Harvard Business Review

FEBRUARY 16, 2024

Older consumers can’t just be an afterthought for brands — but that doesn’t mean just shifting the focus from one generation to another.

Marketing 27

Marketing Brand Market Segmentation Brand Management 27

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

by John • April 18, 2011 • Branding , Marketing • 0 Comments. Here’s a rather fascinating little anecdote about a very famous global brand, Toblerone. In the late 80′s, a merger with Tobler-Suchard brought this wonderful brand into my product portfolio when I led Jacobs Suchard Canada (Nabob Foods).

CEO 204

CEO Brand Brand Management Human Resources 204

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 325

Brand Brand Management Blog Media 325

The Practical Leader

AUGUST 16, 2023

Yet despite our very tight job market, highly effective “magnet companies” attract and hang on to good people. Their reputation or “leadership brand” has become as critical to their success as the company brand they are selling in their market. Brand management is an inside job.

Energy 52

Energy Crisis Absenteeism Leadership 52

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

First Friday Book Synopsis

DECEMBER 11, 2013

Niraj Dawar is a Professor in marketing at the Ivey Business School, Canada. His research currently focuses on marketing strategy, brand equity and brand management issues. His published papers on brand extensions, consumers use of brand and other signals as well as international consumer behavior in a […].

Drucker 75

Drucker Letter Brand Management Brand 75

CEO Blog

AUGUST 11, 2015

And the brand is well known - especially in Canada. Danby has some serious market share in bar fridges , window air conditioners, freezers and microwaves. I recently read New Brand Leadership - Managing the Intersection of Globalization, Localization and Personalization by Larry Light and Joan Kiddon.

Brand 100

Brand Leadership Globalization Brand Management 100

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. By applying Jacobs Suchard’s brands and businesses to HBR’s models, I was able to pin-point weaknesses and bring clarity to missing opportunities.

Mentor 228

Mentor Advertorial Kotter Hamel 228

Women on Business

JUNE 26, 2012

Without the consumer’s ability to visualize a brand, however, it is destined to fail. In today’s business environment, marketing efforts such as direct mail and SEM establish the brand and present it to the public at large. If an effective brand building strategy is created through marketing, the brand succeeds.

Brand 211

Brand Brand Management Retail Advertising 211

Harvard Business Review

FEBRUARY 23, 2022

Marketers must claim the broader growth agenda, connecting the dots across data, digital, and the full customer journey.

Marketing 20

Marketing Brand Management Brand Article 20

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

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

Strategy Driven

JANUARY 9, 2020

Starting a digital marketing agency is one thing, making it a successful entity is quite another. If you are in Australia then look for the digital marketing Brisbane has to offer. You can introduce yourself and your digital marketing agency with great ease and comfort. Focus on Your Own Branding. The Pricing Factor.

Marketing 13

Marketing Tips Succession Price 13

In the CEO Afterlife

AUGUST 1, 2011

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. Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market.

Brand 170

Brand CEO Stage-Gate Marketing 170

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. That means nimbleness, laser-like focus, and market specialization. The answer is by out-spending their competitors and/or investing in acquisitions to increase market clout.

Brand 100

Brand Learning-by-Doing Brand Management Proposal 100

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 87

Reputation Management Brand Content 87

Women on Business

DECEMBER 2, 2012

I had a background in marketing and brand management, and working with concepts and ideas was my passion. Furthermore, I knew that if I wanted to have a successful business in the long run, I needed someone else on my team: someone who had skills and passions that complemented mine.

Franchising 255

Franchising Finance Brand Management Advice 255

Strategy Driven

AUGUST 11, 2020

If this is your first experience with a start-up, here are some top tips to help you build your brand successfully. Every step of starting a business will require you to do thorough research and to help create a top brand. To do that, assessing the market is where you will need to start. SEO & Other Digital Marketing.

Brand 73

Brand Succession How To Tactics 73

In the CEO Afterlife

AUGUST 1, 2011

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. Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market.

Brand 131

Brand CEO Stage-Gate Marketing 131

Strategy Driven

SEPTEMBER 25, 2014

Their understanding of the market allows them to start businesses with a high degree of insight about both their potential customers and competitors.”. Then, you might wonder why so many companies are getting it so wrong when it comes to how they market to them. Lessons Learned from Corporate Branding and Rebranding Efforts of Note.

Brand 63

Brand Advertising Diversity Competitive Advantage 63

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

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).

How To 111

How To Brand Management CEO Resistance 111

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

Harvard Business Review

SEPTEMBER 1, 2016

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. Measuring Marketing Insights. But what if these brand managers are wrong? But what if these brand managers are wrong? Insight Center. Sponsored by Google Analytics 360 Suite.

Marketing 9

Marketing Brand Management Brand Globalization 9

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).

How To 95

How To Brand Management CEO Strategy 95

Harvard Business Review

NOVEMBER 24, 2022

Research finds seven variables that impact a campaign’s effectiveness.

Influence 17

Influence Marketing Brand Management Brand 17

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. Most Brand Management is Misguided and Makes Things Worse. Blame Management for Poor Service. Further Reading.

Ethics 49

Ethics Brand Management Brand Operations 49

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

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

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

In the CEO Afterlife

JULY 24, 2011

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. In the CEO Afterlife.

CEO 100

CEO Advertising Brand Creativity 100

Skip Prichard

FEBRUARY 8, 2021

In marketing, this idea is used in “purpose branding”—how a brand can change the world for the better. The role of purpose branding is to unite the firm’s employees and brand customers in the pursuit of that higher vision. Charismatic leaders make their followers part of something larger than themselves.

Charisma 144

Charisma Bond Leadership Brand 144

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

JULY 30, 2015

A new research report from the Society of Digital Agencies finds that in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. Marketing activities today generate unprecedented amounts of data.

Marketing 8

Marketing Advertising Trends Brand 8

Harvard Business Review

JUNE 24, 2014

Unilever is one of the world’s consumer marketing powerhouses, with annual advertising expenditures totaling nearly $9 billion. So when it decides its marketing organization needs rethinking, that’s a pretty big deal. And so should the shape, roles, and skills of the organization that calls itself marketing.

Marketing 8

Marketing Organization Brand Advertising 8

Harvard Business Review

FEBRUARY 2, 2024

The author recommends five strategies for companies to maintain consumer trust during these periods: 1) If you have to increase pricing, tell customers why, 2) practice value-oriented marketing, 3) offer customer-centric pricing strategies, 4) enhance your customer support and communication, and 5) prioritize long-term relationships.

Customer Loyalty 20

Customer Loyalty Loyalty Brand Uncertainty 20