Career Advancement

AUGUST 27, 2018

It is a studiously crafted personality profile of an individual, institution, corporation, product or service.”. By revamping her image, Stella increased the success of the whole company. According to a recent Nielsen survey, the opinions of people we trust are what influence us most when it comes to branding.

Brand 166

Brand Brainstorming Creativity Brand Management 166

Women on Business

JUNE 26, 2012

It is the recognition of a brand that makes the company, service, or product what it is. In our increasingly visual society, it’s difficult to build brand recognition because of the plethora of competition. Without the consumer’s ability to visualize a brand, however, it is destined to fail. Tara Hornor.

Brand 211

Brand Brand Management Retail Advertising 211

Lead on Purpose

JUNE 2, 2012

Product managers in coalition organizations know this all too well. My largest client is in the apparel industry with a multiplicity of brand names. Instead, product and brand managers are organized into coalitions that serve as a resource one to another. Authenticity.

Leadership 200

Leadership Apparel Productivity Products 200

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. must all reflect high standards of quality.

Brand 271

Brand Blog How To Public Relations 271

In the CEO Afterlife

DECEMBER 31, 2011

My fascination isn’t my productivity; rather, it is the source of the idea. 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

Harvard Business Review

DECEMBER 23, 2021

Focus on products, narrative, pop culture, and customer needs.

Brand 20

Brand Succession Productivity Products 20

Great Leadership By Dan

DECEMBER 22, 2016

The marketplace knows that the core vision of Seventh Generation is focused on providing environmentally sound products. 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.” Now’s the time for spin, right?

How To 120

How To Customer Loyalty Short-term PR 120

In the CEO Afterlife

JULY 24, 2011

by John • July 24, 2011 • Branding , Marketing • 3 Comments. ABSOLUT Vodka’s advertising campaign is one of the most successful and longest running consumer products campaigns in the history of advertising. It takes a tenacious marketer (or that marketer’s tenacious boss) to stick to a proven success formula.

CEO 100

CEO Advertising Brand Creativity 100

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. Oprah Winfrey is a very successful and charismatic businesswoman.

Charisma 144

Charisma Bond Leadership Brand 144

Skip Prichard

SEPTEMBER 24, 2019

Caroline identifies fourteen of the most common obstacles that you must remove to achieve success. 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 human nature.

Emotional Intelligence 75

Emotional Intelligence CTO Stress Exit Strategy 75

In the CEO Afterlife

AUGUST 1, 2011

Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market. Don’t bet on success. As for Vitalis, brand owner Helen of Troy is trying to extend the brand’s life with a range of line extensions including shampoos and conditioners. Now I ask you.

Brand 170

Brand CEO Stage-Gate Marketing 170

In the CEO Afterlife

AUGUST 1, 2011

Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market. Don’t bet on success. As for Vitalis, brand owner Helen of Troy is trying to extend the brand’s life with a range of line extensions including shampoos and conditioners. Now I ask you.

Brand 131

Brand CEO Stage-Gate Marketing 131

Harvard Business Review

FEBRUARY 22, 2013

The sheer size of the "big screen," Hollywood's confidence that their product can hold audience attention for upwards of three hours, and budgets that run into the hundreds of millions, all proclaim the dominance of their art form. His campaigns give brands the tools they need to expand their story into whichever direction it takes off.

Productivity 9

Productivity Products Storytelling Advertising 9

In the CEO Afterlife

AUGUST 6, 2013

Never in the history of marketing has there been so much talk about branding. The conversation in the world of branding is well beyond product and service brand discussion by marketers and ad agencies. The ramification is clutter, the arch enemy of brand identity. Some companies brand exceedingly well.

Brand 260

Brand P&L Human Resources Brand Management 260

Harvard Business Review

MARCH 20, 2013

What it takes to make the successful shift to open innovation is always an important theme in our discussions. The overarching role of the ad agency has shifted from content generator to a combination of strategist, curator, and brand manager. Meanwhile, the winning producers get money, exposure, and a beefed up portfolio.

Innovation 15

Innovation Advertising Market Segmentation Brand 15

Harvard Business Review

FEBRUARY 28, 2018

As a VP of sales and marketing for Becker-Birnbaum International, a global consumer products company, Aliyah knew she needed a talented marketing director to support her division’s portfolio of 34 products. In contrast, Molly’s network was concentrated mainly within cleaning products.

Case Study 10

Case Study White Paper Analysis Brand Management 10

Harvard Business Review

JUNE 4, 2018

That makes simple and engaging user experience design for management key. As technologies that generate data, enhance analytics, and empower choice, recommendation systems enjoy both an excellent reputation and great success.

Engineering 8

Engineering Marketing Advertising Brand Management 8

Harvard Business Review

OCTOBER 6, 2011

That market insight then serves as the foundation for a blockbuster product in some cases or for a suite of offerings in others. The future success of Zipcar may rely as much on the strength and speed of those trends as it will on the effective management of the company. Embracing BEMIs.

