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

In the CEO Afterlife

DECEMBER 31, 2011

I began blogging about leadership, strategy, marketing and life last February. There has to be a break from day-to-day operations in the process. You’re Not a Real Marketer until You Create a Brand [link]. Brand Managers inherit brands and manage existing franchises.

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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

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

AUGUST 11, 2020

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. First of all, see what brands appear to be most popular with consumers and ask yourself why that is. SEO & Other Digital Marketing. Social Media.

Brand 73

Brand Succession How To Tactics 73

In the CEO Afterlife

APRIL 10, 2011

Sixty-five innovative operations - four in the state of California alone. So why don’t they reduce the number of operations? I’m guessing she does a good job managing a big store but think entrepreneurially? But if you work in one of his companies, you won’t operate entrepreneurially. Beware the entrepreneur.

CEO 170

CEO Advice Company Competitive Advantage 170

The Practical Leader

JULY 3, 2019

.” He felt customer service was well ingrained throughout his operation. 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.

Ethics 49

Ethics Brand Management Brand Operations 49

In the CEO Afterlife

OCTOBER 17, 2011

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. I’m not suggesting restructuring the entire brand management system.

Brand 168

Brand CEO Stage-Gate SWOT 168

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

MARCH 4, 2012

These leaders earned their branding reputations by establishing themselves as the driving force behind creating, building and guiding the success of their companies and brands. Within their particular markets (and in some cases on a much more pervasive basis), these leaders are the brand. Larry Ellison, Oracle.

Brand 252

Brand Reputation Sports CEO 252

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

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

JANUARY 23, 2013

His "Obama for America" fundraising , analytics and "get out the vote" operation was a masterpiece of agile electoral innovation and entrepreneurship. 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. They're right.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

JULY 24, 2014

David Packard, co-founder of Hewlett-Packard, once observed that “Marketing is too important to be left to the marketing people.” A more current corollary might be, “Brand-building is too important to be left to the brand people.”. A brand can’t just be a promise; it must be a promise delivered.

Brand 8

Brand Strategy Advertising Brand Management 8

Harvard Business Review

AUGUST 25, 2016

Organizations I work with increasingly struggle to straddle two painfully polarizing operating principles. But the managerial and operational ability to act on that data-driven information may not. To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics?

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RACI Agility Brand Management Decentralization 8

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 9, 2016

His prize, Victoria’s Secret, will generate $8 billion in revenue this year and operates in a dozen countries. Their stories offer valuable lessons on how to build a startup into an iconic brand. They operated on shoestrings. Today he leads an enterprise that has cumulatively created over 10,000 stores.

Brand 8

Brand Merchandising Chief Financial Officer Retail 8

Harvard Business Review

MAY 31, 2011

The challenge for the Chief Marketing Officer is to create marketing and brand building that is both exceptional and efficient in the face of country, product, and functional silos. Pharmacia had a global team representing regional silos that met to coordinate marketing globally and to coordinate new product planning.

Brand 14

Brand Aaker Objective Team Building 14

Harvard Business Review

NOVEMBER 25, 2013

The company quickly adjusted its operational definition of “loyalty” to explicitly embrace and reward its “digital evangelicals” — customers who had enough of a virtual presence to be influencers. For example, brand managers and advertising agencies alike increasingly make sentiment analysis part of how they assess public perceptions.

Due Diligence 11

Due Diligence KPI Loyalty Information Technology 11

Harvard Business Review

OCTOBER 26, 2017

A year later, Lauren was working as a temp to make ends meet when she applied to what was essentially a marketing assistant job. “It was an entry-level role, but I thought I could make it work; I just needed to be able to communicate to the hiring manager that I’d be a solid investment.” ” Mehmood got the job.

How To 13

How To Long-term Marketing Case Study 13

Harvard Business Review

MARCH 14, 2014

If you’ve been in a grocery store lately, you probably know the rest — the brand caught on quickly. But for years, as Chobani gobbled up market share, the major food companies stuck to their regular lines of yogurt. He wanted to use it to produce a line of strained, or “Greek,” yogurt called Chobani.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8

Harvard Business Review

JANUARY 26, 2012

Among the most impressive lines of questioning are those that address how the organization operates. If you're interviewing at a company known for consumer marketing, for example, don't ask, "Do you do much market research?" If they're known for marketing, you can be sure they do market research. Make your case.

Learning-by-Doing 14

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

Harvard Business Review

DECEMBER 11, 2012

And, in what must be bitter irony for the brand's managers, it just so happens to be the title of the ill-conceived ad itself. So yes, a new normal does demand new standards and advertisers must be deeply aware of the radical era of transparency within which they now operate. It's a solid piece of advice.

Advertising 16

Advertising Banking Audience Media 16

Harvard Business Review

MARCH 29, 2012

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. A few years ago, community managers did not exist. Here's a five-step checklist to ensure you stay relevant: 1.

Technology 14

Technology Venture Capitalist CIO ROI 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. Their honey pot is the $50-billion-a-year market for digital advertising.

CPM 8

CPM Advertising Marketing Supply Chain 8

Harvard Business Review

OCTOBER 30, 2012

When it comes to operational improvement, organizations today are light years ahead of where they were two decades ago, but there's no time to celebrate yesterday's wins. Brand managers at P&G, for instance, get a constant feed of consumer sentiment from social media.

Process 15

Process Strategy Offshoring Information Technology 15

Harvard Business Review

AUGUST 23, 2018

Optimizers make up the core of most established businesses — they’re skilled at enhancing and perfecting the existing business to drive growth or improve operations. Scalers iteratively experiment and tweak new ideas until they find product-market fit using methods like agile or lean.

Project 8

Project Innovation Team Stage-Gate 8

Harvard Business Review

AUGUST 5, 2013

A pharmaceuticals company we''ve been studying decided to deploy more than 20,000 iPads and other mobile devices to the global sales force to improve its engagement with doctors in emerging and developed markets. It has never before rolled out something at this speed. Welcome to the new world of IT. the IT function).

Organization 8

Organization CIO Compliance CRM 8

Harvard Business Review

FEBRUARY 16, 2011

But they are constantly scanning the horizon for big enough market insights ; for that next game-changing idea; for the trend that will upset current market conditions and create opportunity. What's the market for them?" Tim Breene is the CEO of Accenture Interactive, the company's digital marketing initiative.

Parcell 11

Parcell CEO Airlines Trends 11

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?’” In 1921, two brothers started the company to serve the ham radio market.

Brand 8

Brand Merchandising Retail Real Estate 8

Harvard Business Review

MARCH 10, 2011

More natural, richer forms of communication will demand more of what the smarter brand managers are already doing: letting go. A very few can ruin it for the many unless all operate within certain minimum civil bounds. So business is welcoming this, right?

Brand 14

Brand Video Technology Tools 14

N2Growth Blog

JUNE 11, 2010

Become a part of them as opposed to a vendor to them …This is a difficult concept for old-school marketers to get their arms around, but a critical one nonetheless. link] Social Influence Measurement – Tools, Resources & Commentary | Digital Marketing Blog // Digital Operative [.] Social Media Influence [.]

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Media Influence Blog Real Estate 368

Harvard Business Review

JULY 9, 2013

Also, today''s consumers expect and even demand companies operate with greater authenticity. Celebrities'' ideas and insights can help companies better understand their target markets, and because celebrities are often the ones leading the trends, they can help companies anticipate cultural movements. Advertising Marketing'

Creativity 8

Creativity Brand Advertising Video 8