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

Harvard Business Review

JULY 17, 2015

’” Purpose might have informed the management of two failed brands – Blockbuster and Radio Shack — differently. The brand died a slow death, beginning when Blockbuster filed for bankruptcy in 2010 and then ultimately when its acquirer, Dish Network, decided to shut down all video rental operations in 2013.

Brand 8

Brand Merchandising Retail Real Estate 8

Harvard Business Review

JULY 30, 2015

After interviewing several ad agency executives and marketing leaders in a diverse group of businesses — pharmaceutical, high-tech, manufacturing, retail, sports, and others — I’ve found a few common themes that could help explain what is going on. Agencies are slow. ” 2. . Agencies are stuck on advertising.

Marketing 8

Marketing Advertising Trends 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 other words, we found that the customers’ homemade solutions could be used by brand managers to identify what kind of data to gather and what kind of analysis to perform.

Analysis 8

Analysis Loyalty Customer Loyalty Retail 8

Harvard Business Review

MARCH 29, 2012

Big-box retailers, like Best Buy, now have large, fast growing e-commerce businesses. 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

APRIL 25, 2011

Brilliant brand management is multi-media and cause-related. For the wedding, I've seen estimates of $80 million in revenues to hotels in London and retailers selling souvenirs such as dishes, pillows, and playing cards. This doesn't include the cost of the gifts others lavish on the newlyweds.

CEO 16

CEO Apparel GDP Audience 16

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. Yet, Unilever has managed to bundle them all under one umbrella, the Unilever Sustainable Living Plan. The business case for corporate social responsibility (CSR) is becoming easier and easier to make.

Media 9

Media Public Relations Brand Video 9

Harvard Business Review

JULY 25, 2011

It took a near-death experience to drive home one critical insight: you can advertise and promote all you want, but the ultimate "brand manager," post purchase, is the product itself. A car that's no good will assuredly erode a brand — and do so steadily as time goes by. (GM used to out-spend even Procter & Gamble.)

Brand 14

Brand Brand Valuation Advertising Marketing 14

Harvard Business Review

AUGUST 23, 2013

This process plays out repeatedly, even among some of the world''s largest brands. After opening up retail locations throughout the United States, the American stores were flooded by foreign buyers purchasing iPhones in bulk in order to take them back and sell them to the scores of people yearning for these products overseas.

Globalization 8

Globalization Brand Marketing Learning-by-Doing 8

Harvard Business Review

NOVEMBER 28, 2023

How should the fashion company scale its adaptive fashion line?

Fashion 19

Fashion Company Brand Management Retail 19

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

Harvard Business Review

MARCH 9, 2016

From the outset, all three men viewed themselves as serving in multiple roles: founder, custodian, brand manager, chief financial officer, recruiter, and head of consumer insights. Sure, they wanted a reaction to their product, retail environment, and service delivery. They operated on shoestrings.

Brand 8

Brand Merchandising Chief Financial Officer Retail 8

Harvard Business Review

DECEMBER 16, 2010

obscures the tectonic economic shift in global retail. Devices of all kinds have gone from advertising, branding, and marketing media to promotional platforms. Coupons have been redeemed as a "class" not just "mass" vehicle for luxury and high-status items as well as for everyday brands and staples.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

In the CEO Afterlife

JUNE 8, 2016

Speciality coffee shops are competing with retail brands for consumers’ attention in the grocery aisle, new coffee formats are being introduced (such as single-cup brewing systems), and U.S. wholesale grocers (prior to Bell’s arrival in 1977), which meant its market share inside competitive retailers was, naturally, quite low. “By

Brand 100

Brand Brand Management Advertising Management 100

Harvard Business Review

MARCH 14, 2014

Companies need to experiment with other means of going to market, including launching products with specialty retailers and using social media and other tools to drive word-of-mouth (and keystroke) marketing. Put the product ahead of the brand. Brand management has hijacked the most important part about food: the product.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8