Strategy Driven

MAY 27, 2023

During your MBA, you’ll learn the key elements of successful marketing and how to apply them globally. You’ll also learn about the importance of segmenting your audience and how to reach them in a more targeted way. The program is a great way to enhance your resume and increase your salary potential.

Marketing 107

Marketing Career Trends Advertising 107

LDRLB

MARCH 12, 2012

As a 23 year-old Macleans Toothpaste Brand Manager in 1970, my colleagues and I competed against powerhouses P&G, Colgate and Unilever. My business career is characterized with many David versus Goliath encounters. When I joined Jacobs Suchard (then Nabob Foods) in 1977, I found myself up against the muscle of Kraft and Nestle.

How To 95

How To Brand Management CEO Strategy 95

N2Growth Blog

JANUARY 11, 2024

The Evolving Role of the CMO Previously, a Chief Marketing Officer’s or CMO role mainly involved traditional marketing activities like brand management, public relations, and market research. However, recent technological advancements and industry shifts have expanded and evolved this role significantly.

Creativity 235

Creativity Business Objectives Marketing Trends 235

Coaching Tip

JUNE 29, 2015

Jeff Wolf's well-crafted book, "SEVEN DISCIPLINES OF A LEADER" provides the skills needed from within and shows how to seamlessly transfer them into actions with practical applications. The "SEVEN DISCIPLINES OF A LEADER" details how to: Emulate leaders whose behaviors foster open, two-way communication with the team.

Leadership 70

Leadership Brand Management Open-book Motivation 70

Women on Business

DECEMBER 2, 2012

Unfortunately, I wasn’t quite sure how to proceed. I had a background in marketing and brand management, and working with concepts and ideas was my passion. If you’re in the same position – you have a well-formed idea but don’t know how to make it a reality – it might be time to consider getting a business partner.

Franchising 255

Franchising Finance Brand Management Advice 255

In the CEO Afterlife

JULY 16, 2015

From as far back as my days in brand management, I have held a deep affection for strategy. And when a brand or company’s positioning blurs, customers become confused. They want to know how to best trek Mount Here , the vista everyone on the team agreed to climb in the first place. Why is that?

Strategy 100

Strategy Brand Brand Management Marketing 100

Lead Change Blog

OCTOBER 2, 2018

When discussing how to accelerate the organization’s ability to deliver on their strategy, and the support leaders needed, he made a statement that deserved a standing ovation.” Discover David on Twitter at @thoughtpartner. Joel shares: “ Individuals, like companies, have a brand.

Leadership Development 312

Leadership Development Development Leadership Brand 312

In the CEO Afterlife

JULY 26, 2016

Early in my career, when I worked for a couple of big companies in brand management, I joined my colleagues in nodding to the notion of taking a step back. How to Slay Goliath. In that company, I learned how to slay Goliath. I’ve witnessed this scenario far too often.

Brand 100

Brand Learning-by-Doing Brand Management Proposal 100

Harvard Business Review

AUGUST 15, 2023

Insights from the marketer who helped make Crocs and Stanley Cups cool.

Brand 18

Brand How To Marketing Brand Management 18

Harvard Business Review

OCTOBER 10, 2022

Three strategies to help you personalize your messaging, evoke genuine compassion, and forge powerful customer connections.

Marketing 18

Marketing How To Strategy Power 18

Lead on Purpose

JUNE 2, 2012

Perhaps one of the thorniest problems in business today, is how to create quality output without being specifically in charge. Product managers in coalition organizations know this all too well. How do you drive your goals when you are not in a line on an organizational chart?

Leadership 200

Leadership Apparel Productivity Products 200

Strategy Driven

JUNE 10, 2011

If you are reading this column, you most likely play a role in building brands. How to Speak American : Building Brands in the New Heartland by Paul Jankowski. You may even share the views of the marketing executive that I quoted above. If either is true, you need to take a deeper look into this massive segment of America.

Brand 50

Brand How To Marketing Focus Group 50

Strategy Driven

FEBRUARY 15, 2021

Have you ever wondered how celebrities or big brands manage their presence on the internet? Online reputation management helps those with larger public profiles to maintain a good online presence and representation in an age where everyone and anyone can use the internet to give their opinions.

Reputation 85

Reputation Management Brand Content 85

Coaching Tip

APRIL 29, 2011

For example, when a global brand manager and a local sales organization share responsibilities, and are rewarded for working together, they will fight for their interests so that both the global brand and the local market are addressed. Why talent at the top doesn’t notice bad design while talent in the middle suffers. “

Development 112

Development Bureaucracy Globalization Middle Management 112

Harvard Business Review

OCTOBER 26, 2017

Today she is a career adviser and hiring manager at resumecompanion.com. Case Study #2: Express enthusiasm for the job, and demonstrate how you will add value. A few years ago, Mehmood Hanif, who trained to be a brand manager and had an M.Phil in marketing management, worked at an educational company in Karachi, Pakistan.

How To 13

How To Long-term Marketing Case Study 13

Strategy Driven

JANUARY 11, 2016

From time to time, we could all use a little help figuring out next steps and how to get there, yet not everyone can afford to hire their own personal leadership coach. Below are a few key lessons from The Strategic MVP on cultivating a personal brand and unleashing one’s ‘inner nerd’ to help you become a true MVP.

Career 50

Career Company Brand Long-term 50

Harvard Business Review

MAY 13, 2022

“There is no excuse. Creativity has to be at the forefront.”

