Strategy Driven

JANUARY 9, 2020

Focus on Your Own Branding. Some digital marketing agencies are so busy working on the branding of others that they simply forget to work on their own brand management. These procedures serve as the blueprint for effectively managing the daily operations of the business in an efficient manner.

Marketing 13

Marketing Tips Succession Price 13

Harvard Business Review

SEPTEMBER 1, 2016

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. The head office, meanwhile, takes the position that achieving scale justifies losing some local customers in return for global efficiencies. But what if these brand managers are wrong?

Marketing 9

Marketing Brand Management Brand Globalization 9

Harvard Business Review

AUGUST 25, 2016

Jensen’s subtle and brilliant insight was that the right to make decisions — not just the ability to perform or be responsible for tasks — is essential to organizational efficiency and effectiveness. Decision rights are needed to determine and define how brand management and data management collaborate.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

MAY 10, 2013

Data-rich practices such as econometric modeling, analytics and copy-testing offer brand managers an alluring promise of precision and predictability. These tools can certainly make our profession more efficient. But they also can make brands less exciting and surprising. Pull lever X, out will pop Y as a result.

Tools 11

Tools Marketing Power Brand 11

Leading Blog

AUGUST 21, 2012

Without it, it's not possible to align the four elements that produce organizational efficiency and effectiveness: strategy, people, customers, and processes. Our good friend, Claude Roessiger has long experience with luxury brand management. He likens our concept of The Main Thing to a strong brand. "A

Organization 284

Organization Mission Statement How To COO 284

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 campaign developed impressive tools to better optimize the efficiencies and effectiveness of both their digital and traditional media buys. It was that good.

Marketing 8

Marketing Chief Technology Officer Case Study Critical Success Factor 8

Harvard Business Review

DECEMBER 4, 2018

Surveys show that companies that optimize internal communication improve efficiency, compliance, and customer satisfaction, and have reduced risk and turnover. Troy Griggsby, Communications and Brand Manager at US Auto Logistics (80% non-desk workers) helped launch their employee app in 2017.

Content 8

Content Middle Management Directory CIO 8

Harvard Business Review

JANUARY 23, 2014

Although that kind of redesign is still required periodically, leaders today are more typically confronted with the challenge of how to find cost efficiencies in certain parts of their organization to invest in other parts of the organization that drive growth. As a result, organization design is no longer just a big bang event.

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. So much for making advertising more efficient and accountable.

CPM 8

CPM Advertising Marketing Supply Chain 8

Harvard Business Review

SEPTEMBER 20, 2013

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. The innovation consulting firm Innosight often refers to “$50 million in 5 years” as a reasonable target for a brand new business.

Execution 8

Execution Metrics Content Christensen 8

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