Eric Jacobson

JUNE 29, 2019

Any leadership devise meant to inspire and connect – whether a public speech, an investor pitch, a motto, or an advertising message—is effective when it tells a story. Read this insightful and practical guide to learn Pedersen’s eight-step approach for building a great and enduring brand. They bind us.

Brand 50

Brand Competitive Advantage Executive Coaching Brand Management 50

Women on Business

JUNE 26, 2012

A company’s brand is how consumers experience a company, its products, or services. Successful entities recognize that brand management is the responsibility of the organization. Companies can choose to deliver an effective brand experience, or not. Tara Hornor.

Brand 211

Brand Brand Management Retail Advertising 211

N2Growth Blog

APRIL 20, 2010

The preceding description paints the perfect illustration of why branding is one of my favorite topics…It is complex. Unless you are a very large enterprise it is unlikely that you have the time, money, staffing, or external professional relationships to execute a brand management strategy such as the one outlined above.

Brand 271

Brand Blog How To Public Relations 271

In the CEO Afterlife

AUGUST 1, 2011

After the stint at Bristol-Myers, I moved on to Beecham Products (now GlaxoSmithKline) as Brand Manager of Brylcreem Hairdressing, Macleans Toothpaste and Silvikrin Shampoo. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. link] #branding #marketing #advertising #design Follow Me on Twitter.

Brand 170

Brand CEO Stage-Gate Marketing 170

First Friday Book Synopsis

OCTOBER 11, 2015

Larry Light is the Chief Executive Officer of Arcature LLC, consultants in brand management. More recently, Light was the interim Global Chief Brands Officer of IHG.… Light was a senior executive and Board member at BBDO and President of the international division of Ted Bates.

Chief Executive Officer 70

Chief Executive Officer Brand Management Brand Globalization 70

In the CEO Afterlife

AUGUST 1, 2011

After the stint at Bristol-Myers, I moved on to Beecham Products (now GlaxoSmithKline) as Brand Manager of Brylcreem Hairdressing, Macleans Toothpaste and Silvikrin Shampoo. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. link] #branding #marketing #advertising #design Follow Me on Twitter.

Brand 131

Brand CEO Stage-Gate Marketing 131

Strategy Driven

AUGUST 11, 2020

SEO tactics, email marketing and pay-per-click advertising are all great examples of additional digital marketing tools. Like social media, these tactics have become essential for businesses to market their products and boost their brand visibility. This way you will be reaching the right audience and will see better results.

Brand 73

Brand Succession How To Tactics 73

Harvard Business Review

DECEMBER 11, 2012

Such thinking might have reminded the banking giant that the new normal for advertisers is a highly vigilant, social media savvy public, always on the lookout for hypocrisy. And, in what must be bitter irony for the brand's managers, it just so happens to be the title of the ill-conceived ad itself. It's a solid piece of advice.

Advertising 16

Advertising Banking Audience Media 16

Harvard Business Review

FEBRUARY 22, 2013

Filmmakers are gods, TV producers are wannabes, and ad execs are scum (a recent Ad Age survey put the advertising profession below politicians on the respectability scale). 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.

Productivity 9

Productivity Products Storytelling Advertising 9

Harvard Business Review

JUNE 25, 2014

Marketers worldwide grew up with John Wanamaker’s famous marketing aphorism, “Half of my advertising is wasted; I just don’t know which half.” This new reality has sparked global Game of Thrones- like hostility and rivalry in the marketing and advertising communities. Ignorance is now a choice, not an excuse.

Creativity 8

Creativity Marketing Advertising Metrics 8

Harvard Business Review

MARCH 20, 2013

With another new season of Mad Men fast approaching, the changing nature of advertising, and along with it the role of ad agencies in the creation of ads, is once again in the spotlight. The transformation of advertising reflects this shift in several important ways: First consider identity.

Innovation 15

Innovation Advertising Market Segmentation Brand 15

Harvard Business Review

SEPTEMBER 1, 2016

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. But what if these brand managers are wrong? The head office, meanwhile, takes the position that achieving scale justifies losing some local customers in return for global efficiencies. Insight Center.

Marketing 9

Marketing Brand Management Brand Globalization 9

Harvard Business Review

JUNE 4, 2018

That makes simple and engaging user experience design for management key. Practically everything a digitally-dependent knowledge worker sees, hears, or swipes can become a recommendation. Their goal is not to sell more, but to learn more about prospects.

Engineering 8

Engineering Marketing Advertising Brand Management 8

Harvard Business Review

JULY 30, 2015

This continues a trend The Association of National Advertisers first reported in 2013. Agencies are stuck on advertising. A brand manager at a Fortune 100 company expressed deep frustration to me: “We want to connect to our customers in a new way. I’m sick of it.

Marketing 8

Marketing Advertising Trends Brand 8

Harvard Business Review

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. Their honey pot is the $50-billion-a-year market for digital advertising.

CPM 8

CPM Advertising Marketing Supply Chain 8

Harvard Business Review

MARCH 20, 2013

With another new season of Mad Men fast approaching, the changing nature of advertising, and along with it the role of ad agencies in the creation of ads, is once again in the spotlight. The transformation of advertising reflects this shift in several important ways: First consider identity.

Innovation 8

Innovation Advertising Market Segmentation Brand 8

Harvard Business Review

JUNE 24, 2014

Unilever is one of the world’s consumer marketing powerhouses, with annual advertising expenditures totaling nearly $9 billion. Yet in most companies the organization structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago.”.

