Harvard Business Review

NOVEMBER 4, 2015

In many ways, app developers, like popular consumer brands in a supermarket, are locked in a fight for two scarce resources: consumer attention and shelf space. It’s why brands invest heavily in marketing, pricing strategies, and store positioning to raise awareness, encourage engagement, and drive sales.

Development 8

Development Advertising Download Budgeting 8

Harvard Business Review

MAY 15, 2014

Let’s say you’re working in a new market, far away from headquarters, and you need to get approval for an initiative that is somewhat outside the company’s current strategy. As we spoke to them, Mansfield and his team shared five insights on how to work with senior management to get strategy-stretching innovations to market: 1.

Innovation 8

Innovation Marketing Disruptive Innovation Project 8

Harvard Business Review

SEPTEMBER 11, 2013

That phrase is increasingly shaping marketing decisions, and for good reason. What marketers should do. This trend has created an opportunity to develop engaging content that increases brand awareness. Ad dollars should go to developing useful and relevant apps that bond customers with the brand. "Mobile first."

Advertising 8

Advertising Loyalty ROI Brand 8

Harvard Business Review

AUGUST 18, 2015

Most of the features will be incorporated into Outlook 2013 and Outlook Web for Office 365, with more partnerships likely to come. Apple’s iPod started as a music-playing device, until it developed the iTunes music store and App Store to connect content providers and app develops to iPod users. Grow mobile.

First-mover Advantage 8

First-mover Advantage Advertising Business Model Brand 8

Harvard Business Review

SEPTEMBER 11, 2013

” That phrase is increasingly shaping marketing decisions, and for good reason. What marketers should do. This trend has created an opportunity to develop engaging content that increases brand awareness. Ad dollars should go to developing useful and relevant apps that bond customers with the brand.

Advertising 8

Advertising Loyalty ROI Brand 8

Strategy Driven

DECEMBER 6, 2013

The current social strategy of many Marketing and Ad Agencies goes something like: “It doesn’t matter if the content is good, as long as we get a celebrity to tweet it, the thing will go viral!” Yet any attempt to market to these hyperactive, frenzied, texting balls of estrogen would be rejected and loathed.

Marketing 50

Marketing Video Content Advertising 50

Harvard Business Review

NOVEMBER 6, 2015

The New Tools of Marketing. And tracking has become steadily more prevalent as marketing’s appetite for “big data” and “personalized” ad messages has grown from hunger to gluttony. See PageFair’s 2013 and 2014 reports). The new frontier of marketing will be service, not sales.

Advertising 8

Advertising CRM Long-term Short-term 8

Harvard Business Review

JUNE 27, 2013

In a recent Forrester survey of 100 customer experience professionals, nearly half of respondents said that their executive team''s strategy for customer experience is market differentiation. That''s why design and innovation consultancy Continuum created mood boards when developing a new restaurant concept for Bertucci''s called 2ovens.

Innovation 8

Innovation Forrester Business Model Long-term 8

Harvard Business Review

DECEMBER 28, 2012

So here are four innovation ideas — themes, really — sure to gain significantly greater mind- and market-share over the coming year. What policies and programs is your organization developing around badges? Late Night with Conan O'Brien" invites its viewers to download a 'watchalong' app. Individual empowerment.

Innovation 17

Innovation Trends Human Capital Venture Funding 17

Harvard Business Review

JUNE 23, 2015

Album sales are down 14%, single downloads are down 11%, and only the streaming services are up, 28%. Machine Shop began to offer its grassroots marketing services to other bands, film studios, TV networks, and brands. I had experience in marketing, business, and finance — all of it outside the traditional music business.

Business Model 8

Business Model Merchandising Restructuring Fashion 8

Harvard Business Review

OCTOBER 19, 2015

After two decades of failed efforts to spur innovation and competition in Europe’s lagging communications sector, the European Commission has promised “an ambitious overhaul” next year as part of its far-reaching Digital Single Market initiative. As a result, the U.S. based, with the rest coming from China.

Price 8

Price How To Policies Report 8

Harvard Business Review

JUNE 24, 2015

In a visionary setting, firms win by being the first to create a new market or to disrupt an existing one. Positional advantage is sustainable in a classical environment: the environment is predictable and develops gradually without major disruptions.

Strategy 8

Strategy Competitive Advantage Environment Execution 8