The Practical Leader

MAY 8, 2019

That’s brand management in many companies. Companies spend big dollars on research, marketing, and promotions to attract customers. But poor service experiences don’t match the brand promise. So customers drift away while marketing spends more money to attract more customers.

Brand 94

Brand Power Brand Management Conference 94

N2Growth Blog

JANUARY 16, 2011

Have you figured out how to apply the laws of scarcity to brand management? While a brand without exposure is not much of a brand, I consistently find that brand exposure is an aspect of brand management that is all too often overlooked as a success metric. If not, then this post is for you.

Brand 339

Brand Brand Management Blog Media 339

Lead on Purpose

JUNE 2, 2012

Product managers in coalition organizations know this all too well. My largest client is in the apparel industry with a multiplicity of brand names. Instead, product and brand managers are organized into coalitions that serve as a resource one to another. SHELTON is a leadership coach, speaker, blogger, and author.

Leadership 200

Leadership Apparel Productivity Products 200

In the CEO Afterlife

FEBRUARY 26, 2012

As a 23 year-old Macleans Toothpaste Brand Manager in 1970, my colleagues and I competed against powerhouses P&G, Colgate and Unilever. Clout allows these giants to grow, but there is absolutely no reason why a smaller player cannot become a market leader within their chosen market(s).

Creativity 240

Creativity Brand Management Marketing Resistance 240

In the CEO Afterlife

APRIL 17, 2011

Leadership. by John • April 18, 2011 • Branding , Marketing • 0 Comments. Here’s a rather fascinating little anecdote about a very famous global brand, Toblerone. Anxious to learn as much as possible about this unique brand, I sent a Brand Manager to Switzerland to interview those in the know.

CEO 204

CEO Brand Brand Management Human Resources 204

N2Growth Blog

APRIL 20, 2010

Avoid controversy, maintain a high likeability factor, consistently and proactively engage your customers, be a business of character that engenders trust and confidence with your target market(s), produce a quality product or service at a competitive price point, and provide great customer service.

Brand 271

Brand Blog How To Public Relations 271

In the CEO Afterlife

DECEMBER 31, 2011

I began blogging about leadership, strategy, marketing and life last February. You’re Not a Real Marketer until You Create a Brand [link]. Brand Managers inherit brands and manage existing franchises. It is not the same as creating a new brand, launching it and watching it grow.

Blog 222

Blog Mission Statement Strategic Planning Brand 222

In the CEO Afterlife

APRIL 28, 2012

In the early days of my 40 year business career, I was lucky to work under two gentlemen who instilled several critical success factors that guided me from Brand Manager to CEO. At the risk of this blog appearing as an advertorial for Harvard, I’ll gladly admit that Harvard Business Review was my favorite management resource.

Mentor 228

Mentor Advertorial Kotter Hamel 228

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. Many were already in leadership positions or on a fast track to a higher rung on the corporate ladder. That means nimbleness, laser-like focus, and market specialization.

Brand 100

Brand Learning-by-Doing Brand Management Proposal 100

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. Strategies that emerge from consciously passing on certain markets, products, and brand benefits improves performance because they tell you what not to do.

Strategy 100

Strategy Brand Brand Management Marketing 100

In the CEO Afterlife

AUGUST 1, 2011

Leadership. Old Brands. by John • August 1, 2011 • Branding , Marketing • 0 Comments. I realize I’ve been around a long time whenever I reminisce about the brands I was associated with in my early career. Line extensions, even on healthy brands, are seldom the answer to sales and profit challenges.

Brand 170

Brand CEO Stage-Gate Marketing 170

The Practical Leader

JULY 3, 2019

The company featured service in their marketing with convincing and clever branding, they had a customer service department, and they provided extensive service training to frontline staff. Leaders with deep servant leadership or service ethic lead organizations with consistently high service levels. They serve the servers.

Ethics 49

Ethics Brand Management Brand Operations 49

leaderCommunicator

SEPTEMBER 25, 2012

billion lost in market value – in one day. They’re taking a collective view of managing all the disparate parts that influence brand promise, changing the way they work and organize themselves internally so that the entire organization is focused on delivering the brand promise. So, the fusion of brand and culture.

Brand 141

Brand Reputation Human Resources Brand Management 141

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. Clout allows these giants to grow, but there is absolutely no reason why a smaller player cannot become a market leader within their chosen market(s). They are slow. You be fast.

How To 111

How To Brand Management CEO Resistance 111

In the CEO Afterlife

AUGUST 1, 2011

Leadership. Old Brands. by John • August 1, 2011 • Branding , Marketing • 0 Comments. I realize I’ve been around a long time whenever I reminisce about the brands I was associated with in my early career. Line extensions, even on healthy brands, are seldom the answer to sales and profit challenges.

Brand 131

Brand CEO Stage-Gate Marketing 131

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. Clout allows these giants to grow, but there is absolutely no reason why a smaller player cannot become a market leader within their chosen market(s). They are slow. You be fast.

How To 95

How To Brand Management CEO Strategy 95

In the CEO Afterlife

JULY 24, 2011

Leadership. by John • July 24, 2011 • Branding , Marketing • 3 Comments. The original concept, created by Art Director Geoff Hayes in a bathtub, and perpetuated by several creative notables, has managed to stand the cruel test of time and create the 3 rd largest-selling liquor brand on the globe.

CEO 100

CEO Advertising Brand Creativity 100

Skip Prichard

SEPTEMBER 24, 2019

Over the past 27 years of my career in marketing, brand management and executive search + coaching, I’ve found time and again that organizations have blind-spots when hiring talent. How do you influence hiring managers to slow down and find unicorns? Leadership Tip: slow down hiring. Slow Down the Hiring Process.

