Harvard Business Review

AUGUST 25, 2016

Technology facilitates greater transparency and visibility throughout enterprise ecosystems. To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics? The company had traditionally focused its design and development efforts on new products.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

JUNE 4, 2018

Think of an enterprise Netflix, Amazon, or Spotify for marketers; the same technology enhancing customer choice now empowers managerial decision. That makes simple and engaging user experience design for management key. These insights will be immensely useful for top management.

Engineering 8

Engineering Marketing Advertising Brand Management 8

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. That’s an understatement.

Brand 260

Brand P&L Human Resources Brand Management 260

Harvard Business Review

OCTOBER 30, 2012

That's because information technology — not just the Internet, but also mobile devices, " big data " for intensive data-crunching, and other computer hardware and software — will render even some of today's most proficient business processes obsolete by the end of the decade. Apple uses Foxconn to make iPads, iPhones, and iPads.

Process 16

Process Strategy Offshoring Information Technology 16

Harvard Business Review

JUNE 25, 2014

Digital media and tracking technologies, along with dramatically improved analytics, now mean that serious marketers — if they really care to know — can have an excellent idea of just how effective (or wasteful) their advertising really is. What’s the secret sauce these technologies all have in common?

Creativity 9

Creativity Marketing Advertising Metrics 9

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. Real artists may indeed ship, as Jobs famously exhorted his team , but savvy businesspeople don’t do so without at least a basic brand strategy in place.

Brand 9

Brand Ries Entrepreneur Agility 9

HR Digest

JUNE 27, 2021

Hard skills can be an exhaustive list, hence we have pared it down somewhat to include technical and management skills. Brand Management. Supply chain management. Video production. Any hitch in inventories has a domino effect on the production, manufacturing and marketing plans of a company. Cloud computing.

Skills 116

Skills Supply Chain Emotional Intelligence Affiliate Marketing 116

Harvard Business Review

SEPTEMBER 17, 2013

I had just finished a talk at a leading technology company when an engineer approached me. “I I liked your ideas about personal branding, and I can see how they’d work,” he told me. Branding Managing yourself Networking' But most of them aren’t for me — I’m an introvert. Is there anything I can do?”

Brand 14

Brand Cialdini Brand Management Conference 14

Harvard Business Review

MAY 24, 2012

But in the era of Big Data and decision-making at the desktop, it's vexing to think that any company with significant technology investments would allow the all-too-human traits of ownership debates and subjective opinion to override robust data analysis. But optimizing the use of these and other technologies remains a challenge.

Merchandising 11

Merchandising Risk Management Supply Chain Retail 11

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. Air Wick Freshmatic has since become the most successful new product in the company's history. But having that BEMI and creating a profitable product to exploit it were two entirely different matters.

Trends 12

Trends Short-term Resistance Marketing 12

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

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

JANUARY 23, 2014

Rather it’s an on-going nipping and tucking of organizational resources to achieve both growth and efficiency at multiple levels: the company overall, the operating group level, and even within functional groups like human resources and information technology. Are you competing on the basis of on-going product or technological innovation?

Ulrich 8

Ulrich Cost Efficiency Consultative 8

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

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?’” Is their brand’s purpose is still relevant?

Brand 8

Brand Merchandising Retail Real Estate 8

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. Commitment - While technology is a natural accelerant helping to catalyze new opportunities and extend relationships, creating trust and influence will still take time.

Media 368

Media Influence Blog Real Estate 368

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.

Brand 168

Brand CEO Stage-Gate SWOT 168

Harvard Business Review

SEPTEMBER 20, 2013

Very importantly, they were able to avoid costly technology and implementation programs that would have surely fell short of usage and revenue expectations. Fortunately, the organizations that took the effort to truly understand the value of their data were able to execute appropriately.

Execution 8

Execution Metrics Content Christensen 8

Harvard Business Review

AUGUST 20, 2012

Consumer packaged goods manufacturers are monitoring social media to get real-time information on their customers' perceptions and share it with brand managers. Business model innovation — often enabled by new technology platforms — isn't new. Embrace Industry Disruption. Knit Your Network Together.

Business Model 15

Business Model Process Innovation Media 15

Eric Jacobson

AUGUST 8, 2018

Guest Post: By Debbie Laskey There is no denying that social media has changed how brands communicate. All aspects of business have been affected from technology to human resources to marketing. Even more important, all employees have become their own personal brands – some even major influencers – with their own fans and followers.

Brand 50

Brand Tips Media Customer Loyalty 50

Harvard Business Review

FEBRUARY 3, 2017

That’s certainly what we thought before Bain & Company launched its in-depth investigation of workforce productivity. We asked them to assess their workforce and to describe their people management practices, all with an eye toward understanding the drivers of workforce productivity.

Company 8

Company Sample Software Brand Management 8

Harvard Business Review

AUGUST 5, 2013

Over the next two years, this change in how sales people interact with customers will redefine what the product content will be, how the sales staff will use a new CRM platform to record visits online, and how new insights will be derived from these interactions across sales, marketing, and brand management — ultimately driving decisions.

Organization 8

Organization CIO Compliance CRM 8

Harvard Business Review

OCTOBER 14, 2014

How do some brands manage to resonate so strongly with the public that they seem to get woven into the fibers of culture? These brands create their own cultural movements or advance emerging ones in ways that position themselves as the arbiters of popular culture.

Long-term 8

Long-term Trends Brand Succession 8

Harvard Business Review

DECEMBER 16, 2010

Frito-Lay has already made competition the cornerstone of its Super Bowl advertising , and Toyota , desperate to remind people what a wonderful corporate citizen it can be, invites aspiring innovators to suggest how the firm's technology can be used for good in unexpected ways. I haven't a clue. A Beautifully Designed Lobby.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

Harvard Business Review

FEBRUARY 16, 2011

When Nokia's boss declares a state of emergency because the company is caught between a surge of low-end products and the runaway success of other mobile telephony platforms, you know that his organization is crying out for 2-in-1 leadership. It became the most successful product launch in the company's history. Valuable enough?"

Parcell 12

Parcell CEO Airlines Trends 12