Harvard Business Review

JULY 17, 2015

Killing off brands is not a popular or pleasant thought, but we should consider it more often than we do. Some executives may be reluctant to admit – perhaps for sentimental or political reasons — that their brand is sucking out more value from the company than it creates. Profitability isn’t a useful metric.

Brand 8

Brand Merchandising Retail Real Estate 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. Develop and exploit silo spanning programs. One finding was that autonomous silos are simply no longer viable.

Brand 14

Brand Aaker Objective Team Building 14

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. The science of storytelling and brand performance. 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

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

MARCH 10, 2011

The big new thing in social technology is the ability to do something really old: talk to people face-to-face in real time. As more is communicated, more emotions shared, more passions pursued in this much more vivid medium, we're likely to see stronger bonds between brands, consumers, networks and causes. Avoid anonymity.

Brand 14

Brand Video Technology Tools 14

Strategy Driven

AUGUST 19, 2011

Jobs was determined to bring the technology to market and anyone who stood in his way would not have a place at Apple. Warring camps develop, each seeking supremacy in what has become a political organization. Absolutely not. In the vacuum this creates, complacency takes hold. To read Mark Stevens’ full biography, click here.

Marketing 50

Marketing Objective Short-term Discount 50

Harvard Business Review

MARCH 7, 2012

Developing an integrated communications capability within your organization will give you just that. It will also enhance your reputation and the value of your brand. The What/How/Who Model requires that plans be developed at each of the following levels: The What of your communications requires Category Plans.

Brand 14

Brand Audience Tools Planning 14

Eric Jacobson

AUGUST 8, 2018

Debbie Laskey developed her brand marketing and communications expertise while working in the high-tech industry, the Consumer Marketing Department at Disneyland Paris in France, the nonprofit arena, and the insurance industry. Guest Post: By Debbie Laskey There is no denying that social media has changed how brands communicate.

Brand 50

Brand Tips Media Customer Loyalty 50

N2Growth Blog

JUNE 11, 2010

In today’s post I’ll share some thoughts on the importance of social media influence in the building of personal and corporate brand equity. Can you generate an increase in revenue and brand equity with social media? Is social media right for business? How does social media compare with other mediums?

Media 407

Media Influence Blog Real Estate 407

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 15

Process Strategy Offshoring Information Technology 15

Harvard Business Review

AUGUST 4, 2015

Yet this universalism – the conviction that “we’re all the same” – sat in contrast to decades of lessons learned globalizing P&G’s billion-dollar brands, the guardians of which sat in the floors below as Nagrath spoke. Recategorize. Healthy debate.

Globalization 8

Globalization Company Self-aware Merchandising 8

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. Emotional Intelligence. Collaboration. Adaptability. Artificial Intelligence, Deep learning. Finance special emphasis on block chain and Cryptocurrency.

Skills 116

Skills Supply Chain Emotional Intelligence Affiliate Marketing 116

Harvard Business Review

JANUARY 23, 2012

Further, in some industries customers lack technological sophistication to know what is or is not feasible, limiting the usefulness of their guidance. I've seen many entrepreneurs who have developed elegant solutions to things that matter a great deal to them — and really to no one else.

Audience 14

Audience Entrepreneur Maturity Innovation 14

Harvard Business Review

JANUARY 23, 2013

The Obama campaign's techniques, tools and technologies deserve detailed and dedicated attention from every organization that takes data-driven decisions seriously. 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.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

OCTOBER 6, 2011

Rather, a BEMI comes from the ability to see the connection between fundamental trends and the emergence and development of the hotly contested and lucrative markets those trends will eventually foster. This BEMI was the impetus for Lexus, a hugely successful brand for the past two decades. cents per diaper).

Trends 11

Trends Short-term Resistance Marketing 11

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. The innovation consulting firm Innosight often refers to “$50 million in 5 years” as a reasonable target for a brand new business. Understand who would value it, why, and how much.

Execution 8

Execution Metrics Content Christensen 8

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

OCTOBER 28, 2015

At a medical device company, a brand manager was examining a chart of daily traffic to his website. For someone responsible for a website’s traffic, the scale and swiftness of the drop should have made him gasp, but the manager nodded knowingly. Fou, a prodigy who earned a Ph.D.

CPM 8

CPM Advertising Marketing Supply Chain 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. I personally see the comments about the P&G brand.

Business Model 14

Business Model Process Innovation Media 14

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. It started with a bold vision.

Long-term 8

Long-term Trends Brand Succession 8

Harvard Business Review

FEBRUARY 3, 2017

In some technology companies, for example, software development is critical to business success. So the best-performing companies in this industry make sure that software development roles are filled with star talent. But having the very best brand managers and marketers may make a big difference.

Company 8

Company Sample Software Brand Management 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. It's easy to marry a WWWabsite with a contest, for example.

Innovation 16

Innovation Supply Chain Business Simulation Advertising 16

Harvard Business Review

AUGUST 5, 2013

A pharmaceuticals company we''ve been studying decided to deploy more than 20,000 iPads and other mobile devices to the global sales force to improve its engagement with doctors in emerging and developed markets. For new investments this is about managing organizational change and driving use of information.

Organization 8

Organization CIO Compliance CRM 8

Harvard Business Review

FEBRUARY 16, 2011

They not only grow their current business but simultaneously develop the next one that, ultimately, will enable a graceful transition from the first. They ask themselves big, searching questions like: "What new trends and technologies could possibly undercut our current business?" "Are Are our new ideas big enough? Valuable enough?"

Parcell 11

Parcell CEO Airlines Trends 11

Harvard Business Review

APRIL 14, 2015

Since the birth of e-commerce, marketing experts have disagreed about the future role of brands. Some have predicted that digital technologies will hasten the demise of brands because customers will have ready access to information they need to make purchase decisions, and “brand” will therefore become less relevant.

Brand 8

Brand Brand Valuation Power Brand Management 8