In the CEO Afterlife

DECEMBER 18, 2014

Unlike PepsiCo , Coca-Cola’s corporate strategy is to resist diversification and focus on non-alcoholic beverages. It starts with the corporate strategy, and includes marketing strategy, and the all-important human resource strategy. That singularity continues to deliver outstanding shareholder value.

ROE 249

ROE Human Resources Marketing Strategy Competitive Advantage 249

In the CEO Afterlife

FEBRUARY 26, 2012

As long as the “Davids” are able to resist the urge to become generalists by expanding into too many markets with too many products, they can win. Clout allows these giants to grow, but there is absolutely no reason why a smaller player cannot become a market leader within their chosen market(s).

Creativity 240

Creativity Brand Management Marketing Resistance 240

In the CEO Afterlife

DECEMBER 7, 2014

People are so entrenched in the do more paradigm that they struggle to kill their darlings , dump all of those exciting initiatives, and sacred cows, and resist adding more features to a product. This journey isn’t an easy one. Have the Courage to Kill Your Darlings.

Human Resources 183

Human Resources Restructuring Competitive Advantage Marketing Strategy 183

In the CEO Afterlife

NOVEMBER 18, 2013

But I must also confess that I could not resist the challenge and the opportunity to make an impact. Some might say the idea of living on the beach in southern California in place of the chilly Canadian winter was simply irresistible. I’ll gladly admit that this was the tipping point.

Human Resources 148

Human Resources CEO Mentor Resistance 148

In the CEO Afterlife

NOVEMBER 20, 2011

(Before that, Pepsi had a thirst-quenching pitch with “Taste that beats the others cold,” also a solid jungle.) Coke’s very effective riposte to The Pepsi Generation was the I’d Like to Teach The World To Sing, also embodied in a song.

CEO 242

CEO Advertising Brand Marketing Strategy 242

In the CEO Afterlife

NOVEMBER 4, 2012

As an ex-ad man and a lifelong aficionado of great creative, whether it is art or copy, I could not resist the urge to check it out. To resist the urge to self-censor. Last week, Mathew Creamer of Advertising Age said Linds Redding’s ‘Short Lesson in Perspective’ was the best piece of advertising writing you’ll ever read.

Advertising 265

Advertising Creativity Industry Bottom-up 265

In the CEO Afterlife

FEBRUARY 13, 2017

Don’t resist starting in the sales department. Research the reputation and the modus operandi of the CEO. Beware the entrepreneur. Several, such as Trump, still operate by the brain and muscle ethic. Explore corporations that value diversity. No one is closer to the customer than the front-line sales representative.

Mass Marketing 100

Mass Marketing Bureaucracy Entrepreneur Class 100