Harvard Business Review

MARCH 17, 2023

Your strategy should be driven by relationship-building — not shiny new tech.

Technology 20

Technology Strategy Brand Management Advertising 20

Harvard Business Review

MARCH 29, 2012

billion , entrepreneurial companies with technology at their core have disrupted entire industries and threatened or eliminated incumbents. A 2011 IBM study of over 3,000 CIOs revealed that CIO-CEO alignment is stronger than ever, with traditional companies aggressively investing in technology innovation.

Technology 14

Technology Venture Capitalist CIO ROI 14

Building Personal Strength

APRIL 4, 2011

Pay-at-the-pump technology, now commonplace, makes the transaction quick and easy. Three of the participants happened to be brand managers from Mobil. The only thing I might concentrate on is a bug stain as I try to clean the windshield. And, oh yeah - the price of gas. Their problem? You guessed it: drive-away customers.

Creativity 81

Creativity Brand Management Participative Course 81

Harvard Business Review

MARCH 20, 2023

As technology becomes more powerful and affordable, your company is only limited by its imagination.

Technology 22

Technology Power Company Brand Management 22

Harvard Business Review

JUNE 4, 2018

Thoughtfully managed, recommendations can prove far more valuable to marketers than for the customers they ostensibly serve. Think of an enterprise Netflix, Amazon, or Spotify for marketers; the same technology enhancing customer choice now empowers managerial decision. Salesforce software computationally qualifies and ranks leads.

Engineering 8

Engineering Marketing Advertising Brand Management 8

Harvard Business Review

JUNE 14, 2023

They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science. The author offers five lessons for brands who want to tap into this era of influencers and make authentic connections with Gen Z.

Brand 12

Brand Influence Reputation Technology 12

Harvard Business Review

AUGUST 25, 2016

Technology facilitates greater transparency and visibility throughout enterprise ecosystems. 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. Real-time situational awareness dramatically increases.

RACI 8

RACI Agility Brand Management Decentralization 8

Strategy Driven

AUGUST 19, 2011

This U-turn must begin with you, the owner or senior manager, declaring war on yourself. ’ 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. Nonsense. Absolutely not.

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

DECEMBER 4, 2018

But investing in an internal communications strategy that leverages mobile app technology can play an integral role in reaching employees, connecting strategy with operations and helping companies thrive, according to new research by Staffbase. Enabling Middle Management Communication Improves Work.

Content 8

Content Middle Management Directory CIO 8

In the CEO Afterlife

AUGUST 6, 2013

I am not suggesting restructuring the entire brand management system. I am making the case for CMOs and CEOs to recognize the necessity of their own direct and passionate involvement as chief brand custodians. This top management ethic is essential to brand resilience.

Brand 260

Brand P&L Human Resources Brand Management 260

Harvard Business Review

OCTOBER 30, 2012

That's because information technology — not just the Internet, but also mobile devices, " big data " for intensive data-crunching, and other computer hardware and software — will render even some of today's most proficient business processes obsolete by the end of the decade. I see three big opportunities: 1.

Process 16

Process Strategy Offshoring Information Technology 16

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 10

Merchandising Risk Management Supply Chain Retail 10

Harvard Business Review

MARCH 10, 2011

The big new thing in social technology is the ability to do something really old: talk to people face-to-face in real time. 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. Avoid anonymity.

Brand 14

Brand Video Technology Tools 14

Harvard Business Review

NOVEMBER 25, 2013

Indeed, even organizations where top management keeps their eyes glued to KPI-driven dashboards have trouble agreeing on what their Top Ten Most Important Customer/Client 80/20 analytics should be. Should management refine and dig deeper into existing 80/20 KPIs? is the challenge top management needs to both ask and rise to.

Due Diligence 11

Due Diligence KPI Loyalty Information Technology 11

Harvard Business Review

SEPTEMBER 17, 2013

I had just finished a talk at a leading technology company when an engineer approached me. “I I liked your ideas about personal branding, and I can see how they’d work,” he told me. Branding Managing yourself Networking' But most of them aren’t for me — I’m an introvert. Is there anything I can do?”

Brand 14

Brand Cialdini Brand Management Conference 14

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. Supply chain management has become the most important cog of this big digital eco system. Artificial Intelligence, Deep learning. Cloud computing.

Skills 116

Skills Supply Chain Emotional Intelligence Affiliate Marketing 116

Harvard Business Review

JANUARY 23, 2013

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

Marketing 9

Marketing Chief Technology Officer Case Study Critical Success Factor 9

Harvard Business Review

FEBRUARY 22, 2013

Technology is constantly opening up opportunities for stories surrounding brand experiences to be every bit as compelling — and far more interactive and authentic — than the next Hollywood blockbuster. Brand managers need to learn how to manage the process rather than the output.

