Harvard Business Review

SEPTEMBER 6, 2011

To keep their companies in shape, managers must explain to employees what customers experience and expect. The head of marketing is typically charged with gathering market research on customers and their expectations. 1: The head of marketing brings customer research to life for employees by creating customer personas.

Process 13

Process Marketing Bottom-up Brand Management 13

Harvard Business Review

AUGUST 23, 2018

Truth is, you can have the right portfolio of investments, the right metrics and governance, the right stage-gate development process, and the right talent on the right teams — but if you don’t design the right handoffs between your teams, all of that planning falls apart. How do you prevent a drop-off?

Project 8

Project Innovation Team Stage-Gate 8

Strategy Driven

AUGUST 19, 2011

.’ Just this week, I sat in on a client management meeting during which the president and owner of the company told her team that she wanted ‘buy in’ from the team before putting a strategy in place. Warring camps develop, each seeking supremacy in what has become a political organization.

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

JANUARY 23, 2013

There's not a brand manager, health care administrator, CMO or CIO who wouldn't benefit big-time from benchmarking their own operations to this campaign's. The team "regularly tested" as many as 18 variations on subject line and email copy. All these near-real-time "market" data helped determine resource allocation.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

AUGUST 25, 2016

The greater your or your team’s decision rights, the more empowered and accountable you are. That is, digitally linking the relevant individuals and teams identified in a RACI review should be straightforward. Decision rights are needed to determine and define how brand management and data management collaborate.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. As a consultant, the CMO group at VISA gives advice to the country teams on how to interpret and take action on tracking studies.

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

JUNE 13, 2014

Other start-ups develop a core technology that has myriad possible uses and they’re not quite sure which will be most appealing, so they plan to just put it out on the market and let customers decide. Approaches like these overlook the importance of brand strategy as the foundation for a successful launch.

Brand 8

Brand Ries Entrepreneur Agility 8

Harvard Business Review

MARCH 13, 2018

Employee brand engagement differs from “employer branding” or “employment branding,” terms that refer to an organization’s efforts to enhance its image to attract and retain talented employees. MGM also developed a communications campaign that reached all employees from all angles.

Company 11

Company Brand Report Training 11

Harvard Business Review

AUGUST 4, 2015

Through trial and error, P&G, like so many other globalizing firms, overcame initial stumbles and became more adept at customizing products to local markets. By the 2000s, they had developed a methodology for a new class of culture-specific line extensions for specific markets, helping drive growth. Recategorize.

Globalization 8

Globalization Company Self-aware Merchandising 8

HR Digest

JUNE 27, 2021

Hard skills can be an exhaustive list, hence we have pared it down somewhat to include technical and management skills. Brand Management. Supply chain management. Affiliate marketing. Supply chain management has become the most important cog of this big digital eco system. Cloud computing. Video production.

Skills 116

Skills Supply Chain Emotional Intelligence Affiliate Marketing 116

Harvard Business Review

OCTOBER 30, 2012

Ford, for example, reengineered its global product development process to keep all parties, including suppliers, up to date on the status of new products in its pipeline. And they are using long-established approaches such as sharing data, online standards and templates, and using teams that map processes. Knowledge work redesign.

Process 15

Process Strategy Offshoring Information Technology 15

Harvard Business Review

MARCH 7, 2012

Developing an integrated communications capability within your organization will give you just that. It will also enhance your reputation and the value of your brand. A strong strategic foundation: Many organizations view their communication teams as a service resource or as process enablers. It's essential to your business.

Brand 14

Brand Audience Tools Planning 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

SEPTEMBER 27, 2013

We recently worked with a department store retailer and a team of analysts looking for creative insights into customer loyalty. In our experience, they can come either from the experience of an expert in the sector or brand, as was the case in the previous example, or from qualitative research using observation or in-depth interviews.

Analysis 8

Analysis Loyalty Customer Loyalty Retail 8

Harvard Business Review

MARCH 1, 2011

15 years ago Marmite's own "Love It or Hate It" campaign evolved out of a difference of tastes among the creative team at DDB London. The campaign's longevity and fame reflects the fact that even in its country of origin, the brand's strong taste is "challenging." In 2010, the brand spoofed the British elections.

Brand 14

Brand Media Brand Management Globalization 14

N2Growth Blog

JUNE 11, 2010

Become a part of them as opposed to a vendor to them …This is a difficult concept for old-school marketers to get their arms around, but a critical one nonetheless. Remember that connections are not the same thing as relationships, but that connections can develop into relationships with the proper effort on your part.

Media 407

Media Influence Blog Real Estate 407

Harvard Business Review

APRIL 21, 2015

Mostly, brands that play in the gender space, so to speak, go for traditional male or female associations, and for good financial reasons. A team led by Theo Lieven, a researcher at the University of St. Last year the team published a fascinating list of 140 brands, ranked by consumers’ gender impressions and brand equity.

Brand 8

Brand Aaker Participative Media 8

Harvard Business Review

SEPTEMBER 20, 2013

For example, a product evaluating nonprofit organizations may be highly useful to a wealth manager seeking to help his client to select a charity as part of a value-added tax efficiency service. Implement the test programs with defined roles and responsibilities for the Test Program Owner, as well as the execution team.

Execution 8

Execution Metrics Content Christensen 8

Harvard Business Review

AUGUST 9, 2016

Read more from Google Analytics 360 Suite: Rethinking Marketing Measurement from the Ground Up. 3 Ways Marketing Organizations Can Make Data More Actionable. As a result, respondents said the business doesn’t develop the right insights, get the information to the right people, or make the moves that could add real value.

Marketing 8

Marketing Content Insurance Brand 8

Eric Jacobson

AUGUST 8, 2018

Debbie Laskey developed her brand marketing and communications expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the nonprofit arena, and the insurance industry. All aspects of business have been affected from technology to human resources to marketing.

Brand 50

Brand Tips Media Customer Loyalty 50

Harvard Business Review

JULY 24, 2014

David Packard, co-founder of Hewlett-Packard, once observed that “Marketing is too important to be left to the marketing people.” A more current corollary might be, “Brand-building is too important to be left to the brand people.”. A brand can’t just be a promise; it must be a promise delivered.

Brand 8

Brand Strategy Advertising Brand Management 8

Harvard Business Review

FEBRUARY 3, 2017

In some technology companies, for example, software development is critical to business success. So the best-performing companies in this industry make sure that software development roles are filled with star talent. In other industries brand management matters more, so the A players tend to be clustered there.

Company 8

Company Sample Software Brand Management 8

Harvard Business Review

NOVEMBER 26, 2012

The CMO, who didn't "own" the product line but was responsible for brand and strategic positioning, said that he understood the value proposition but felt it blurred the "premium" positioning he wanted that product to have. He wouldn't approve any further development. Apparently, it doesn't matter. There was no good answer.

Venture Capitalist 8

Venture Capitalist Due Diligence Innovation Brand 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

In the CEO Afterlife

JUNE 8, 2016

As Ogilvy’s Ian MacKellar, who helped develop the current creative platform, would say: “For any campaign or creative idea, it helps to have a conflict, a tension, an enemy.” competitors are entering the market. Nabob has seen many during its 120 years in the coffee biz. There is exponential growth to be had.

Brand 100

Brand Brand Management Advertising Management 100

Harvard Business Review

MARCH 14, 2014

If you’ve been in a grocery store lately, you probably know the rest — the brand caught on quickly. But for years, as Chobani gobbled up market share, the major food companies stuck to their regular lines of yogurt. Food fads develop quickly in today’s marketplace. But despite this manpower, “Big Food” missed Greek yogurt.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8