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The 2 Most Undervalued Factors in Social Marketing

In the CEO Afterlife

When I was in brand management, social media did not exist. Let me explain – any marketer can play the social media game and do it well with a concept that resonates. Herein lies the myth of social media marketing. A message from a marketer doesn’t have to mean that at all. But, in their haste to post and build followers, marketers overlook the importance of brand positioning.

Marketing First, Technology Second

Strategy Driven

Whenever someone asks me to define marketing, I tell them that a marketer’s primary responsibility is to differentiate because when two competing products are perceived as being the same, consumers are forced to make their choice based on price. Too often, product managers are taking the easier route of emphasizing technical features and benefits instead of crafting a compelling brand positioning strategy that identifies and fills a perceived gap in the minds of consumers.

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Stop Managing Your Career

In the CEO Afterlife

More than ever, people are seeking mentors, “branding” themselves and carefully managing their careers in order to dash up that quintessential corporate ladder. So what is wrong with managing your career? Let’s be honest; at the heart of seeking out a mentor, personal branding and career management is one undeniable fact – IT IS ALL ABOUT YOU. Honorable career management must be anchored in the right values.

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Understanding the Link Between Leadership and Innovation

Lead Change Blog

At present, it’s hard to tackle any issue pertaining to leadership or management without addressing Covid-19, which is impacting on marketplaces and workplaces across the globe. Make no mistake; Covid-19 has the potential to change virtually all aspects of society, particularly in terms of the structure of the labor market and developed economies across the globe. But what’s the relationship between leadership and innovation and why exactly should you care?

Leading Without Direct Reports

In the CEO Afterlife

Leadership does not begin the when you step upon the first rung of the management ladder. And when you fail to demonstrate traits critical to successful leadership, the expectations of your colleagues and subordinates are dashed. The previous paragraph embodies a paradigm – we are conditioned to think about leadership in terms of leading others. But, leadership isn’t always directing others. Leadership Comes in All Shapes and Sizes.

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Why Complexity Sucks

In the CEO Afterlife

This strategy requires sacrifice. To enact the ‘do less better’ strategy, you have to buy into the notion that 20% of your effort delivers 80% of the rewards. It starts with the corporate strategy, and includes marketing strategy, and the all-important human resource strategy. Unlike PepsiCo , Coca-Cola’s corporate strategy is to resist diversification and focus on non-alcoholic beverages. Complexity is in the eye of the beholder.

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The Decay of Brand Differentiation

In the CEO Afterlife

High on the list is weak marketing, weak management, and weak strategic discipline. I will say that the crux of the matter is the incessant pressure on management to maintain or rediscover corporate growth. Porsche is enjoying a vibrant auto market. So yes, the crux of the matter is the persistent pressure on management to drive corporate growth, but the Porsche example illustrates two additional factors at play. There’s a host of reasons why great brands decay.

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What Connects Coca-Cola, Lego, In-N-Out, Intuit, and Nike? Focus.

In the CEO Afterlife

This can mean expanding product lines, entering new markets and geographies, line extending brands, acquiring new businesses, creating projects, and adding layers of management to manage the self-created complexity. Companies that appreciate the power of sacrifice also appreciate that ‘do less better’ is a winning strategy at both the corporate and functional level. Coca-Cola’s focus begins at 30,000 feet, where corporate strategy is crafted.

Why Great Brands Lose Their Way

In the CEO Afterlife

Never in the history of marketing has there been so much talk about branding. The conversation in the world of branding is well beyond product and service brand discussion by marketers and ad agencies. I am not suggesting restructuring the entire brand management system. This top management ethic is essential to brand resilience. With the exception of niche, specialty, and some consumer technology markets, I see less and less of this in big business.

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6 Defining Values of a Leadership Culture

N2Growth Blog

Twelve years after launching culture change consulting services, I am finally sitting down to write about six defining values of a leadership culture. No surprise that all six values rise and fall on leadership. in 2001, I worked for a boutique strategy consulting firm out of Princeton, NJ that developed and delivered high-cost elaborate strategic plans. Here are six leadership values that impact culture: Leadership Cares. Leadership Alignment.

Knowledge Is Power. Data Isn’t.

