In the CEO Afterlife

JULY 24, 2011

by John • July 24, 2011 • Branding , Marketing • 3 Comments. ABSOLUT Vodka’s advertising campaign is one of the most successful and longest running consumer products campaigns in the history of advertising. Marketers operate in a dynamic world. Not in this case. Did you like this? Share it: Tweet.

CEO 100

CEO Advertising Brand Creativity 100

Strategy Driven

SEPTEMBER 25, 2014

Their understanding of the market allows them to start businesses with a high degree of insight about both their potential customers and competitors.”. Then, you might wonder why so many companies are getting it so wrong when it comes to how they market to them. Lessons Learned from Corporate Branding and Rebranding Efforts of Note.

Brand 63

Brand Advertising Diversity Competitive Advantage 63

In the CEO Afterlife

AUGUST 1, 2011

Old Brands. by John • August 1, 2011 • Branding , Marketing • 0 Comments. I realize I’ve been around a long time whenever I reminisce about the brands I was associated with in my early career. Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market.

Brand 170

Brand CEO Stage-Gate Marketing 170

Strategy Driven

AUGUST 11, 2020

If this is your first experience with a start-up, here are some top tips to help you build your brand successfully. Every step of starting a business will require you to do thorough research and to help create a top brand. To do that, assessing the market is where you will need to start. SEO & Other Digital Marketing.

Brand 73

Brand Succession How To Tactics 73

In the CEO Afterlife

AUGUST 1, 2011

Old Brands. by John • August 1, 2011 • Branding , Marketing • 0 Comments. I realize I’ve been around a long time whenever I reminisce about the brands I was associated with in my early career. Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market.

Brand 131

Brand CEO Stage-Gate Marketing 131

Harvard Business Review

SEPTEMBER 1, 2016

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. Measuring Marketing Insights. But what if these brand managers are wrong? But what if these brand managers are wrong? Insight Center. Sponsored by Google Analytics 360 Suite.

Marketing 9

Marketing Brand Management Brand Globalization 9

Harvard Business Review

JUNE 4, 2018

Thoughtfully managed, recommendations can prove far more valuable to marketers than for the customers they ostensibly serve. Recommendation engines not only generate useful data for analyzing customer desires; they can be harnessed to make tactical and strategic recommendations for marketers. Data-Driven Marketing.

Engineering 8

Engineering Marketing Advertising Brand Management 8

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.

Creativity 8

Creativity Marketing Advertising Metrics 8

Harvard Business Review

JULY 30, 2015

A new research report from the Society of Digital Agencies finds that in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. This continues a trend The Association of National Advertisers first reported in 2013.

Marketing 8

Marketing Advertising Trends 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. So when it decides its marketing organization needs rethinking, that’s a pretty big deal. And so should the shape, roles, and skills of the organization that calls itself marketing.

Marketing 8

Marketing Organization Brand Advertising 8

Harvard Business Review

MAY 10, 2013

The same thing is happening in marketing organizations. 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

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

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 15

Innovation Advertising Market Segmentation Brand 15

Strategy Driven

OCTOBER 29, 2012

OUCH QUESTION: Is your brand, product, or service market superior, and you haven’t elevated yourself to that position? NOTE WELL: Then there are the brands that USED to be #1 and have fallen to #2 or lower. 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

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. Here's a five-step checklist to ensure you stay relevant: 1.

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

JULY 25, 2011

This post is part of the HBR Insight Center Marketing That Works. Not long ago, market research shop Millward Brown released a ranking of the world's most valuable brands. The value of its brand was $153 billion, up 84 percent year on year. There's a lesson in this for every marketer.

Brand 14

Brand Brand Valuation Advertising Marketing 14

Harvard Business Review

JUNE 16, 2016

In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. What builds management perspectives? billion sales in India.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 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 6, 2013

firms are powered by "eccentric failed novelists" (presumably from agencies and consulting firms that are gifted at brand positioning and execution) and "visionary founders" (think Steve Jobs) who have created exceptional brands. But Chinese firms to not have to create a branding capability from scratch. He notes that U.S.

Brand 8

Brand Globalization Brand Management Long-term 8

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

In the CEO Afterlife

JUNE 19, 2011

A Boomer’s Advice to Marketers: Go Ahead, Make My Day. by John • June 19, 2011 • Life , Marketing , Strategy • 1 Comment. Today, we represent a marvelous marketing opportunity. Aha,” say the savvy marketers. The world’s best marketers are on to us. In the CEO Afterlife. Main menu Home.

Advice 147

Advice Marketing Marketing Strategy Brand 147

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

In the CEO Afterlife

OCTOBER 17, 2011

The CEO as Chief Brand Custodian. by John • October 17, 2011 • Branding , Human Resources , Leadership , Marketing , Strategy • 3 Comments. Never in the history of marketing has there been so much talk about branding. The blemish is the abdication of brand attention by top management.

Brand 168

Brand CEO Stage-Gate SWOT 168

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

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. And while ad agencies are interested in winning awards and such, brand managers are watching to see "if the ad moves the needle of brand perception.". So what's the magic formula?

Brand 8

Brand Advertising Storytelling Audience 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

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 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

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

MARCH 15, 2023

You can’t deliver a modern customer experience with a dated approach.

B2B 18

B2B Tools Brand Management Advertising 18

Harvard Business Review

MAY 25, 2022

Strategies for when your brand becomes associated with a noxious public figure.

Brand 20

Brand Strategy Public Relations Crisis Management 20

Harvard Business Review

MARCH 9, 2023

A look at what often goes wrong — and how companies can get it right.

Company 17

Company Brand Management Advertising Brand 17

Harvard Business Review

DECEMBER 23, 2021

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

Brand 20

Brand Succession Productivity Products 20