Eric Jacobson

JUNE 29, 2019

Product can be copied. Any leadership devise meant to inspire and connect – whether a public speech, an investor pitch, a motto, or an advertising message—is effective when it tells a story. Read this insightful and practical guide to learn Pedersen’s eight-step approach for building a great and enduring brand. Patents expire.

Brand 50

Brand Competitive Advantage Executive Coaching Brand Management 50

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. I spoke recently to a fairly senior regional manager at a large multi-national in the food sector.

CEO 100

CEO Advertising Brand Creativity 100

In the CEO Afterlife

MARCH 21, 2011

Call it a hiccup or a long-term slump; every brand faces a crisis. The J&J folks set the crisis management standard for all others to follow—to be prepared for that inevitable day when disaster WILL strike. The majority of Halliburton’s revenue is from the sale of products and services to the oil and gas industry.

Brand 140

Brand CEO Long-term Crisis 140

Strategy Driven

AUGUST 11, 2020

You must also make sure your brand stands out from other companies, especially ones that are offering similar products/services to yours. Always keep yourself updated on consumer’s demands and trends in the marketplace to keep your brand relevant. SEO & Other Digital Marketing.

Brand 73

Brand Succession How To Tactics 73

In the CEO Afterlife

JUNE 19, 2011

As a young Brand Manager, I pounced on consumer insecurities, pumping products that solved bad breath, armpit odor, yellow teeth and bad skin. Those were the heyday of problem/solution brands such as Scope Mouthwash, Ban Deodorant, Ultra Brite Toothpaste and Clearasil Cream. They know we can well afford their products.

Advice 147

Advice Marketing Marketing Strategy Brand 147

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

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. Today’s economy screams for change in the process of branding. Bad design lectures.

Brand 168

Brand CEO Stage-Gate SWOT 168

Harvard Business Review

FEBRUARY 22, 2013

The sheer size of the "big screen," Hollywood's confidence that their product can hold audience attention for upwards of three hours, and budgets that run into the hundreds of millions, all proclaim the dominance of their art form. Of course, these assumptions are becoming obsolete faster than most audiences or advertisers realize.

Productivity 9

Productivity Products Storytelling Advertising 9

Harvard Business Review

NOVEMBER 19, 2021

Research on why people are drawn to goods that feel artisanal and handmade.

Productivity 18

Productivity Products Brand Management Advertising 18

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, meanwhile, takes the position that achieving scale justifies losing some local customers in return for global efficiencies. Insight Center.

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

Strategy Driven

OCTOBER 29, 2012

Here are more painful ‘reputation’ questions about your company and your products : What are you doing to build it? Apple is the classic example of a brand, with products that back it up. Only Apple stands alone not comparing themselves to other products unless it’s a joke. Are you the dominant brand?

Brand 50

Brand Reputation Customer Loyalty Industry 50

Harvard Business Review

JUNE 4, 2018

That makes simple and engaging user experience design for management key. Practically everything a digitally-dependent knowledge worker sees, hears, or swipes can become a recommendation. Their goal is not to sell more, but to learn more about prospects.

Engineering 8

Engineering Marketing Advertising Brand Management 8

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

JULY 25, 2011

Yes, Apple spends lavishly on promoting its brand, but the study attributed the spike in brand valuation to the impact of two products — the iPad and, to a lesser extent, the iPhone. Want to build a powerful brand? Ask yourself if your products (or services) could serve as ambassadors for your brand.

Brand 14

Brand Brand Valuation Advertising Marketing 14

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

DECEMBER 23, 2021

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

Brand 20

Brand Succession Productivity Products 20

Harvard Business Review

AUGUST 9, 2018

Finally, we also had information on their social status, which we measured as a joint product of their income and education. To test this possibility, we randomly showed 403 participants (on Amazon’s Mechanical Turk survey platform) one of three advertisements for the same eyewear product as part of an online survey.

Marketing 8

Marketing Politics Brand Comparison 8

Harvard Business Review

MARCH 29, 2012

The New York Times and other traditional publishers are launching digital products tailored to the mobile web. 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.

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

MARCH 14, 2014

Big Food has a proven formula for its products that involves controlling the message and the channel. Companies build consumer awareness through paid media and get products in front of customers by offering promotional dollars to supermarkets to display products prominently in the aisles. Put the product ahead of the brand.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 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? These brands create their own cultural movements or advance emerging ones in ways that position themselves as the arbiters of popular culture. The Zumba brand flourishes in this self-reinforcing loop.

Long-term 8

Long-term Trends Brand Succession 8

Harvard Business Review

JULY 9, 2013

Some companies now actively involve stars in their product development process and other aspects of their businesses. Undoubtedly, some of these relationships are simply glorified brand endorsements and can be classified as CDINO (Creative Director In Name Only), but some celebrities are having a bona fide impact on companies.

Creativity 8

Creativity Brand Advertising Video 8

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! I haven't a clue.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

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. .” The test of a capability is not in management action but in management learning.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 8

Harvard Business Review

AUGUST 4, 2015

In the 1990s, P&G, like other companies, sought to take advantage of global scale and technology platforms, rolling out their products worldwide. But just as tastes for food differ, so do preferences for toothpaste, diapers, soap, and feminine hygiene products.

Globalization 8

Globalization Company Self-aware Merchandising 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. 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

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. It also includes traditional advertising tactics and public awareness campaigns from Dove''s Real Beauty Sketches to a Lifebuoy hand-washing campaign delivered by roti in India. Behind every great communicator is a great strategy.

Media 9

Media Public Relations Brand Video 9

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

Are you competing on the basis of on-going product or technological innovation? For example, new product development may be the lifeblood of a consumer products company—and thus need to be cultivated and resourced carefully—while in a low-cost producer, or fast follower company, product development may be only a nice-to-have activity.

Ulrich 8

Ulrich Cost Efficiency Consultative 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

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