2015, Brand Management and Marketing

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2015

Brand Management

Marketing

Taking a Step Back Doesn’t Always Move You Forward

In the CEO Afterlife

JULY 26, 2016

Early in my career, when I worked for a couple of big companies in brand management, I joined my colleagues in nodding to the notion of taking a step back. That means nimbleness, laser-like focus, and market specialization. The answer is by out-spending their competitors and/or investing in acquisitions to increase market clout.

Brand

Brand Learning-by-Doing Brand Management Proposal

The Right Way to Use Analytics Isn’t for Planning

Harvard Business Review

JUNE 16, 2016

In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. Laura Schneider for HBR. The failures continue.

Planning

Planning Competitive Intelligence Pharmaceuticals Brand

Leadership Digital

Taking a Step Back Doesn’t Always Move You Forward

The Right Way to Use Analytics Isn’t for Planning

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