Last year REI drove traffic to its stores by offering $1 donations to charity for every check-in, with a ceiling of $100,000. Crowdsourcing.

Retail 15

Retail Discount Reis Merchandising 15

Harvard Business Review

FEBRUARY 3, 2015

Each of these executives offered plenty of ideas when the discussion turned to promotions, social media tactics, and marketing messages. REI’s brand platform is the excitement and adventure of the outdoors; Chick-fil-A’s is exceeding customers’ expectations with a servant’s spirit.

Brand 8

Brand Reis Objective Merchandising 8

Thin Difference

APRIL 11, 2019

Holacracy specifies a tactical meeting process for every circle that typically happens every week. Holacracy specifies a structured process known as “integrative decision making” for proposing changes in governance and amending or objecting to proposals. Cooperative Examples. Consumer cooperative – Recreational Equipment Inc.

Organization 62

Organization ESOP Cooper Reis 62