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. Anxious to learn as much as possible about this unique brand, I sent a Brand Manager to Switzerland to interview those in the know. Leadership.

CEO 204

CEO Brand Brand Management Human Resources 204

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

OCTOBER 26, 2017

Erdogan suggests saying something along the lines of, “I’d like to be in a job with more predictability and reduced travel.” A year later, Lauren was working as a temp to make ends meet when she applied to what was essentially a marketing assistant job. “I made it clear I was there to learn,” she says.

How To 13

How To Long-term Marketing Case Study 13

Harvard Business Review

NOVEMBER 25, 2013

At one travel services giant, 100X more data in less than two years utterly transformed the enterprise conversation around “loyalty.” 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

AUGUST 23, 2013

After all, it''s hard enough to build a business within one''s home market. Recently, I spoke with the head of marketing at a multi-billion-dollar company which had been global for decades, long before it became trendy. Marketers are empowered by this new world order too, but in a different way — through analytics.

Globalization 8

Globalization Brand Marketing Learning-by-Doing 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