Harvard Business Review

AUGUST 4, 2017

Sponsored by DXC Technology. A D2C initiative can involve one platform or many, depending on things like image, objectives, target audience, and what’s feasible in a given market. The cosmetic company responded with a new product, and backed it up with a dedicated consumer marketing plan. Make room for new technologies.

Retail 8

Retail Brand Apparel Discount 8

Harvard Business Review

OCTOBER 23, 2014

For two years, this nearly 130-person unit had worked hard to drive customer relevance, generate demand, and increase loyalty in partnership with its sales teams across North, South and Central America. During this time, however, Cisco’s customers were beginning to purchase and use technology in new ways.

Team 8

Team Short-term Attrition Marketing 8

Harvard Business Review

OCTOBER 20, 2015

In response, a growing number of experience design agencies (mine among them) are creating “experiential brand homes” like the Guinness Storehouse in Dublin — physical destinations (think of them as theme parks for the brand) that engage customers and build loyalty. Start in the heart.

Brand 8

Brand Storytelling Trout Retail 8