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

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 14, 2023

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. The author offers five lessons for brands who want to tap into this era of influencers and make authentic connections with Gen Z.

Brand 12

Brand Influence Reputation Technology 12

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

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. In the 1990s, P&G, like other companies, sought to take advantage of global scale and technology platforms, rolling out their products worldwide.

Globalization 8

Globalization Company Self-aware Merchandising 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

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

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

MAY 13, 2022

New research looks at when it works to bid on ads for a competitor’s keywords — and when it backfires.

Brand Management 19

Brand Management Advertising Brand Technology 19

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. That's Quite A Coup, Onward Group!

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

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

OCTOBER 14, 2014

How do some brands manage to resonate so strongly with the public that they seem to get woven into the fibers of culture? Like other brands that manage to elevate their perceived value above the merely commercial exchange of goods or services for money, Zumba believes it is on a mission.

Long-term 8

Long-term Trends Brand Succession 8