article thumbnail

The Genius behind Toblerone | In the CEO Afterlife

In the CEO Afterlife

Anxious to learn as much as possible about this unique brand, I sent a Brand Manager to Switzerland to interview those in the know. The exuberant Brand Manager came back with plenty of information including a story that had been long-buried in the company archives in Neuchatel.

CEO 204
article thumbnail

Personal Branding for Introverts

Harvard Business Review

For those good reasons, I’ll often say yes, but I’ve had to learn my limits: if I’ve been traveling too much, or had a frenzied schedule that day, or my social chops are hampered by lack of sleep, it’s far better to refuse. Branding Managing yourself Networking'

Brand 15
Insiders

Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

article thumbnail

How is Big Data Transforming Your 80/20 Analytics?

Harvard Business Review

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.

article thumbnail

How to Speak American: Building Brands in the New Heartland

Strategy Driven

As a card-carrying member of the New Heartland, born in Illinois and raised in Tennessee, I have always been reminded of this region’s uniqueness during my travels around the world. Yes, that’s 60 percent of the US population. I’ll admit that there have been times when I tried to dilute the fact that I’m from the Heartland.

Brand 50
article thumbnail

How to Apply for a Job You’re Overqualified For

Harvard Business Review

Erdogan suggests saying something along the lines of, “I’d like to be in a job with more predictability and reduced travel.” Today she is a career adviser and hiring manager at resumecompanion.com. ” (This assumes you know the position offers those things.) ” Nevertheless, he wanted the job. .

How To 14
article thumbnail

Taking Your Brand Global Is Easier Than You Think

Harvard Business Review

But in today''s digital age, people in faraway places can find your website, learn about your company, and have an experience with your brand. Marketers and brand managers today cannot always control the traffic streams — and their sources — that arrive at their website. Decide whether you need a physical presence.

article thumbnail

Case Study: Should a Hotel Giant Eliminate Some Brands and Refocus?

Harvard Business Review

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.