Harvard Business Review

JULY 15, 2014

She traveled the world giving presentations that featured these artifacts to illustrate the company’s brand promise through a visceral experience that no brochure or blog post could match. Given the skills and span of responsibility required, this function should sit in the marketing department.

Marketing 10

Marketing Storytelling Brand Marketing Mix 10

Harvard Business Review

MARCH 29, 2013

Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market. It has spawned more than 70 TV ads, hundreds of outdoor and print ads, and numerous other adaptations across the marketing mix.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

APRIL 1, 2013

That's the rallying cry I've heard from widely read female bloggers over age 49, who are frustrated that a well-established cadre of younger women with young children — known as "mommybloggers" — garner extensive promotional contracts with major brand advertisers, while Boomer-aged women online are often ignored.

Marketing 8

Marketing Freedman Forrester Fashion 8

Harvard Business Review

MAY 23, 2012

Chances are there are higher returns to be had elsewhere in your marketing mix. Southwest Airlines' shared value revolves around the democratization of air travel. Stop bombarding consumers who don't want a relationship with your attempts to build one through endless emails or complex loyalty programs. No, they don't.

Aaker 19

Aaker Brand Marketing Mix Marketing 19