Strategy Driven

SEPTEMBER 13, 2019

Ask any experienced marketing professional about the top moves you can make to accelerate your marketing campaigns at any level of business, and an overwhelming majority will point to the weight that compelling customer testimonials carry. What’s your overall budget for the production? Will internal microphones work?

Content 51

Content Gordon Video Budgeting 51

Harvard Business Review

OCTOBER 24, 2012

Collaborative activity is the "secret sauce" that enables teams to come up with innovative new products or creative, buzz-worthy marketing campaigns. Many managers have been fearful of using social media beyond marketing purposes. Getting teams to work together is essential for bringing in projects on time and under budget.

Team 9

Team Succession Hypercompetition Teamwork 9

Harvard Business Review

SEPTEMBER 26, 2011

Even when they were the only team aggressively using analytics, they still found it difficult to overcome the disadvantages of a small-market team with a small budget. Later, when other teams adopted their analytical innovations, they had more money to act on what they discovered.

Company 12

Company Supply Chain Competitive Advantage Film 12

Harvard Business Review

JUNE 13, 2012

Natalia Georgio knocked on the door of her new marketing director's office. She'd hired Elizabeth, another former dancer, because of her decades of marketing experience, most recently at Violet, a fast-growing woman's athletic clothing company. Then, what you do here isn't really marketing," Elizabeth said cautiously. "It

Case Study 12

Case Study Audience Survey Marketing 12

Strategy Driven

MAY 2, 2014

This resurgence in photography comes after a conversion of the industry from film to digital. The same fate had fallen the electronics industry, whose innovator (the Thomas Edison Electric Company) fell behind others in leading the trends and usage. Photography is presently at an all-time high in terms of societal impact.

Strategy 95

Strategy Budgeting Audience Risk Management 95

Harvard Business Review

APRIL 6, 2016

Every February, businesses in India wait with bated breath for the country’s finance minister to announce the Union Budget. All major decisions – investment, expansion, diversification – come to a standstill as business leaders play the budget guessing game. And then, budget day came and budget day went.

Budgeting 8

Budgeting Cost Globalization Sharpe 8

Ask Atma

MAY 3, 2011

Most of the time if you do, you end up with either a crappy execution of the $1000 version (a $500 version), or an over budget project and someone should get fired. If you use the limitations of your resources as a design criterion you can often engender a whole new dimension of innovation.

Creativity 56

Creativity Brainstorming Constraint Learning-by-Doing 56

Harvard Business Review

JANUARY 21, 2013

Like any creative process, any entrepreneur who wants to invent, innovate, or create must be willing to be imperfect and make mistakes in order to learn what works and what does not. Wendy Kopp started Teach for America, initially as a conference, on a shoestring budget after graduating from college.

Film 8

Film Creativity Entrepreneur Learning-by-Doing 8

Harvard Business Review

JUNE 3, 2016

She described the struggle of experimenting on a tight budget, something she considered to be an essential part of the creative process—a sign on the wall read “No Risk, No Art.” Yet, as with all innovators who challenge the status quo, the iGroups faced challenges.

Audience 8

Audience Brainstorming Project Class 8

Harvard Business Review

JULY 17, 2013

There''s a chasm widening between old school and new school marketers. This often results in CMOs retreating to their comfort zones and wasting money on what I call "studio-based" marketing channels, which still take their cue from the traditional awareness-consideration-action sales model that was debunked almost five years ago by McKinsey.

Marketing 9

Marketing How To Brand Storytelling 9

Harvard Business Review

FEBRUARY 28, 2017

Pearl, his VP of marketing, had learned that their rival Berlinger was launching a line of gem-accented watches, which would be sold exclusively through Shanguang, China’s biggest jewelry retailer. . ” “And so we’re stuck with subtle marketing? We shouldn’t change our marketing, either.”

Case Study 8

Case Study Brand Simon Marketing 8