Skip Prichard

NOVEMBER 16, 2021

Brands evolve and mature and grow just as we do. Sustaining a brand then means having good filters for evaluating opportunities, a good sense of what the end goal looks like (desired brand) and a good system in place to hold yourself personally accountable to making sure you live true to the legacy that you’re building.

Reputation 121

Reputation Brand How To Media 121

Harvard Business Review

JUNE 4, 2018

” Unlike search, recommendation systems seek to predict the “rating” or “preference” a user would give to an item, action, or opportunity. Thoughtfully managed, recommendations can prove far more valuable to marketers than for the customers they ostensibly serve. We’re the opposite.

Engineering 8

Engineering Marketing Advertising Brand Management 8

In the CEO Afterlife

AUGUST 6, 2013

They endorse a whack of dough into media and they continue to extend brand names into other categories, but they are falling short in spearheading brand equity growth. The new economy has accelerated the need for change in the branding process. I am not suggesting restructuring the entire brand management system.

Brand 260

Brand P&L Human Resources Brand Management 260

Harvard Business Review

JUNE 6, 2013

First, other global firms have a deep bench of seasoned brand strategist supported by rich and varied set of brand management systems and tools that are lacking in Chinese firms. Both are largely based on the brand management effort pioneered by P&G some 75 years ago and extended by the many P&G progeny.

Brand 8

Brand Globalization Brand Management Long-term 8

Harvard Business Review

AUGUST 25, 2016

To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics? But brand managers need the computational competence of data scientists and analytic tools to get greater value from that data. How does that data get shared (inclusiveness)?

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

FEBRUARY 28, 2018

After working with HR to narrow down the list of candidates, she had two finalists, both internal: Molly Ashworth, a brand manager on her team in the cleaning division, and Ed Yu, a rising star from BBI’s beauty division. And we’re confident in the data — we’ve been testing the system for months now.”

Case Study 11

Case Study White Paper Analysis Brand Management 11

Harvard Business Review

OCTOBER 30, 2012

Simple customer calls, such as checking an account balance or confirming a flight, are increasingly handled by automated voice response systems or self-service on the Internet. Brand managers at P&G, for instance, get a constant feed of consumer sentiment from social media.

Process 16

Process Strategy Offshoring Information Technology 16

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? What then determines the hits and the misses in the new branding era? Take for instance the Gap logo fiasco.

Brand 16

Brand Storytelling Marketing Media 16

Harvard Business Review

MAY 31, 2011

Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system. Get a common planning and information system.

Brand 14

Brand Aaker Objective Team Building 14

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. Supply chain management has become the most important cog of this big digital eco system. Emotional Intelligence. Collaboration. Adaptability.

Skills 116

Skills Supply Chain Emotional Intelligence Affiliate Marketing 116

Harvard Business Review

JULY 25, 2011

It took a near-death experience to drive home one critical insight: you can advertise and promote all you want, but the ultimate "brand manager," post purchase, is the product itself. A car that's no good will assuredly erode a brand — and do so steadily as time goes by. (GM used to out-spend even Procter & Gamble.)

Brand 14

Brand Brand Valuation Advertising Marketing 14

Harvard Business Review

NOVEMBER 25, 2013

The combination of digital due diligence, processing power and predictive profiling required several terabytes — far more than the bank’s internal systems could handle. 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

NOVEMBER 21, 2011

I see them oozing into and out of the emergent — and increasingly co-dependent — customer service eco-systems of Twitter, Facebook, YouTube, Yelp and corporate contact centers. Brand managers and customer care leaders beware. But I also know perverse incentives and unintended consequences when I see them.

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. "Charlie, don't talk to me about historical purchase trends, I've been doing this for thirty years. Go ahead and do your analysis.

Merchandising 11

Merchandising Risk Management Supply Chain Retail 11

Harvard Business Review

JANUARY 23, 2013

There's not a brand manager, health care administrator, CMO or CIO who wouldn't benefit big-time from benchmarking their own operations to this campaign's. The Obama campaign's techniques, tools and technologies deserve detailed and dedicated attention from every organization that takes data-driven decisions seriously.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

MAY 10, 2013

Yelp provides an early-warning system for dining out, by helping us avoid bad restaurants and alerting us to must-try items at good ones. Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. Life has never been more predictable.

Tools 11

Tools Marketing Power Brand 11

Harvard Business Review

JANUARY 23, 2014

A few years ago Dave Ulrich, a management thought leader from the University of Michigan, made a comment I found both insightful and profound: “ Every leader needs to have a model of organization design.” What type of leadership and culture are required to achieve the value proposition?

Ulrich 8

Ulrich Cost Efficiency Consultative 8

Harvard Business Review

MARCH 7, 2012

Managing communications in an integrated or system-wide way will require a new set of behaviors at all levels of your organization — behaviors that embrace a process and apply set standards for all communications efforts. At a minimum, you should have brand standards that give "rules to create by" for your creative team.

Brand 14

Brand Audience Tools Planning 14

Strategy Driven

JUNE 10, 2011

What I found was a very strong common values system – a vital lens through which Heartland residents view your brand – that can determine whether you win us over or turn us off. These values and lifestyle activities provide an entry point for brands to start the conversation and ultimately build a relationship.

Brand 50

Brand How To Marketing Focus Group 50

In the CEO Afterlife

OCTOBER 17, 2011

Is it any wonder private labels exploit the weaknesses of neglected brand-names that continually discount and line extend for upticks in volume? Today’s economy screams for change in the process of branding. I’m not suggesting restructuring the entire brand management system.

Brand 168

Brand CEO Stage-Gate SWOT 168

Harvard Business Review

DECEMBER 13, 2017

She and her team projected $200 million in annual cost savings; greater negotiating power with online travel agencies such as Expedia and Priceline; and the ability to boost both revenue, by cross-selling brands, and occupancy rates, by leveraging a larger reservations system. No pruning necessary.

Hotels 8

Hotels Case Study Brand Price 8

Harvard Business Review

SEPTEMBER 20, 2013

They assume that if they collect the data, and house it in their systems, it must be their data. For example, a product evaluating nonprofit organizations may be highly useful to a wealth manager seeking to help his client to select a charity as part of a value-added tax efficiency service. Sounds obvious, doesn’t it?

Execution 8

Execution Metrics Content Christensen 8

Harvard Business Review

AUGUST 20, 2012

Healthcare organizations are implementing electronic health records systems so they can migrate from islands of medical services to sharing patient data across care providers. 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 15

Business Model Process Innovation Media 15

Harvard Business Review

NOVEMBER 1, 2013

Although the partnership model has not yet been tried for ACOs, it has allowed a variety of multi-specialty medical groups — including the Mayo Clinic, Kaiser Permanente, and the Geisinger Health System — to achieve superior quality outcomes, outstanding service, and increased affordability. We are confident it will allow ACOs to do the same.

Organization 8

Organization Chief Executive Officer Health Care Insurance 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

DECEMBER 16, 2010

Advertising will take a backseat to promotional offers as retailers and brand managers alike collectively decide that branding a promotion matters just as much as promoting a brand. The Kinect's hackability has made that system even more appealing.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

In the CEO Afterlife

JUNE 8, 2016

Speciality coffee shops are competing with retail brands for consumers’ attention in the grocery aisle, new coffee formats are being introduced (such as single-cup brewing systems), and U.S. competitors are entering the market. There is exponential growth to be had.

Brand 100

Brand Brand Management Advertising Management 100