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

SEPTEMBER 25, 2014

According to Monique Nadeau, President and CEO of Hope Street Group, “Women overwhelmingly hold the consumer purchasing power in our country, whether we’re talking about individuals or households. Then, you might wonder why so many companies are getting it so wrong when it comes to how they market to them. About the Author.

Brand 63

Brand Advertising Diversity Competitive Advantage 63

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

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. Brands are powerful tools for customer trust.

Brand 150

Brand Airlines Wilde Tools 150

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

Harvard Business Review

MAY 10, 2013

The same thing is happening in marketing organizations. Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. Marketers typically spend the bulk of their creative energy making themselves look attractive to potential customers.

Tools 11

Tools Marketing Power Brand 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

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. It’s also your job to do everything in your power to help your new hire meet those expectations. Everyone makes hiring missteps.

Emotional Intelligence 74

Emotional Intelligence CTO Stress Exit Strategy 74

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

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 13

Process Marketing Bottom-up Brand Management 13

Harvard Business Review

JUNE 25, 2014

Marketers worldwide grew up with John Wanamaker’s famous marketing aphorism, “Half of my advertising is wasted; I just don’t know which half.” This new reality has sparked global Game of Thrones- like hostility and rivalry in the marketing and advertising communities. That’s a winning combination.

Creativity 9

Creativity Marketing Advertising Metrics 9

Skip Prichard

NOVEMBER 16, 2021

And that’s where the power – and the risk – lies. Google prides itself on the purity of its powerful search engine but is also not seeking to have anyone misrepresented. On the other side of the spectrum, what advice do you have for those just starting a new profession and want to start building their brand?

Reputation 122

Reputation Brand How To Media 122

Strategy Driven

AUGUST 19, 2011

It identifies your company’s red flags, and provides a powerful and innovative methodology to transition from failure to flourish. Jobs was determined to bring the technology to market and anyone who stood in his way would not have a place at Apple. Rudderless Leadership. Absolutely not. In fact, we all know it too well.

Marketing 50

Marketing Objective Short-term Discount 50

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

Strategy Driven

JUNE 10, 2011

Marketing executive in New York City. If you are reading this column, you most likely play a role in building brands. You may even share the views of the marketing executive that I quoted above. From what I’ve seen, many marketers don’t understand the New Heartland. They wear tacky clothing and jewelry. population.

Brand 50

Brand How To Marketing Focus Group 50

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

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? Thus, transbranding is using brands to connect and effectively move between divergent markets.

Brand 16

Brand Storytelling Marketing Media 16

Harvard Business Review

JUNE 16, 2016

In July 2015, Novartis launched its new heart failure drug, Entresto, which Forbes in 2014 predicted would be a blockbuster — with expected sales of $10 billion annually — as the potential market in the US exceeds 5 million people with a heart failure condition. The failure stemmed from resistance in the U.S.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 8

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

JUNE 6, 2013

has one clear advantage over Chinese competition: branding. 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. Branding China Global business'

Brand 8

Brand Globalization Brand Management Long-term 8

Harvard Business Review

NOVEMBER 25, 2013

These customers were given perks, privileges and the power to offer certain promotions. The combination of digital due diligence, processing power and predictive profiling required several terabytes — far more than the bank’s internal systems could handle. The apparent result?

Due Diligence 11

Due Diligence KPI Loyalty Information Technology 11

Harvard Business Review

JULY 25, 2011

This post is part of the HBR Insight Center Marketing That Works. Not long ago, market research shop Millward Brown released a ranking of the world's most valuable brands. The value of its brand was $153 billion, up 84 percent year on year. There's a lesson in this for every marketer.

Brand 15

Brand Brand Valuation Advertising Marketing 15

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

Harvard Business Review

MARCH 20, 2013

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. The audience plays a more active part in both generating content and filtering the ideas.

Innovation 15

Innovation Advertising Market Segmentation Brand 15

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. But in many ways, the lessons that we marketers must continually relearn are timeless. It's a solid piece of advice. His advice boils down to this: Be interesting, tell the truth, and live the truth.

