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. What it takes to make the successful shift to open innovation is always an important theme in our discussions. Take Doritos, a Frito-Lay brand.

Innovation 8

Innovation Advertising Market Segmentation Brand 8

Harvard Business Review

JUNE 4, 2018

Thoughtfully managed, recommendations can prove far more valuable to marketers than for the customers they ostensibly serve. Calendar managers visually and acoustically suggest scheduling options and priorities. That makes simple and engaging user experience design for management key.

Engineering 8

Engineering Marketing Advertising Brand Management 8

Strategy Driven

OCTOBER 29, 2012

What are you doing to innovate it? Apple is the classic example of a brand, with products that back it up. They don’t have to talk about their competition – Apple is the innovator. Are you the dominant brand? CAUTION: Leave PR, marketing, and advertising out of the equation, or you may NEVER get to the truth.

Brand 50

Brand Reputation Customer Loyalty Industry 50

Harvard Business Review

MARCH 29, 2012

A 2011 IBM study of over 3,000 CIOs revealed that CIO-CEO alignment is stronger than ever, with traditional companies aggressively investing in technology innovation. A few years ago, community managers did not exist. In recent years, incumbents have fought back.

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

NOVEMBER 25, 2013

Indeed, even organizations where top management keeps their eyes glued to KPI-driven dashboards have trouble agreeing on what their Top Ten Most Important Customer/Client 80/20 analytics should be. Should management refine and dig deeper into existing 80/20 KPIs? is the challenge top management needs to both ask and rise to.

Due Diligence 11

Due Diligence KPI Loyalty Information Technology 11

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

MAY 10, 2013

Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. Thinking in terms of desired consumer behavior can unlock innovative strategies. The same thing is happening in marketing organizations. Pull lever X, out will pop Y as a result.

Tools 11

Tools Marketing Power Brand 11

In the CEO Afterlife

OCTOBER 17, 2011

So, wouldn’t you expect a heck of a lot more company attention to commercial brands? Wouldn’t you expect greater care in stewarding brand identity, personality, positioning, single-mindedness, and strategic consistency? Wouldn’t you expect more innovation? The blemish is the abdication of brand attention by top management.

Brand 168

Brand CEO Stage-Gate SWOT 168

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

DECEMBER 16, 2010

These six ideas emerged in 2010 as powerful "innovation invitations" and seem sure to intensify in power and influence. They'll increasingly be a source of, and resource for, innovation differentiation in 2011, if not for your organization, then for the firm you most dread competing against. That's right. Contestification.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

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

AUGUST 5, 2013

Over the next two years, this change in how sales people interact with customers will redefine what the product content will be, how the sales staff will use a new CRM platform to record visits online, and how new insights will be derived from these interactions across sales, marketing, and brand management — ultimately driving decisions.

Organization 8

Organization CIO Compliance CRM 8

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

Sixty-five innovative operations - four in the state of California alone. EA says that would stifle innovation. The leaders of these companies aren’t ‘managing the store’; they’re building new stores. The leaders of these companies aren’t ‘managing the store’; they’re building new stores. Does it excite you?

CEO 170

CEO Advice Company Competitive Advantage 170

In the CEO Afterlife

JUNE 8, 2016

Years later, it took on bigger players by introducing new innovative packaging to the market, and subsequently carving out a double-digit share when few thought it could be done. 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 13, 2013

The latest innovation to attract detractors: promoted posts, in which a person or a company pays to have their status update prioritized in users' feeds. Facebook has never shied away from trying new things — even if its customers find those things unpalatable. Sigourney Weaver! Madonna!), Tea sales in the U.K.

Advertising 8

Advertising CIO Taylorism Taylor 8

Harvard Business Review

MARCH 14, 2014

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. End your obsession with ingredient cost.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8