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

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

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 Venture Capitalist CIO 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 Globalization Brand Management Long-term 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

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. Another great example is Bruno Sarda, Sustainability Operations Director at Dell. Yet, Unilever has managed to bundle them all under one umbrella, the Unilever Sustainable Living Plan.

Media 9

Media Public Relations Brand Video 9

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

In the CEO Afterlife

JUNE 19, 2011

We operate by the mantra of “use it or you lose it.” As a young Brand Manager, I pounced on consumer insecurities, pumping products that solved bad breath, armpit odor, yellow teeth and bad skin. link] #branding #marketing #advertising #design Follow Me on Twitter. Sure, we have our insecurities. Follow me here.

Advice 147

Advice Marketing Marketing Strategy Brand 147

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. The primary challenge for most brands today is differentiation. Engaging a celebrity with a unique personality or point of view can help separate a brand from its competitors.

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. So why don’t they reduce the number of operations? The leaders of these companies aren’t ‘managing the store’; they’re building new stores. I’m guessing she does a good job managing a big store but think entrepreneurially?

CEO 170

CEO Advice Company Competitive Advantage 170

In the CEO Afterlife

JUNE 8, 2016

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. The change in management, which included Bell and Powell, meant a big change in how the company would operate in the following decades.

Brand 100

Brand Brand Management Advertising Management 100

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