Emotional Intelligence 74

Emotional Intelligence CTO Stress Exit Strategy 74

Skip Prichard

NOVEMBER 16, 2021

Do you consider your personal brand ? Do you manage your company’s reputation? Why is it important to manage your reputation? Lida Citroen , an expert in the field of reputation management, has a resource to anyone who wants tips to build a reputation that can withstand negative influences and becomes stronger over time.

Reputation 121

Reputation Brand How To Media 121

Lead Change Blog

DECEMBER 17, 2015

And, it is the dream of every brand manager. The concept of brand in this country started in the west with the branding of cattle. When it came time to drive cows to market, the hot tattoo was a convenient way to identify a particular cow. Cattle shared open grazing range.

Brand 150

Brand Airlines Wilde Tools 150

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. Talented people thrive on that kind of energy.

Development 112

Development Bureaucracy Globalization Middle Management 112

thoughtLEADERS, LLC

DECEMBER 16, 2019

When you talk about branding, you are talking about constant change. This fast-paced environment leaves brand managers with no choice: they need to favor SPEED over perfection. Today’s post is by Francisco Serrano, author of Brain-Ding (CLICK HERE to get your copy). That is, if they want to succeed.

Marketing 11

Marketing Brand Management Brand Environment 11

Harvard Business Review

JUNE 4, 2018

Thoughtfully managed, recommendations can prove far more valuable to marketers than for the customers they ostensibly serve. Recommendation engines not only generate useful data for analyzing customer desires; they can be harnessed to make tactical and strategic recommendations for marketers. Data-Driven Marketing.

Engineering 8

Engineering Marketing Advertising Brand Management 8

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 14

Process Marketing Bottom-up Brand Management 14

Strategy Driven

AUGUST 19, 2011

This U-turn must begin with you, the owner or senior manager, declaring war on yourself. Rudderless Leadership. ’ 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.

Marketing 50

Marketing Objective Short-term Discount 50

In the CEO Afterlife

AUGUST 6, 2013

Never in the history of marketing has there been so much talk about branding. The conversation in the world of branding is well beyond product and service brand discussion by marketers and ad agencies. The ramification is clutter, the arch enemy of brand identity. That’s an understatement.

Brand 260

Brand P&L Human Resources Brand Management 260

Harvard Business Review

AUGUST 15, 2023

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

Brand 17

Brand How To Marketing Brand Management 17

In the CEO Afterlife

APRIL 13, 2016

When I was in brand management, social media did not exist. But I can tell you this: I would have had a field day with this exciting medium because I valued the power of ‘big ideas’ to infuse growth into the brands under my wing. Herein lies the myth of social media marketing. Disciples of brand positioning care.

Marketing 100

Marketing Brand Franchising Media 100

Harvard Business Review

DECEMBER 17, 2012

How can brands nimbly navigate the difficult waters of increasingly fragmented markets ? How can brand managers win back some of the control they have lost to consumers in the age of social media? What then determines the hits and the misses in the new branding era? Take for instance the Gap logo fiasco.

Brand 16

Brand Storytelling Marketing Media 16

Strategy Driven

OCTOBER 29, 2012

OUCH QUESTION: Is your brand, product, or service market superior, and you haven’t elevated yourself to that position? NOTE WELL: Then there are the brands that USED to be #1 and have fallen to #2 or lower. CAUTION: Leave PR, marketing, and advertising out of the equation, or you may NEVER get to the truth.

Brand 50

Brand Reputation Customer Loyalty Industry 50

Harvard Business Review

JUNE 6, 2013

firms are powered by "eccentric failed novelists" (presumably from agencies and consulting firms that are gifted at brand positioning and execution) and "visionary founders" (think Steve Jobs) who have created exceptional brands. But Chinese firms to not have to create a branding capability from scratch. He notes that U.S.

Brand 8

Brand Globalization Brand Management Long-term 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. This kind of engagement is missing at most organizations.

Company 14

Company Brand Report Training 14

In the CEO Afterlife

JUNE 19, 2011

Leadership. A Boomer’s Advice to Marketers: Go Ahead, Make My Day. by John • June 19, 2011 • Life , Marketing , Strategy • 1 Comment. Today, we represent a marvelous marketing opportunity. Aha,” say the savvy marketers. The world’s best marketers are on to us. Leadership.

Advice 147

Advice Marketing Marketing Strategy Brand 147

In the CEO Afterlife

OCTOBER 17, 2011

Leadership. 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. This is the mindset essential to brand resilience.

Brand 168

Brand CEO Stage-Gate SWOT 168

Harvard Business Review

FEBRUARY 28, 2018

As a VP of sales and marketing for Becker-Birnbaum International, a global consumer products company, Aliyah knew she needed a talented marketing director to support her division’s portfolio of 34 products. “Tell me what interests you about this job.” ” Christine looked annoyed. ” Aliyah sighed.

Case Study 10

Case Study White Paper Analysis Brand Management 10

Harvard Business Review

MAY 24, 2012

Every large financial services company has instituted risk management, but that hasn't prevented risky behavior in the form of office politics and personality conflict — as the JP Morgan trading debacle has demonstrated. Risk management isn't exclusive to banking. But all too often, those safeguards are ignored.

Merchandising 11

Merchandising Risk Management Supply Chain Retail 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. By the 2000s, they had developed a methodology for a new class of culture-specific line extensions for specific markets, helping drive growth.

Globalization 8

Globalization Company Self-aware Merchandising 8