Eric Jacobson

JUNE 29, 2019

“Brand helps us engage customers and employees, unleash our competitive advantage, and fuel enduring growth,” explains Lindsay Pedersen, author of the new book, Forging An Iron Clad Brand: A Leader’s Guide.” “And And yet, despite this power of brand, it is grossly underused.

Brand 50

Brand Competitive Advantage Executive Coaching Brand Management 50

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. Obviously barbed wire fence altered the practice of using branding for identification. Brands are powerful tools for customer trust. Cattle shared open grazing range.

Brand 150

Brand Airlines Wilde Tools 150

Skip Prichard

FEBRUARY 8, 2021

It has benefited enormously from employees and consumers acting as brand ambassadors, who rave on social media about the brand’s advocacy of social causes. Incidentally, this also made Ben & Jerry’s one of the world’s best-selling ice-cream brands. They share this characteristic with disruptive leaders.

Charisma 144

Charisma Bond Leadership Brand 144

In the CEO Afterlife

DECEMBER 31, 2011

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. How do retired CEO’s spend there time when the power and the glory is gone?

Blog 222

Blog Mission Statement Strategic Planning Brand 222

Lead Change Blog

OCTOBER 2, 2018

Joel shares: “ Individuals, like companies, have a brand. Those who are proactive at shaping their own brand identity are more likely to be recognized and to get ahead in the workplace. It might be the most powerful thing leaders can do. ” Follow Joel on Twitter at @JoelGarfinkle. Engagement.

Leadership Development 312

Leadership Development Development Leadership Brand 312

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. Lessons Learned from Corporate Branding and Rebranding Efforts of Note. About the Author.

Brand 63

Brand Advertising Diversity Competitive Advantage 63

N2Growth Blog

APRIL 20, 2010

The preceding description paints the perfect illustration of why branding is one of my favorite topics…It is complex. Unless you are a very large enterprise it is unlikely that you have the time, money, staffing, or external professional relationships to execute a brand management strategy such as the one outlined above.

Brand 271

Brand Blog How To Public Relations 271

Great Leadership By Dan

DECEMBER 22, 2016

When John Moorhead, the new ecommerce brand manager, learned that the company hadn’t communicated with customers on this matter, his first reaction was, “We need to apologize.” Let’s hear it for the power of a strong corporate vision. They called, wrote, complained on Amazon, and lit up social media.

How To 120

How To Customer Loyalty Short-term PR 120

The Practical Leader

FEBRUARY 27, 2012

Are you engaging and retaining frontline team members through effective employer brand management ? Are you living your brand from the inside out? Do you lead with What or even How and miss the energizing power of Why ? Are you breaking down silos to unleash positive power ?

Simon 58

Simon Discount Hotels Open-book 58

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 121

Reputation Brand How To Media 121

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

MAY 10, 2013

Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. The same thing is happening in marketing organizations. Big Data" is the latest buzzword in our industry. Pull lever X, out will pop Y as a result. All this is good — mostly.

Tools 11

Tools Marketing Power Brand 11

Anese Cavanaugh

APRIL 17, 2009

My little secret is that I’ve found these retreats so powerful that I’ve even started scheduling them for myself on a quarterly basis.) She’s mission focused and committed to her clients, and in fact so much so that I invited her to be a part of my team as our Creative Director & Brand Manager.

Hotels 70

Hotels Brand Brand Management Creativity 70

Harvard Business Review

MARCH 20, 2023

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

Technology 21

Technology Power Company Brand Management 21

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

Harvard Business Review

SEPTEMBER 1, 2016

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. But what if these brand managers are wrong? The head office is also usually the more powerful voice in the organization, with a veto over local managers. Insight Center.

Marketing 9

Marketing Brand Management Brand Globalization 9

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. Your Company Sucks pulls back the curtain on business performance to reveal the four reasons businesses decline. It’s not too late to turn your company around – go from sucking to soaring!

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

SEPTEMBER 17, 2013

Cialdini saw this powerful effect in action at an Arizona hospital he advised; exercise compliance increased 32% almost immediately after the physical therapy unit started displaying their staff’s credentials.). Branding Managing yourself Networking'

Brand 14

Brand Cialdini Brand Management Conference 14

Harvard Business Review

JUNE 4, 2018

That makes simple and engaging user experience design for management key. We see here the power and opportunity for network effects. Practically everything a digitally-dependent knowledge worker sees, hears, or swipes can become a recommendation.

Engineering 8

Engineering Marketing Advertising Brand Management 8

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. He notes that U.S.

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

FEBRUARY 22, 2013

Embedding a product or service into a story masterpiece has seemed like a natural win — especially when the assumption is that brand stories will never be able to compete with the real storytellers in Hollywood. And the future of storytelling will turn this power dynamic on its head. Audiences will demand authenticity.

