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.

Brand 8

Brand Productivity Products Mass Marketing 8

Harvard Business Review

MAY 25, 2018

In the era of department stores and supermarkets, consumers selected brands from store aisles and shelves. Frictionless commerce will test the emotional bonds that make consumers loyal to established brands. That puts all brands in danger. We call this “building brand friction in a frictionless world.”

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

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.

Human Capital 13

Human Capital Brand Mass Marketing Reputation 13

Harvard Business Review

SEPTEMBER 26, 2014

This also works broadly in other areas like private label brands. If you see enough friends using store brand products, you’re more likely to consider it and buy it yourself. Precision business models and one-to-one marketing may still feel out of reach for some. If you give one child a treat, the other children want one, too.

Marketing 9

Marketing Mass Marketing ROI CRM 9

Harvard Business Review

APRIL 25, 2012

One of our mentors, Professor Laura Kornish from the University of Colorado at Boulder, has studied online consumer interactions with brands, like MyStarbucksIdea (a kind of online suggestion box for coffee fanatics). The TV included many of the teens' suggestions, but didn't catch on in the mass market.

Power 14

Power Mass Marketing Focus Group Brand 14

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.

Supply Chain 8

Supply Chain Payback Period Brand Energy 8

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. He mocked J.C. Penney''s sudden swoon that not enough commentators are picking up on.

Class 8

Class Mass Marketing Retail Merchandising 8

Harvard Business Review

FEBRUARY 29, 2012

Big had the dollars to buy the mass-market access to consumers back when mass media was the only way to reach an audience. But when the capital requirements to enter markets have declined, the marginal cost of reaching consumers is effectively zero, and one-off production is not hard to do.

Porter 17

Porter Mass Marketing Supply Chain Retail 17

Harvard Business Review

JULY 22, 2015

The researchers looked at three types of resources — financial, brand, and human — and specifically at the role of “fungibility,” which is a resource’s ability to be deployed in different ways. All the movies were released by a major Hollywood studio and played on at least 1,000 screens in the U.S.

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

MAY 26, 2014

At Britain’s Virgin Group, the main source of synergy is the shared brand — which is therefore managed centrally through a company that licenses the Virgin brand to divisions in wildly different types of business. The divisions pay for what they get, and contribute a negotiated amount to the development of the brand.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

MARCH 22, 2011

Marketers are up against it. Mass markets have fragmented into niches. In a perfect world, every brand would contain a variety of meanings, the better to speak to a variety of consumers. The trouble with stuffing the brand this way is that the meaning that works for one consumer can bewilder or antagonize the next.

Marketing 14

Marketing Strategy Mass Marketing Audience 14

Harvard Business Review

MARCH 12, 2018

For years, Volvo was a brand stuck between a rock and a hard place. Its cars didn’t match up well with those of top luxury brands like Mercedes, BMW, and Audi, yet the company lacked the capacity to compete with mass-market leaders like Toyota and GM. “Once, you needed mechanical engineers.

Engineering 8

Engineering Mass Marketing Automotive Human Capital 8

Harvard Business Review

OCTOBER 11, 2011

By appealing to the sympathies of young mothers toward the risk of childbirth in poor nations, Procter & Gamble's largest brand, Pampers, and its global partner, UNICEF, will soon defeat a disease that now kills a baby or its mother every nine minutes.

Maturity 10

Maturity Mass Marketing Brand Comparison 10

Harvard Business Review

DECEMBER 7, 2011

Review sites allow consumers to tap into a vast pool of formerly private knowledge, and that knowledge is beginning to undermine the traditional advantages of mass-market branding and advertising. As this trend gains momentum, businesses that rely on traditional marketing will be forced to adapt.

Retail 14

Retail Mass Marketing Comparison Advertising 14

Frank Sonnenberg Online

DECEMBER 1, 2020

You begin to sell your luxury products in mass-market retail stores to boost sales. — You hope this won’t tarnish the exclusive brand. You focus solely on sales rather than investing in your brand as well. — You expect sales to bear fruit today, while a brand takes time to yield results.

Discount 105

Discount Price Mass Marketing Reputation 105

Harvard Business Review

AUGUST 29, 2011

Instead, his initial advantage came from his creation of a virtuous circle that underpinned his vision for the first durable mass-market automobile. 2003 in "Added Value: The Alchemy of Brand-led Growth" by Mark Sherrinton. They should also feel free to ignore customers' inputs.

