Why Great Brands Lose Their Way

In the CEO Afterlife

Never in the history of marketing has there been so much talk about branding. The conversation in the world of branding is well beyond product and service brand discussion by marketers and ad agencies. The ramification is clutter, the arch enemy of brand identity.

Brand 268

Niraj Dawar: An interview by Bob Morris

First Friday Book Synopsis

His research currently focuses on marketing strategy, brand equity and brand management issues. His published papers on brand extensions, consumers use of brand and other signals as well as international consumer behavior in a […]. Niraj Dawar is a Professor in marketing at the Ivey Business School, Canada. He earned his PhD from Pennsylvania State University.

Brand 73

Personal Branding for Introverts

Harvard Business Review

I liked your ideas about personal branding, and I can see how they’d work,” he told me. It’s true that many of the best ways to establish your brand in the professional world are still weighted toward extroverts: taking leadership positions in professional associations, starting your own conference or networking group, or — indeed — embracing public speaking (all of which frequently entail extended social contact). Branding Managing yourself Networking

How is Big Data Transforming Your 80/20 Analytics?

Harvard Business Review

Indeed, even organizations where top management keeps their eyes glued to KPI-driven dashboards have trouble agreeing on what their Top Ten Most Important Customer/Client 80/20 analytics should be. Should management refine and dig deeper into existing 80/20 KPIs?

KPI 16

How Ad Agencies Can Make the Shift to Open Innovation

Harvard Business Review

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. The overarching role of the ad agency has shifted from content generator to a combination of strategist, curator, and brand manager. Take Doritos, a Frito-Lay brand. Advertising Change management Innovation

Brand 12

Surprise Is Still the Most Powerful Marketing Tool

Harvard Business Review

Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. But they also can make brands less exciting and surprising. Life has never been more predictable.

Brand 12

The Decline and Fall of Product Placement

Harvard Business Review

So it's no wonder that over the decades, advertisers have so eagerly turned to the tool of product placement when looking to associate their brands with a great story. Brands will build "story-worlds," not canned, thirty-second spots designed for broadcast.

Make Physicians Full Partners in Accountable Care Organizations

Harvard Business Review

Physicians participate in decisions about pricing, cost, capital generation and expenditure, and brand management. Change management Health Organizational culture

Avoiding the Schizophrenic IT Organization

Harvard Business Review

Increasingly, business leaders are driving transformation projects in areas like digital marketing, multi-channel sales, and product-content and customer-information management, pushing the CIO and IT organization to respond in new, faster, and different ways.

CIO 10

Why Are So Many Celebrities Now "Creative Directors"?

Harvard Business Review

Undoubtedly, some of these relationships are simply glorified brand endorsements and can be classified as CDINO (Creative Director In Name Only), but some celebrities are having a bona fide impact on companies. Companies could generate brand awareness simply by aligning with a visible figure.

Brand 10

Invest in Digital Marketing to Control Your Destiny

Harvard Business Review

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. Unhappy critics may well look askance at Barack Obama's performance as Commander-in-Chief.

CIO 10

Why You Can't Escape Super Bowl Ad Teasers

Harvard Business Review

You're building brand buzz. And the Super Bowl is the perfect time to re-up how a brand defines itself. You're trying to create a clear association between your brand and a certain kind of feeling or a certain kind of style or a certain kind of approach," explains Jonah Sachs.

Brand 10

The Real Reasons Chinese Firms Have Weak Branding

Harvard Business Review

has one clear advantage over Chinese competition: branding. firms are powered by "eccentric failed novelists" (presumably from agencies and consulting firms that are gifted at brand positioning and execution) and "visionary founders" (think Steve Jobs) who have created exceptional brands. This observation is important because there are Chinese firms that seem to have everything to win globally except for branding and marketing. Branding China Global business

B2B 8

Here's What the Internet Is Up To

Harvard Business Review

If you should be so fortunate as to have a hiring manager follow you, make sure you send intelligent tweets that show you''re involved in and knowledgeable about online conversations relevant to the company. While Twitter hasn''t become common as a tool for getting mainstream jobs like sales and HR, it''s picking up steam among applicants for remote (as in geographically far away) entry-to-mid-level positions in e-commerce, brand management, and high-tech fields, Gimbel says.

How the Voice of the People Is Driving Corporate Social Responsibility

Harvard Business Review

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. Firms that are excelling in this regard have active, branded Twitter accounts, but they also encourage their executives to use Twitter as well. To get a similar impact, make sure that the people in charge of your social media accounts understand what your CSR efforts mean for your brand, and empower them to act in a positive way to support your company.

How the Redskins Could Ditch Their Name – But Keep Their Fans

Harvard Business Review

Today, Washington Redskins owner Dan Snyder finds himself with a significant branding challenge. More than other Native American-branded teams, the “Redskins” name and mascot are perceived to be quite offensive by some. Redskins ownership is faced with the ultimate brand challenge. If Snyder acquiesces and changes the name, how will that affect the brand’s relationship with a significant portion of the fan base? Branding

Story-driven Data Analysis

Harvard Business Review

In our experience, they can come either from the experience of an expert in the sector or brand, as was the case in the previous example, or from qualitative research using observation or in-depth interviews. In other words, we found that the customers’ homemade solutions could be used by brand managers to identify what kind of data to gather and what kind of analysis to perform. Great analysts tell great stories based on the results of their analyses.

Morning Advantage: Why This Start-Up Will Never Promote Another Facebook Post

Harvard Business Review

Yorkshire Gold has always had a cult following in the United States, but it wasn't until fictional Nick Brody, a central character on the hit show Homeland revealed his penchant for it that "our Twitter feed went crazy," says Taylors of Harrogate brand manager Sam Ward. Facebook has never shied away from trying new things — even if its customers find those things unpalatable.

Stop Assuming Your Data Will Bring You Riches

Harvard Business Review

For example, a product evaluating nonprofit organizations may be highly useful to a wealth manager seeking to help his client to select a charity as part of a value-added tax efficiency service. Or a healthcare data offering evaluating physicians’ perceptions on a new drug may be useful not only to brand managers at pharmaceutical companies, but also to portfolio managers at asset management firms seeking to find promising investment opportunities.

How Ad Agencies Can Make the Shift to Open Innovation

Harvard Business Review

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. The overarching role of the ad agency has shifted from content generator to a combination of strategist, curator, and brand manager. Take Doritos, a Frito-Lay brand. Advertising Change management Innovation

Why Strong Customer Relationships Trump Powerful Brands

Harvard Business Review

Since the birth of e-commerce, marketing experts have disagreed about the future role of brands. Others have prophesied an increasing importance of brand as a simple way to evaluate choices in an era of information overkill. It’s clear that brand building will only go so far.

6 Reasons Marketing Is Moving In-House

Harvard Business Review

This continues a trend The Association of National Advertisers first reported in 2013. A brand manager at a Fortune 100 company expressed deep frustration to me: “We want to connect to our customers in a new way.

Know When to Kill Your Brand

Harvard Business Review

Killing off brands is not a popular or pleasant thought, but we should consider it more often than we do. Some executives may be reluctant to admit – perhaps for sentimental or political reasons — that their brand is sucking out more value from the company than it creates.