Productivity 9

Productivity Products Storytelling Advertising 9

Harvard Business Review

JULY 30, 2015

A brand manager at a Fortune 100 company expressed deep frustration to me: “We want to connect to our customers in a new way. ” Another brand manager told me that many agencies are creating social spin-offs but they still operate like traditional ad agencies. Agencies are stuck on advertising.

Marketing 8

Marketing Advertising Trends Brand 8

Harvard Business Review

DECEMBER 4, 2018

Communication professionals try to utilize every available resource to reach their audience during times of change, to be a powerful voice in their lives, and to foster connections—but too often they aren’t getting through. Businesses Are at an Internal Communication Crossroads.

Content 8

Content Middle Management Directory CIO 8

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? Brands, too, have to search for that kind of power to attract across seemingly variant markets. They are transformable.

Brand 16

Brand Storytelling Marketing Media 16

Harvard Business Review

JUNE 16, 2016

Maybe a brand manager is moved to a different department, but little else changes – the same consultants are hired, the same “best practices” are pursued – and organization itself rarely actually learns. Intelligence analysts live in a different knowledge context from managers. billion sales in India.

Planning 8

Planning Competitive Intelligence Pharmaceuticals Brand 8

Harvard Business Review

MARCH 29, 2012

A few years ago, community managers did not exist. Yet with 67% of surveyed brand managers planning to launch social media campaigns in the next 12 months, community managers are now amongst the most sought after marketing professionals. Here's a five-step checklist to ensure you stay relevant: 1.

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

MARCH 20, 2013

The overarching role of the ad agency has shifted from content generator to a combination of strategist, curator, and brand manager. The audience plays a more active part in both generating content and filtering the ideas. This user-centered process also highlights the "test and learn" approach to new content.

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. More than 100 years ago, the grandfather of modern advertising John Powers laid out his famous advice to an industry in search of its soul. It's a solid piece of advice.

Advertising 16

Advertising Banking Audience Media 16

Harvard Business Review

AUGUST 23, 2018

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. When sales of the Frankenstein product missed their mark, everyone shared the blame.

Project 8

Project Innovation Team Stage-Gate 8

Leading Blog

AUGUST 21, 2012

That single sentence captures the greatest challenge that executives and managers face today: keeping their people and their organizations centered on what matters most. Every organization needs a Main Thing—a single, powerful expression of what it hopes to accomplish. He likens our concept of The Main Thing to a strong brand. "A

Organization 284

Organization Mission Statement How To COO 284

Harvard Business Review

NOVEMBER 21, 2011

Brand managers and customer care leaders beware. But I'm surprised that more firms aren't more proactive about being more transparent about how they handle customer complaints — instead of making it a little too easy for "power complainers" to disproportionately shape the public complaint conversation. Everyone looks good.

Disintermediation 15

Disintermediation Call Center Core Competence Incentives 15

Harvard Business Review

MAY 24, 2012

Substitute merchandiser in retail for the product manager at a pharma company or the brand manager at a packaged goods firm, and it's tempting to dredge up the "man-versus-machine" metaphor. Until this happens, many companies continue to place their biggest bets on the fallout from turf wars and power plays.

Merchandising 10

Merchandising Risk Management Supply Chain Retail 10

Harvard Business Review

SEPTEMBER 6, 2011

He needs to get Grainger's products, such as pumps, power tools, and electrical supplies, quickly. She's the purchasing manager at her company. For example, Grainger has formed teams in brand management for each customer segment to identify solutions that result in quantifiable bottom-line improvement.

Process 13

Process Marketing Bottom-up Brand Management 13

Harvard Business Review

JULY 25, 2011

Yes, Apple spends lavishly on promoting its brand, but the study attributed the spike in brand valuation to the impact of two products — the iPad and, to a lesser extent, the iPhone. Want to build a powerful brand? Ask yourself if your products (or services) could serve as ambassadors for your brand.

Brand 14

Brand Brand Valuation Advertising Marketing 14

Harvard Business Review

JUNE 25, 2014

If you’re a brand manager or CMO, that’s what you should care about. The ability to see who takes an in-store selfie or tweets a product complaint confers power and insight. What’s the secret sauce these technologies all have in common? Their creativity is measurable, trackable, and accountable.

Creativity 8

Creativity Marketing Advertising Metrics 8

Harvard Business Review

MARCH 20, 2013

The overarching role of the ad agency has shifted from content generator to a combination of strategist, curator, and brand manager. The audience plays a more active part in both generating content and filtering the ideas. This user-centered process also highlights the "test and learn" approach to new content.

Innovation 8

Innovation Advertising Market Segmentation Brand 8