Trends 11

Trends Short-term Resistance Marketing 11

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

AUGUST 4, 2015

In the 1990s, P&G, like other companies, sought to take advantage of global scale and technology platforms, rolling out their products worldwide. But just as tastes for food differ, so do preferences for toothpaste, diapers, soap, and feminine hygiene products.

Globalization 8

Globalization Company Self-aware Merchandising 8

Harvard Business Review

JUNE 13, 2014

Some eager entrepreneurs think their new product is so brilliant and so unlike anything else out there, that they just need to make it available and people will start clamoring over it. 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

SEPTEMBER 6, 2011

Most heads of marketing that I've seen gather "voice of the customer" research for product design decisions, but they don't do enough to help employees understand what customers are looking for. He needs to get Grainger's products, such as pumps, power tools, and electrical supplies, quickly. Here are three ways they can.

Process 13

Process Marketing Bottom-up Brand Management 13

Harvard Business Review

MARCH 20, 2013

What it takes to make the successful shift to open innovation is always an important theme in our discussions. The overarching role of the ad agency has shifted from content generator to a combination of strategist, curator, and brand manager. Meanwhile, the winning producers get money, exposure, and a beefed up portfolio.

Innovation 8

Innovation Advertising Market Segmentation Brand 8

Harvard Business Review

MARCH 13, 2018

companies $450 billion to $550 billion per year in lost productivity. Even those employees who don’t have direct customer contact understand and embrace their role in delivering on-brand customer experiences. Organizations spend over $100 billion annually to improve employee engagement.

Company 13

Company Brand Report Training 13

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

OCTOBER 26, 2017

You might offer to link this work to a “special form of compensation — either a significant bonus, retainer, or a success fee” after you reach a certain target. That way, the hiring manager will feel better about the likelihood of your staying “because you want the money,” he says.

How To 12

How To Long-term Marketing Case Study 12

Harvard Business Review

MARCH 7, 2012

This captures decisions about the nature of different corporate and product messages. Simply put, reasons why a consumer should buy your product, or information about your company. I recently worked with a CMO in a large organization who wanted to challenge his team to create consistently-integrated branded content.

Brand 14

Brand Audience Tools Planning 14

N2Growth Blog

JUNE 11, 2010

In a perfect world you would build relationships with the largest possible universe of targeted constituents where you can productively engage and contribute. Following are a few tips to help you build influence online: Have a Strategy - If you want to create success and influence using social media you better have a plan.

Media 407

Media Influence Blog Real Estate 407

Harvard Business Review

JANUARY 23, 2014

Are you competing on the basis of on-going product or technological innovation? For example, new product development may be the lifeblood of a consumer products company—and thus need to be cultivated and resourced carefully—while in a low-cost producer, or fast follower company, product development may be only a nice-to-have activity.

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Harvard Business Review

JUNE 25, 2014

Advertising creativity has long been a bit of a con job; the media world is filled with costly creative that neither builds brands nor sells products. If you’re a brand manager or CMO, that’s what you should care about. What’s the secret sauce these technologies all have in common?

Creativity 8

Creativity Marketing Advertising Metrics 8

Harvard Business Review

MARCH 29, 2012

The New York Times and other traditional publishers are launching digital products tailored to the mobile web. 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.

Technology 14

Technology Venture Capitalist CIO ROI 14

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. These campaigns and individuals are successful because they reinforce the company''s brand and goals around both sustainability and consumer engagement. Behind every great communicator is a great strategy.

Media 9

Media Public Relations Brand Video 9

Harvard Business Review

AUGUST 23, 2013

After opening up retail locations throughout the United States, the American stores were flooded by foreign buyers purchasing iPhones in bulk in order to take them back and sell them to the scores of people yearning for these products overseas. Don''t panic when you spot global demand for your products and services.

Globalization 8

Globalization Brand Marketing Learning-by-Doing 8

Harvard Business Review

MARCH 1, 2011

When sales once again started to slow in 2002 the campaign idea proved flexible enough to help revive the brand's fortunes once again. Messing with a much loved brand is never easy, but astute brand management involved ardent fans with the relaunch and enlisted another British icon, Paddington Bear, to bring the brand back to growth.

Brand 14

Brand Media Brand Management Globalization 14

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. Today’s economy screams for change in the process of branding. Some do it well.

Brand 168

Brand CEO Stage-Gate SWOT 168

In the CEO Afterlife

JUNE 19, 2011

Encouraged by parents who suffered the hardships of a world war, we worked hard to do better, to make a success of ourselves. As a young Brand Manager, I pounced on consumer insecurities, pumping products that solved bad breath, armpit odor, yellow teeth and bad skin. They know we can well afford their products.

Advice 147

Advice Marketing Marketing Strategy Brand 147

Harvard Business Review

FEBRUARY 1, 2013

What makes ads successful? You're trying to create a clear association between your brand and a certain kind of feeling or a certain kind of style or a certain kind of approach," explains Jonah Sachs. The goal is to sort of announce whatever your new or slightly tweaked brand position is." Maybe, if you do viral right.

Brand 8

Brand Advertising Storytelling Audience 8