Strategy Driven

SEPTEMBER 25, 2014

They are so far off base that one recent article noted that 91% of women believe that advertisers simply “don’t understand” when it comes to the female consumer. It’s not that advertisers are deliberately approaching women in the wrong way because they do have a lot at stake with their targeted advertising campaigns.

Brand 63

Brand Advertising Diversity Competitive Advantage 63

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

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

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 170

Brand CEO Stage-Gate Marketing 170

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 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

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 is also usually the more powerful voice in the organization, with a veto over local managers. Insight Center. Turning data into action.

Marketing 9

Marketing Brand Management Brand Globalization 9

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

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

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

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

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

MARCH 29, 2012

But as more traditional businesses are being run on software and a larger component of a company's customer experience is being delivered online, everyone from marketing to general management needs to take notice. A few years ago, community managers did not exist.

Technology 14

Technology CIO Venture Capitalist ROI 14

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 Brand Management Globalization Long-term 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 15

Brand Brand Valuation Advertising Marketing 15

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 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

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

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

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. ” Successfully managing with culture in mind is an art based on judgment – like a tightrope act, it hinges on balance.

Globalization 8

Globalization Company Self-aware Merchandising 8

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. Yet, Unilever has managed to bundle them all under one umbrella, the Unilever Sustainable Living Plan. The business case for corporate social responsibility (CSR) is becoming easier and easier to make.

Media 9

Media Public Relations Brand Video 9

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

In the CEO Afterlife

OCTOBER 17, 2011

They endorse a whack of dough into media and they continue to extend brand names into other categories, but they aren’t spearheading brand equity growth. The reason: a fundamental flaw in the management process that is supposed to renew brand health. The blemish is the abdication of brand attention by top management.

Brand 168

Brand CEO Stage-Gate SWOT 168

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

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

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 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 23

Execution Survey Quality Advertising 23

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

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

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 11

Brand Influence Reputation Technology 11

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