Strategy Driven

NOVEMBER 29, 2010

Perfect your marketing mix and win with …And the Clients Went Wild! With all the noise in your clients’ and potential clients’ daily lives, it certainly hasn’t become any easier to attract attention and appeal to your target market. Do what works! But the true success came in the way that they appealed to their customers.

Wilde 62

Wilde Tactics Advertising Brand 62

Harvard Business Review

JULY 15, 2014

Making these past and present narratives accessible to current and future audiences is an important role because it captures the spirit of the organization and uses that to develop an even stronger brand. Given the skills and span of responsibility required, this function should sit in the marketing department.

Marketing 9

Marketing Storytelling Brand Marketing Mix 9

Harvard Business Review

JUNE 20, 2014

When Deborah DiSanzo took over as CEO of Philips Healthcare in May 2012, she knew that engineering would continue to drive innovation. But she also realized that the company needed to develop greater marketing muscle to drive a commercial transformation. As she put it, “Our markets are going through dynamic change.

CEO 8

CEO Marketing Hotels Long-term 8

Harvard Business Review

MARCH 29, 2013

There are many examples of global advertising concepts getting lost in translation, but today the stakes are higher than ever; a poorly conceived ad in one market can damage the entire brand. Next, they find a positioning that goes beyond describing product attributes to address the motivation.

Advertising 8

Advertising Glocalization Globalization Brand 8