Productivity 10

Productivity Products Storytelling Advertising 10

Harvard Business Review

JUNE 25, 2014

Digital media and tracking technologies, along with dramatically improved analytics, now mean that serious marketers — if they really care to know — can have an excellent idea of just how effective (or wasteful) their advertising really is. What’s the secret sauce these technologies all have in common?

Creativity 9

Creativity Marketing Advertising Metrics 9

Harvard Business Review

JANUARY 23, 2012

Further, in some industries customers lack technological sophistication to know what is or is not feasible, limiting the usefulness of their guidance. Lafley himself hit on one of these kinds of insights when he was a young brand manager at P&G. In these circumstances it is tempting to rely on intuition.

Audience 15

Audience Entrepreneur Maturity Innovation 15

Harvard Business Review

JULY 17, 2015

’ the questions must be asked, ‘WHY did we start doing WHAT we’re doing in the first place, and WHAT can we do to bring our cause to life considering all the technologies and market opportunities available today?’”

Brand 8

Brand Merchandising Retail Real Estate 8

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. In the 1990s, P&G, like other companies, sought to take advantage of global scale and technology platforms, rolling out their products worldwide.

Globalization 8

Globalization Company Self-aware Merchandising 8

Harvard Business Review

JANUARY 23, 2014

A few years ago Dave Ulrich, a management thought leader from the University of Michigan, made a comment I found both insightful and profound: “ Every leader needs to have a model of organization design.” An effective organization design model guides a manager in answering five fundamental questions in a thoughtful and well-integrated way.

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Harvard Business Review

MAY 31, 2011

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. In fact team building can be the primary objective.

Brand 14

Brand Aaker Objective Team Building 14

N2Growth Blog

JUNE 11, 2010

Commitment - While technology is a natural accelerant helping to catalyze new opportunities and extend relationships, creating trust and influence will still take time. I created a successful language school in the 70s, the old way, of course, literally, physically knocking on corporate doors and asking to speak to the training manager.

Media 368

Media Influence Blog Real Estate 368

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 9

Brand Ries Entrepreneur Agility 9

In the CEO Afterlife

OCTOBER 17, 2011

They endorse a whack of dough into media and they continue to extend brand names into other categories, but they aren’t spearheading brand equity growth. The reason: a fundamental flaw in the management process that is supposed to renew brand health. The blemish is the abdication of brand attention by top management.

Brand 168

Brand CEO Stage-Gate SWOT 168

Harvard Business Review

SEPTEMBER 20, 2013

Very importantly, they were able to avoid costly technology and implementation programs that would have surely fell short of usage and revenue expectations. Execution Knowledge management' Fortunately, the organizations that took the effort to truly understand the value of their data were able to execute appropriately.

Execution 8

Execution Metrics Content Christensen 8

Harvard Business Review

OCTOBER 6, 2011

The future success of Zipcar may rely as much on the strength and speed of those trends as it will on the effective management of the company. This BEMI was the impetus for Lexus, a hugely successful brand for the past two decades. That blockbuster success did not come cheap.

Trends 12

Trends Short-term Resistance Marketing 12

Harvard Business Review

MARCH 7, 2012

Managing communications in an integrated or system-wide way will require a new set of behaviors at all levels of your organization — behaviors that embrace a process and apply set standards for all communications efforts. At a minimum, you should have brand standards that give "rules to create by" for your creative team.

Brand 14

Brand Audience Tools Planning 14

Harvard Business Review

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. Marketing managers pay close attention to the “referrer.”

CPM 8

CPM Advertising Marketing Supply Chain 8

Harvard Business Review

MARCH 14, 2023

Takeaways from an analysis of the American Customer Satisfaction Index.

Analysis 20

Analysis Market Segmentation Brand Management Advertising 20

Harvard Business Review

MAY 13, 2022

New research looks at when it works to bid on ads for a competitor’s keywords — and when it backfires.

Brand Management 19

Brand Management Advertising Brand Technology 19

Harvard Business Review

JANUARY 3, 2022

Building a strategy for the next frontier.

Brand 25

Brand Strategy Brand Management Technology 25

Harvard Business Review

FEBRUARY 28, 2022

Wading into a new space always comes with risk — but so does staying out of it.

Brand 19

Brand Brand Management Technology Strategy 19

Harvard Business Review

AUGUST 20, 2012

Consumer packaged goods manufacturers are monitoring social media to get real-time information on their customers' perceptions and share it with brand managers. Business model innovation — often enabled by new technology platforms — isn't new. Embrace Industry Disruption. Knit Your Network Together.

Business Model 15

Business Model Process Innovation Media 15

Harvard Business Review

FEBRUARY 3, 2017

We asked them to assess their workforce and to describe their people management practices, all with an eye toward understanding the drivers of workforce productivity. In some technology companies, for example, software development is critical to business success. The best-performing companies put their talent where the money is.

Company 8

Company Sample Software Brand Management 8