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. Who owns the data? This must be kept in-house.

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

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

AUGUST 4, 2015

. “What I tell the new hires is that this is the one thing in the company that will never change, these values and principles,” claimed the P&G Near East general manager. By the 2000s, they had developed a methodology for a new class of culture-specific line extensions for specific markets, helping drive growth.

Globalization 8

Globalization Company Self-aware Merchandising 8

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. We must start to think differently about how business, management, and strategic intelligence works.

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

JANUARY 23, 2014

A few years ago Dave Ulrich, a management thought leader from the University of Michigan, made a comment I found both insightful and profound: “ Every leader needs to have a model of organization design.” An effective organization design model guides a manager in answering five fundamental questions in a thoughtful and well-integrated way.

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Harvard Business Review

MARCH 1, 2011

When sales once again started to slow in 2002 the campaign idea proved flexible enough to help revive the brand's fortunes once again. Messing with a much loved brand is never easy, but astute brand management involved ardent fans with the relaunch and enlisted another British icon, Paddington Bear, to bring the brand back to growth.

Brand 14

Brand Media Brand Management Globalization 14

Harvard Business Review

DECEMBER 23, 2021

Focus on products, narrative, pop culture, and customer needs.

Brand 20

Brand Succession Productivity Products 20

Harvard Business Review

JULY 24, 2014

A brand can’t just be a promise; it must be a promise delivered. And brand stewardship can no longer be under the exclusive purview of marketing departments and brand managers. Brands may drive communications activities, but little else. Brands may drive communications activities, but little else.

Brand 8

Brand Strategy Advertising Brand Management 8

Harvard Business Review

DECEMBER 16, 2010

Frito-Lay has already made competition the cornerstone of its Super Bowl advertising , and Toyota , desperate to remind people what a wonderful corporate citizen it can be, invites aspiring innovators to suggest how the firm's technology can be used for good in unexpected ways. It's easy to marry a WWWabsite with a contest, for example.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

Harvard Business Review

OCTOBER 14, 2014

How do some brands manage to resonate so strongly with the public that they seem to get woven into the fibers of culture? Instead of following a single trend, the brand thrived on several complementary developments and so was able to lead its own movement. The Zumba brand flourishes in this self-reinforcing loop.

Long-term 8

Long-term Trends Brand Succession 8

Harvard Business Review

AUGUST 5, 2013

A pharmaceuticals company we''ve been studying decided to deploy more than 20,000 iPads and other mobile devices to the global sales force to improve its engagement with doctors in emerging and developed markets. For new investments this is about managing organizational change and driving use of information.

Organization 8

Organization CIO Compliance CRM 8

Harvard Business Review

JULY 9, 2013

Some companies now actively involve stars in their product development process and other aspects of their businesses. 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.

Creativity 8

Creativity Brand Advertising Video 8

In the CEO Afterlife

JUNE 8, 2016

As Ogilvy’s Ian MacKellar, who helped develop the current creative platform, would say: “For any campaign or creative idea, it helps to have a conflict, a tension, an enemy.” And everyone is trying to climb to the top of that to get ahead,” explains Heather Fadali, senior brand manager for coffee at Kraft Heinz, Nabob’s parent company.

Brand 100

Brand Brand Management Advertising Management 100

Harvard Business Review

MARCH 14, 2014

Food fads develop quickly in today’s marketplace. Ulukaya has said he launched Chobani with almost no money available for promotion or advertising because “deep down I knew I had something very good.” Put the product ahead of the brand. Brand management has hijacked the most important part about food: the product.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8