Marketing 8

Marketing Organization Brand Advertising 8

Harvard Business Review

JULY 25, 2011

Historically, they spent more on advertising than any other sector of the US economy. (GM It took a near-death experience to drive home one critical insight: you can advertise and promote all you want, but the ultimate "brand manager," post purchase, is the product itself. GM used to out-spend even Procter & Gamble.)

Brand 14

Brand Brand Valuation Advertising Marketing 14

Strategy Driven

OCTOBER 29, 2012

CAUTION: Leave PR, marketing, and advertising out of the equation, or you may NEVER get to the truth. My recommendation is hire an outside branding company, and at least get a new perspective on the outsideworld (your customers and the marketplace) and the inside world (your people). Interview departed employees.

Brand 50

Brand Reputation Customer Loyalty Industry 50

Harvard Business Review

JUNE 6, 2013

First, other global firms have a deep bench of seasoned brand strategist supported by rich and varied set of brand management systems and tools that are lacking in Chinese firms. Both are largely based on the brand management effort pioneered by P&G some 75 years ago and extended by the many P&G progeny.

Brand 8

Brand Globalization Brand Management Long-term 8

Harvard Business Review

MARCH 29, 2012

A few years ago, community managers did not exist. Yet with 67% of surveyed brand managers planning to launch social media campaigns in the next 12 months, community managers are now amongst the most sought after marketing professionals.

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

JULY 29, 2014

When she joined the agency in 1971, she was one of few women in the advertising field. Twenty-six years later, having steered successful branding efforts for clients such as IBM, Ford, American Express and Unilever, she was named its Chairman and CEO. and Blackstone recommend to people who want to build their own brand?

Brand 8

Brand CEO Mission Statement Career 8

Harvard Business Review

NOVEMBER 25, 2013

For example, brand managers and advertising agencies alike increasingly make sentiment analysis part of how they assess public perceptions. Instead of “data being the plural of anecdote,” 80/20 anecdotes emerge from the data: that is, committing to 80/20 KPIs inspires new analytic narratives.

Due Diligence 11

Due Diligence KPI Loyalty Information Technology 11

Harvard Business Review

JUNE 16, 2016

Maybe a brand manager is moved to a different department, but little else changes – the same consultants are hired, the same “best practices” are pursued – and organization itself rarely actually learns. .” ” Nestlé was not able to cope with that – but a competitor was.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 8

Harvard Business Review

MAY 10, 2013

Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. When developing an advertising campaign we are often too focused on the question of "What do we need to say?" The same thing is happening in marketing organizations.

Tools 11

Tools Marketing Power Brand 11

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. It also includes traditional advertising tactics and public awareness campaigns from Dove''s Real Beauty Sketches to a Lifebuoy hand-washing campaign delivered by roti in India. Behind every great communicator is a great strategy.

Media 9

Media Public Relations Brand Video 9

Harvard Business Review

FEBRUARY 1, 2013

But times have changed, and there's generally no escaping the teasers or crowdsourcing that are now part of the language of modern advertising. 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 8

Brand Advertising Storytelling Audience 8

Harvard Business Review

AUGUST 4, 2015

Just as the PVP became institutionalized throughout the organization, validating the assumption that “we’re all the same,” brand managers and product developers learned the opposite lesson: “We’re all different.”

Globalization 8

Globalization Company Self-aware Merchandising 8

Harvard Business Review

MARCH 8, 2023

Only half of chief executives are confident they are able to provide high-quality digital experiences to customers, according to a new survey.

Execution 22

Execution Survey Quality Brand Management 22

Harvard Business Review

MARCH 13, 2023

Instead, build an “experience chain” that aligns the customer journey across physical and digital channels.

Team 21

Team Price Brand Management Advertising 21

Harvard Business Review

MAY 31, 2013

Consider slide 5, which highlights just how much advertising opportunity there is on mobile devices ( if only we could figure out how to do that ). billion internet users across the globe. Then there''s slide 24, on the rapid growth of fitness data on mobile and wearable devices. — Andy O''Connell. But Not For More than 20 Seconds.

Dunning 8

Dunning Kleiner Kaplan IPO 8

Harvard Business Review

MARCH 20, 2023

As technology becomes more powerful and affordable, your company is only limited by its imagination.

Technology 21

Technology Power Company Brand Management 21

In the CEO Afterlife

OCTOBER 17, 2011

Is it any wonder private labels exploit the weaknesses of neglected brand-names that continually discount and line extend for upticks in volume? Today’s economy screams for change in the process of branding. I’m not suggesting restructuring the entire brand management system. Bad design lectures. Follow me here.

Brand 168

Brand CEO Stage-Gate SWOT 168

Harvard Business Review

MARCH 17, 2023

Your strategy should be driven by relationship-building — not shiny new tech.

Technology 20

Technology Strategy Brand Management Advertising 20

Harvard Business Review

JUNE 14, 2023

Authenticity is among Gen Z’s most important values. They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science.

Brand 12

Brand Influence Reputation Technology 12

Harvard Business Review

MARCH 14, 2023

Takeaways from an analysis of the American Customer Satisfaction Index.

Analysis 20

Analysis Market Segmentation Brand Management Advertising 20

Harvard Business Review

JANUARY 23, 2014

A successful organization design therefore, as Jay Galbraith of the Center for Effective Organizations pointed out years ago, includes linking or integrating mechanisms, such as an account management function to coordinate activities—creative, design, brand management, and so forth—on behalf of the client within an advertising agency.

Ulrich 8

Ulrich Cost Efficiency Consultative 8