Harvard Business Review
OCTOBER 19, 2016
Persuading consumers to pay more for a product by introducing some kind of “premium” element into it has always been a challenging task—but it was one that big, established brands had managed with a reasonable amount of success until recent years. Smaller brands have been picking up the slack.
Harvard Business Review
APRIL 15, 2014
Many executives, eager to avoid over-investing in the wrong ideas, are intrigued by this approach, but they’re leery of putting unpolished products and services out in the market. Might we tarnish our brand? One way of doing this is to create a sub-brand that is clearly about introducing new and unfinished ideas.
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Harvard Business Review
MARCH 12, 2018
Developing what we call an “M&A strategy for talent” is one way to overcome this. For years, Volvo was a brand stuck between a rock and a hard place. The result was clear: to move into the premium-brand tier, Volvo needed new people with different skills. “Once, you needed mechanical engineers.
Harvard Business Review
APRIL 12, 2013
He approved marketing campaigns that told loyal Penney''s shoppers that "you deserve to look better," basically telling them that they looked less than glamorous wearing the brand they had trusted and been comfortable with for years. This reflects a troubling development in our economy, what some have termed the "hourglass economy."
Harvard Business Review
SEPTEMBER 26, 2014
Finally, we found that these super geos made it easier for companies to develop growth strategies. These super geos were local profit pools that were concentrated and big enough to offer big ROI upside for marketing and sales. This also works broadly in other areas like private label brands.
Harvard Business Review
JANUARY 1, 2013
In order to achieve this, you will need to master three things: self-branding, entrepreneurship, and hyperconnectivity. Self-branding is about being a signal in the noise of human capital. The stronger your brand, the stronger that signal. Successful brands are polarizing (they generate strong reactions) and simple.
Harvard Business Review
JANUARY 11, 2017
The companies that are most vocal about environmental and social issues tend to be big, mass-market brands — well-known retailers , consumer products giants , and tech firms that are telling a new story to consumers who increasingly care about sustainability. Brand-Building and Customer Connection.
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