Creativity 17

Creativity Strategy How To Brand Management 17

Harvard Business Review

AUGUST 23, 2018

This is a strong model for industries like consumer packaged goods, where one person, such as a brand manager, is responsible for product development from beginning to end. That person then acts as a connector, knowing all of the avenues already explored and all of the learning gained.

Project 8

Project Innovation Team Stage-Gate 8

Harvard Business Review

SEPTEMBER 10, 2021

Highlight your company’s commitment to craftsmanship.

Brand 10

Brand Positioning How To Commitment 10

Leading Blog

AUGUST 21, 2012

Labovitz and Victor Rosansky, authors of Rapid Realignment : How to Quickly Integrate People, Processes, and Strategy for Unbeatable Performance. Our good friend, Claude Roessiger has long experience with luxury brand management. He likens our concept of The Main Thing to a strong brand. "A

Organization 284

Organization Mission Statement How To COO 284

Harvard Business Review

AUGUST 25, 2016

By far the best and most useful approach for managing those tensions is Michael Jensen’s path-breaking work in decision rights a quarter-century ago. Decision rights are about how organizations “decide how to decide” who is empowered to make decisions. Think of it as a governance model for enterprise decision.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

MARCH 13, 2018

Even those employees who don’t have direct customer contact understand and embrace their role in delivering on-brand customer experiences. This kind of engagement is missing at most organizations. They kicked off the engagement initiative with a summit for the company’s top 7,000 leaders.

Company 14

Company Brand Report Training 14

Harvard Business Review

FEBRUARY 22, 2013

Brand managers need to set up their brand's story world (see above) and then turn the storytelling itself (or part of it at least) to the crowd. Brand managers need to learn how to manage the process rather than the output. They need to define the stories the crowds will tell.

Productivity 9

Productivity Products Storytelling Advertising 9

Harvard Business Review

APRIL 4, 2022

How to create a road map to ensure you’re measuring what matters.

Metrics 20

Metrics Marketing How To Brand Management 20

Harvard Business Review

OCTOBER 30, 2012

Brand managers at P&G, for instance, get a constant feed of consumer sentiment from social media. Employees whose jobs are going away need help too if they are going to tell you how to improve those jobs, as I described in a previous post; they need a motive, an upside.

Process 16

Process Strategy Offshoring Information Technology 16

Harvard Business Review

JANUARY 26, 2012

Instead, perhaps this: "How do market research findings influence product design?" Or this: "What are the differences in careers involving market research compared those in brand management?". Several books show how to do that, including Are you Smart Enough to Work at Google? Make your case. and Case in Point.

Learning-by-Doing 14

Learning-by-Doing Marketing Brand Management Open-book 14

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

Harvard Business Review

MARCH 29, 2012

A few years ago, community managers did not exist. Yet with 67% of surveyed brand managers planning to launch social media campaigns in the next 12 months, community managers are now amongst the most sought after marketing professionals.

Technology 14

Technology Venture Capitalist CIO ROI 14

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. Consider how Virgin America infuses charm and creativity into everything from website downtime notifications to safety videos. Big Data" is the latest buzzword in our industry.

Tools 11

Tools Marketing Power Brand 11

Harvard Business Review

MARCH 10, 2011

As more is communicated, more emotions shared, more passions pursued in this much more vivid medium, we're likely to see stronger bonds between brands, consumers, networks and causes. More natural, richer forms of communication will demand more of what the smarter brand managers are already doing: letting go.

Brand 14

Brand Video Technology Tools 14

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 Obama campaign's techniques, tools and technologies deserve detailed and dedicated attention from every organization that takes data-driven decisions seriously.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

AUGUST 4, 2015

Just as the PVP became institutionalized throughout the organization, validating the assumption that “we’re all the same,” brand managers and product developers learned the opposite lesson: “We’re all different.” Too much emphasis on difference blinds you to the commonalities between groups.

Globalization 8

Globalization Company Self-aware Merchandising 8

Harvard Business Review

MAY 31, 2011

As a consultant, the CMO group at VISA gives advice to the country teams on how to interpret and take action on tracking studies. Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system.

Brand 14

Brand Aaker Objective Team Building 14

Strategy Driven

OCTOBER 29, 2012

They’ll tell you why, and how to improve. In order to get better tomorrow, you gotta know where you are today. Interview customers who love you. They’ll tell you the good stuff. Interview customers who left you. Interview customers who said no to you. They’ll tell you why they chose someone else. Interview loyal employees.

Brand 50

Brand Reputation Customer Loyalty Industry 50

Harvard Business Review

JANUARY 23, 2014

Dave didn’t advocate any particular design model, just one the leader knows how to employ and one flexible enough to be applied to the range of organizational situations a leader faces in the course of a career. As a result, they need to have a trusty organization design model in their wallets—and know how to use it.

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Harvard Business Review

MAY 31, 2013

Consider slide 5, which highlights just how much advertising opportunity there is on mobile devices ( if only we could figure out how to do that ). billion internet users across the globe. Then there''s slide 24, on the rapid growth of fitness data on mobile and wearable devices. — Andy O''Connell.

Dunning 8

Dunning Kleiner Kaplan IPO 8

Harvard Business Review

DECEMBER 13, 2017

He needed to streamline his wardrobe to attend a meeting where he would work out how to do the same with Otto’s brands. Kent Brockman, Otto’s CMO, and Khalil Salem, the brand manager for Piper, Otto’s largest and most profitable brand, had sent statements supporting a shake-up a few hours earlier.

Hotels 8

Hotels Case Study Brand Price 8