Innovation 16

Innovation Mass Marketing Price Market Segmentation 16

Harvard Business Review

APRIL 15, 2014

The recent failures of mass market retailers Sears and J.C. The diluted management focus, coupled with the car’s poor sales, hurt the brand and allowed competitors — especially luxury imports — to gain market share. Will you confuse people? Penney are clear examples of the problem with inconsistency. What is the cost?

Disruptive Innovation 10

Disruptive Innovation Mass Marketing Fashion Porter 10

Harvard Business Review

APRIL 25, 2013

Consumers might not want to wear your brand. The world of watches, like most of the branded world, worked on the assumption that consumers want to wear a recognized brand. But there are a couple of generations of consumer who are happier if you don''t recognize their brand. The HWC brand is just about all story.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

JUNE 22, 2016

Customers no longer want anything that is mass-marketed. They may require a significant investment, but they generate more sustainable store traffic and greater brand differentiation and appeal. The use of technology by leading companies from Apple to Uber to personalize their offerings have raised people’s expectations.

Retail 9

Retail Discount Reis Supply Chain 9

Harvard Business Review

NOVEMBER 17, 2015

Volkswagen will have to abandon its strategy of world domination and the hubristic “Das Auto” branding approach we see in the ads. Pötsch and his supervisory board need to direct the group’s management to institute major cultural, organizational, and strategic change.

CFO 8

CFO Crisis Mass Marketing IPO 8

Harvard Business Review

FEBRUARY 27, 2013

TED has become a brand name as they have uploaded their archive of 18-minute presentations from their exclusive annual event to TED.com. Leading business and marketing practitioner Seth Godin imagines a world where the mass market dies, where mediocrity holds no economic value. It's happening right now.

Godin 8

Godin Open-book Mass Marketing Creativity 8

Harvard Business Review

SEPTEMBER 14, 2011

We recently visited the brand-new R&D lab of Dr Reddy's , one of India's leading pharmaceutical firms. They have been tapping into the sophisticated technical and scientific talent available in Western economies as part of their strategy to access international markets and build global brands. Cambridge, U.K.

Globalization 10

Globalization Innovation Decentralization Chemicals 10

Harvard Business Review

AUGUST 2, 2016

Kalanick gets the same on Didi Chuxing’s board, and Uber gets around a 20% share of the Chinese company, which will run Uber’s Chinese operation as a separate brand. It is true that Kalanick consistently called China the most important market for Uber. Cheng Wei will get a seat on Uber’s board as part of the deal.

Marketing 8

Marketing CEO Mass Marketing Price 8

Harvard Business Review

JANUARY 3, 2013

Professional chefs have also grown in cachet, and hence so have professional kitchen brands like Viking and Sub Zero. They also are finicky about marketing ("how you market it").sometimes sometimes the badge value comes from the product not being mass marketed, but rather endorsed by those in the know.

Price 8

Price Mass Marketing B2B Quality 8

Harvard Business Review

APRIL 22, 2011

Take the Vevey-headquartered Nestle , for example, whose Nespresso has become Europe's leading coffee brand by packing a variety of high quality coffees in aluminum capsules that can be used only with the company's three types of coffee machines. Companies that can protect ideas in their early years usually have a better chance of success.

Innovation 15

Innovation Mass Marketing Strategic Planning Marketing 15

Harvard Business Review

MARCH 8, 2012

Brands are spending a great deal of time and energy investing in platforms to get likes or pluses, and not really being social at all. Of course, the notion of a passive consumer, and a mass market was overly simplistic; consumers were never as passive as companies like to think.). This is social marketing. The first 2.5

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

MAY 9, 2016

But by the turn of the millennium, the German automaker needed a new product for the mass market to jumpstart sales, and decided to make a vehicle for the burgeoning SUV segment. In the late 1990s, Porsche avoided bankruptcy by making its manufacturing more efficient and its sports cars more reliable.

Productivity 8

Productivity Products Development Sports 8

Harvard Business Review

FEBRUARY 7, 2018

Their category is really “ready to eat cereal (what) eaten for breakfast and snacks (when) by sugar and carb loving consumers (who) sold by huge brands in the middle of huge stores (how).” Big brands are giving way to smaller brands. They have pricing, product, brand, portfolio and corporate strategies.

Strategy 12

Strategy Mass Marketing Business Model Brand 12

Harvard Business Review

JUNE 27, 2014

For the first time, Western stereotypes associating Africa with death, disease, poverty, and war are being replaced by the reality of demanding, brand-conscious consumers who happen to live in a challenging environment. This shift will play out most obviously in marketing communications and advertising. The New Marketing Organization.

Marketing 9

Marketing Mass Marketing Retail Market Segmentation 9