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 15

Brand Storytelling Marketing Media 15

Harvard Business Review

JULY 25, 2011

Not long ago, market research shop Millward Brown released a ranking of the world's most valuable brands. The value of its brand was $153 billion, up 84 percent year on year. Want to build a powerful brand? Ask yourself if your products (or services) could serve as ambassadors for your brand.

Brand 14

Brand Brand Valuation Advertising Marketing 14

Harvard Business Review

MARCH 9, 2016

Their stories offer valuable lessons on how to build a startup into an iconic brand. From the outset, all three men viewed themselves as serving in multiple roles: founder, custodian, brand manager, chief financial officer, recruiter, and head of consumer insights. “Entrepreneurs know how difficult it is to create a brand.

Brand 8

Brand Merchandising Chief Financial Officer Retail 8

Harvard Business Review

JUNE 1, 2018

Consumer responses to these privacy breaches range from increasing reluctance to share their data, to massive erosion of trust in the brand. The science of storytelling and brand performance. Studies have shown that consumers are willing to share information with a brand that they trust will protect their information.

Retail 8

Retail Metrics Brand Brand Management 8

Harvard Business Review

SEPTEMBER 1, 2016

Whether to localize global-brand marketing programs remains one of the most contentious debates in multinational organizations. But what if these brand managers are wrong? Head office preference is to only allow adaptation for the more obvious differences such as language and retail format. Insight Center.

Marketing 8

Marketing Brand Management Brand Retail 8

Harvard Business Review

AUGUST 23, 2013

This process plays out repeatedly, even among some of the world''s largest brands. After opening up retail locations throughout the United States, the American stores were flooded by foreign buyers purchasing iPhones in bulk in order to take them back and sell them to the scores of people yearning for these products overseas.

Globalization 8

Globalization Brand Marketing Learning-by-Doing 8

Harvard Business Review

JULY 30, 2015

After interviewing several ad agency executives and marketing leaders in a diverse group of businesses — pharmaceutical, high-tech, manufacturing, retail, sports, and others — I’ve found a few common themes that could help explain what is going on. Agencies are slow. ” 2. . Agencies are stuck on advertising.

Marketing 8

Marketing Advertising Trends Brand 8

Harvard Business Review

SEPTEMBER 27, 2013

We recently worked with a department store retailer and a team of analysts looking for creative insights into customer loyalty. In our experience, they can come either from the experience of an expert in the sector or brand, as was the case in the previous example, or from qualitative research using observation or in-depth interviews.

Analysis 8

Analysis Loyalty Customer Loyalty Retail 8

Harvard Business Review

DECEMBER 16, 2010

If you're not running an innovative innovation contest to invite participation and build brand, then you're reacting to your competitor's competition. This nascent transition will be as profoundly important for future interpersonal communications — and branding — as the transition from radio to television. Who's running it?

Innovation 15

Innovation Supply Chain Business Simulation Advertising 15

Harvard Business Review

MAY 24, 2012

Risk management isn't exclusive to banking. Pharmaceutical manufacturers, insurers, and retailers invest millions in risk avoidance. You can imagine the closed-door debates between a cavalier merchandiser and a wary data analyst played out at a retailer: "I know it's a big inventory order, Charlie, but don't worry.

Merchandising 10

Merchandising Risk Management Supply Chain Retail 10

Harvard Business Review

JULY 17, 2013

You can argue that it boosts a company''s brand , manages risk , and just plain saves money. Firms that are excelling in this regard have active, branded Twitter accounts, but they also encourage their executives to use Twitter as well. But it is one consumers use to talk about brands, and the world is listening.

Media 8

Media Public Relations Brand Video 8

Harvard Business Review

MARCH 14, 2014

If you’ve been in a grocery store lately, you probably know the rest — the brand caught on quickly. Companies need to experiment with other means of going to market, including launching products with specialty retailers and using social media and other tools to drive word-of-mouth (and keystroke) marketing.

Word of Mouth Marketing 8

Word of Mouth Marketing Brand Marketing Incubator 8

Harvard Business Review

APRIL 25, 2011

Brilliant brand management is multi-media and cause-related. For the wedding, I've seen estimates of $80 million in revenues to hotels in London and retailers selling souvenirs such as dishes, pillows, and playing cards. This doesn't include the cost of the gifts others lavish on the newlyweds.

CEO 15

CEO Apparel GDP Audience 15

Harvard Business Review

MARCH 29, 2012

Big-box retailers, like Best Buy, now have large, fast growing e-commerce businesses. A few years ago, community managers did not exist. Yet with 67% of surveyed brand managers planning to launch social media campaigns in the next 12 months, community managers are now amongst the most sought after marketing professionals.

Technology 13

Technology Venture Capitalist CIO ROI 13

Harvard Business Review

NOVEMBER 28, 2023

How should the fashion company scale its adaptive fashion line?

Fashion 15

Fashion Company Brand Management Retail 15