article thumbnail

LVMH, Hermès, and the Danger of Going 'A Little Bit Public'

Harvard Business Review

It is not about the potential destruction of a luxury goods brand. Bernard Arnault has a proven track record of building luxury goods brands and creating financial value for a multitude of luxury product lines. He would not sacrifice the long-term value of the Hermès brand for short-term profits. That is not what he does.

article thumbnail

A New Framework for Customer Segmentation

Harvard Business Review

For us, this exchange was the culmination of a reflection that had started in the classroom and in client engagements, where we were finding an increasing disconnect between telling people about segmentation, targeting and positioning on the one hand, and about the increasing shift of control from brands to consumers, on the other.

article thumbnail

Trust, Transparency and Value — How Google Is Working to Improve Online Advertising for Everyone - SPONSOR CONTENT FROM GOOGLE

Harvard Business Review

By Sridhar Ramaswamy, Senior Vice President of Ads & Commerce, Google. Advertisers, in particular, should be able to see where ads are shown and control the types of placements that are appropriate for their brand. Google ad products now use over 180 filters to detect and remove invalid and fraudulent traffic.