Advertising 16

Advertising Banking Audience Media 16

Harvard Business Review

SEPTEMBER 21, 2011

Once-willing consumers will soon become reluctant to connect with brands or will completely sever social ties to brands once they deem the connection fruitless. Not long ago, I attended a daylong social marketing summit at the campus of a leading national brand that also housed a number of popular sub brands.

Media 15

Media Brand Discount Learning-by-Doing 15

Harvard Business Review

AUGUST 23, 2018

Scalers iteratively experiment and tweak new ideas until they find product-market fit using methods like agile or lean. This is a strong model for industries like consumer packaged goods, where one person, such as a brand manager, is responsible for product development from beginning to end.

Project 8

Project Innovation Team Stage-Gate 8

Harvard Business Review

MARCH 20, 2013

Back in the Don Draper days, the creative agency would pitch storylines, mock them up, test them with market segments, go back to the drawing board, and produce the one that got the most positive feedback and fit best with the brand. The audience plays a more active part in both generating content and filtering the ideas.

Innovation 8

Innovation Advertising Market Segmentation Brand 8

Harvard Business Review

MAY 24, 2012

Every business day, companies cede hard evidence to the political agendas of a willful manager or department, and these companies span geographies, industries, revenues, and market segments. Until this happens, many companies continue to place their biggest bets on the fallout from turf wars and power plays.

Merchandising 11

Merchandising Risk Management Supply Chain Retail 11

Harvard Business Review

APRIL 21, 2015

Yet lately it seems that brands have been pretty numb to the deep changes we can all see around us in how gender is being perceived and defined. Even though gender is increasingly understood to be fluid and multidimensional, brands continue to draw power from gender stereotypes.

Brand 8

Brand Aaker Participative Media 8

Harvard Business Review

DECEMBER 13, 2017

The facilitator, Caroline Dvorjak , was a marketing professor and a seasoned consultant. Kent Brockman, Otto’s CMO, and Khalil Salem, the brand manager for Piper, Otto’s largest and most profitable brand, had sent statements supporting a shake-up a few hours earlier. No pruning necessary. Rick spoke up.

Hotels 8

Hotels Case Study Brand Price 8

Harvard Business Review

JULY 29, 2014

and Blackstone recommend to people who want to build their own brand? I recently sat down with Lazarus and an audience of senior professional women, to discuss personal, rather than corporate, marketing advice. You don’t have to be mean to be powerful, and you can do anything with charm.

Brand 8

Brand CEO Mission Statement Career 8

N2Growth Blog

JUNE 11, 2010

I’m going to tell you the cold hard truth about social media…what you need to know that most people won’t tell you. &# Don’t get me wrong, recognizing the value of participating in the most powerful medium on the planet by getting in the game is a good thing, but it’s an even better thing when coupled with a plan.

Media 357

Media Influence Blog Real Estate 357

Harvard Business Review

AUGUST 9, 2016

In a crowded, multichannel marketplace, companies realize that a great customer experience—consistently delivering what customers want, when they want it—can be a powerful differentiator. Read more from Google Analytics 360 Suite: Rethinking Marketing Measurement from the Ground Up. Marketing Takes the Lead.

Marketing 9

Marketing Content Insurance Brand 9

Harvard Business Review

FEBRUARY 1, 2013

Teixeira is an assistant professor of marketing at Harvard Business School whose latest research involves Web-based facial tracking in order to measure why, when, and how much you should entertain your customers in ads. Sachs is the author of the book Winning the Story Wars and the cofounder and CEO of Free Range Studios.

Brand 8

Brand Advertising Storytelling Audience 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. The Real Power of Enterprise Social Media Platforms. IT management Information & technology' the IT function).

Organization 8

Organization CIO Compliance CRM 8

Harvard Business Review

DECEMBER 16, 2010

These six ideas emerged in 2010 as powerful "innovation invitations" and seem sure to intensify in power and influence. Devices of all kinds have gone from advertising, branding, and marketing media to promotional platforms. That's right. Contestification. obscures the tectonic economic shift in global retail.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16