Harvard Business Review

JULY 30, 2015

This continues a trend The Association of National Advertisers first reported in 2013. Mitch Joel , president of Mirum, recently has also noticed this movement of agency talent to the client side , calling it one of the most disruptive trends in the industry right now. Agencies are stuck on advertising. 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 29, 2012

billion , entrepreneurial companies with technology at their core have disrupted entire industries and threatened or eliminated incumbents. A few years ago, community managers did not exist. Marketers no longer live in an above-the-line world; instead, direct-response and pay-per-click advertising have entered the mix.

Technology 15

Technology Venture Capitalist CIO ROI 15

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 15

Brand Brand Valuation Advertising Marketing 15

Harvard Business Review

NOVEMBER 25, 2013

Remote diagnostics and maintenance networks empower industrial equipment firms to simultaneously ask and identify which 20% of its customers generate 80% of the most interesting and/or unexpected uses for the equipment? Of course, subtler and more nuanced 80/20 KPIs can be winkled out from expanding data sets.

Due Diligence 12

Due Diligence KPI Loyalty Information Technology 12

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

MAY 10, 2013

Big Data" is the latest buzzword in our industry. 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?"

Tools 11

Tools Marketing Power Brand 11

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

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

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

JULY 9, 2013

Perhaps one of the most significant celebrity/brand marriages is between Justin Timberlake and MySpace, the once-fledgling online music sharing service. Companies are also more focused on innovation than ever before, so they need fresh perspectives—especially from outside their industries. Advertising Marketing'

Creativity 8

Creativity Brand Advertising Video 8

In the CEO Afterlife

APRIL 10, 2011

Pick an industry on a growth curve. The leaders of these companies aren’t ‘managing the store’; they’re building new stores. Upon graduation, I wanted to work in Brand Management or Advertising. I joined Bristol Myers, managed a territory and made local decisions – albeit on a small scale. There’s a link.

CEO 170

CEO Advice Company Competitive Advantage 170

In the CEO Afterlife

MARCH 21, 2011

Unlike BP, who mismanaged an accident, Halliburton and Monsanto self-inflicted the ethical decline of their brand image over many years. The majority of Halliburton’s revenue is from the sale of products and services to the oil and gas industry. PS: I was the Canadian Brand Manager of Brylcreem during the demise.

Brand 140

Brand CEO Long-term Crisis 140

In the CEO Afterlife

JUNE 8, 2016

Today, Nabob faces yet another challenge: finding its place in the quickly dilating coffee industry. Speciality coffee shops are competing with retail brands for consumers’ attention in the grocery aisle, new coffee formats are being introduced (such as single-cup brewing systems), and U.S. competitors are entering the market.

Brand 100

Brand Brand Management Advertising Management 100

Harvard Business Review

MARCH 14, 2014

Amid this changing environment, you’ll find rows and rows of marketing teams at the Mid-Western headquarters of America’s largest food companies — in no industry does marketing appear to play a more prominent role. 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

Harvard Business Review

AUGUST 9, 2018

.” Other luxury brands encourage you to think about your status as an asset and speak to your desire to maintain your status as it is. For hundreds of years, the luxury, fashion, and high-end industries have used these techniques to attract buyers, tapping into people’s desire to be at the top of the hierarchy.

Marketing 8

Marketing Politics Brand Comparison 8