Harvard Business Review

JULY 6, 2011

I mean "bestow fortune upon", because the super-rich have actually, while most people have gotten poorer, gotten richer during this great crisis) — headed off to hurriedly, nervously confer with their skinny-jeaned, sunglass-wearing, spiky-haired marketing droids. If you want loyalty, you need engagement. Here's the good news.

Marketing 15

Marketing Loyalty Decentralization Credit Rating 15

Harvard Business Review

APRIL 28, 2011

I know a former CEO of a large beverage company who so loved direct consumer contact he couldn't contain himself at focus groups. After watching behind the mirror for a spell, he'd burst into the room and start talking directly with the subjects, much to the chagrin of his market researchers. But you have no other option.

Loyalty 15

Loyalty Brand CEO Pharmaceuticals 15

Harvard Business Review

APRIL 11, 2018

As in audio branding, where a marketer should avoid going directly to a musician but rather work with a strategic agency that understands the use of sound as a branding avenue, marketers should rarely go directly to a perfumer. Decide your points for diffusion.

Brand 8

Brand Hotels Retail Real Estate 8

Harvard Business Review

OCTOBER 10, 2011

A recent study by Aon Hewitt , for example, found that companies with high levels of engagement outperformed the stock market in 2010. These efforts earn these companies deep, long-lasting customer loyalty. It shouldn't be surprising that the same basic techniques for earning customer loyalty also work with employees.

Tactics 14

Tactics Customer Loyalty Survey Loyalty 14

Harvard Business Review

SEPTEMBER 4, 2013

In fact, a number of recent studies have shown that it''s key to their loyalty and satisfaction. CEB reported in HBR last year that the most important factor in creating customer "stickiness" was "decision simplicity," i.e. the ease of getting credible information in the midst of marketing noise. Think you know your target market?

Brainstorming 8

Brainstorming Loyalty Industry Strategy 8

Harvard Business Review

APRIL 3, 2015

” These case studies are legendary among marketers. For marketers in the digital age, negative customer feedback that takes on a life of its own is a nightmare. The truth is, I assumed the scale of the response on social media plus my customer loyalty merited a response from the airlines. Motrin Moms. Dell “hell.”

Media 8

Media Airlines Travel Brand 8

Strategy Driven

NOVEMBER 8, 2010

Marketing 101 principles still apply. Social media and community collaboration bring many benefits, including brand-building, customer loyalty and retention, cost reductions, improved productivity, and revenue growth. Rolling out a community and just expecting people to join as friends or followers is a flawed philosophy.

Media 50

Media Follow-up Software Newsletter 50

Harvard Business Review

MAY 24, 2012

Many of these don't cost a dime but pay off in increased engagement, loyalty, and willingness to go the extra mile. One such dad commented in a CTI focus group, "I'm the primary breadwinner, so I can't take time off now. Staggered hours and telecommuting are a huge hit in emerging markets , too.

Chief Financial Officer 16

Chief Financial Officer Motivation Loyalty Budgeting 16

Harvard Business Review

JUNE 26, 2017

Erica Jackson, chief marketing officer of the Mendoza Marathon Corporation, had risen early to watch people line up to register for next year’s event and expected an enthusiastic crowd. “Like in focus groups? It was the Monday morning after the Phoenix race. “Do you work for Mendoza? ” she said.

Case Study 8

Case Study Brand Proposal Chief Operating Officer 8

Harvard Business Review

JANUARY 13, 2015

Specifically we used interviewing and focus groups to find out whether many of the root causes of engagement are actually found outside the workplace. 500 marketing company, we used the model to help leaders understand the root cause of what the CEO defined as a toxic culture. The answer? A resounding “yes.”

Human Resources 8

Human Resources Self-aware Survey Influence 8

Harvard Business Review

AUGUST 16, 2016

Better-quality feedback from customers and stakeholders, often because you’re asking them to actually buy something, rather than just spout opinions in a focus group. Marketing folks feel that could damage the brand, and the general counsel’s office frets about legal risks. A faster cycle time for developing ideas.

Company 8

Company Airlines Ries Survey 8

Harvard Business Review

AUGUST 17, 2016

There is something marketing managers seem to forget about the internet: it was made for people, not for companies and brands. Eavesdropping on consumers’ social-media chatter allows marketers to economically and regularly peer inside people’s lives as they are being lived, without introducing biases through direct interaction.

Media 8

Media Sample Brand Marketing 8