In the CEO Afterlife

One of the best sources of understanding is experience, such as in-market know-how, familiarity with competitors and customers, or expertise in leading during turbulent times. Moving on your instincts is not seat-of-the-pants leadership. Leaders and managers who work in these industries need all of the information. How many times have you heard that “knowledge is power?” I’m guessing that without much thought, you readily nod your head in agreement.

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The Beer formerly known as Albino Rhino

In the CEO Afterlife

This person was offended by the brand name of a whimsical beer marketed by the Earls Restaurants chain. Simply pulling “Albino” and going with “Rhino” would probably suffice, but that’s an easy-out for a lazy, complacent marketer. Gr eat marketers see problems as glorious opportunities. So how might a great marketer deal with Earls’ Albino Rhino brand problem? Stephen Abbott is a marketing strategist known for his astute branding insights.

Stubbornness and Strategy: Birds of a Feather

In the CEO Afterlife

From as far back as my days in brand management, I have held a deep affection for strategy. Because without strategic stubbornness, the hard barrier lines that contain the strategy will blur. Loose strategies jeopardize an organization’s specificity, hindering cultures built on, and committed to focus. Tight Strategies Don’t Limit Opportunity. Strategy is critical to clarity. The Best Strategies Require Sacrifice.

Why Strategy Withstands the Test of Time

In the CEO Afterlife

How often have you heard people say, “Our strategy is to become the biggest and the best?” This is not strategy. Strategy is not the what. Strategy is the how – how will you become the biggest and the best? Of course, within the realm of the definition, there are good strategies and bad ones. Good strategies help to define a company or a brand’s point of difference. Leaders and managers are expected to do more, to do it better, faster, and at lower costs.

10 Ways to Slay Goliath

In the CEO Afterlife

As a 23 year-old Macleans Toothpaste Brand Manager in 1970, my colleagues and I competed against powerhouses P&G, Colgate and Unilever. Clout allows these giants to grow, but there is absolutely no reason why a smaller player cannot become a market leader within their chosen market(s). As long as the “Davids” are able to resist the urge to become generalists by expanding into too many markets with too many products, they can win.

Want to Cut Complexity? Kill Your Darlings.

In the CEO Afterlife

The strategy I’ve grown to love and count on over a 45-year career is do less, better. To rise from the ashes, our young management team made several tough sacrifices to transform a multi-product, multi-brand operation from generalist to specialist. Strategic sacrifice begins at 30,000 feet with corporate strategy. Branding Human Resources Leadership Life Marketing Strategy Bob Olodort CEO Complexity Culture Focus Jacobs Suchard Nabob Sacrifice Samsung Vision

Online Marketing For Busy Authors

Eric Jacobson

You'll need to evolve your marketing to accommodate this new kind of reader: a reader whose loyalty you can have -- once you have earned it," explains Burke. Because of this new dynamic and opportunity for authors, Burke, founder and president of FSB Associates , wrote her new book, Online Marketing for Busy Authors: A Step-by-Step Guide. A blog is also the foundation of an author's online marketing strategy because it helps people find and learn from that author.

Kraft-Heinz Merger. Déjà Vu all over Again.

In the CEO Afterlife

For years management has failed to generate organic growth. Nonetheless, sheer size provides huge economies of scale throughout their operation, especially in production, overheads, distribution and marketing. Today, the focus strategy has fallen by the wayside in favor of that other objective, that being the second to last sentence of the previous paragraph. Branding Leadership Marketing Strategy Business Heinz Kraft Foods Vision Wall Street

A Monster of an Idea

In the CEO Afterlife

My original premise for this blog was to share a variety of leadership and branding principles with the current generation of business leaders. With forty years in the saddle, hundreds of dusty trails and a few fistfights along the way, I have an oasis of management insight in which to draw. Even though I am far removed from the energy drink target market, I’m a little embarrassed to admit my ignorance of the category and what makes it tick.

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My Best Blogs of 2011

In the CEO Afterlife

I began blogging about leadership, strategy, marketing and life last February. You’re Not a Real Marketer until You Create a Brand [link]. Brand Managers inherit brands and manage existing franchises. The Essence of Strategy [link]. I’ve always loved strategy. Crisis Management: The Ultimate Test of a Leader [link]. In this post, I compare the ineptitude of BP against the leadership of Rudy Giuliani during a much bigger crisis.

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Differentiation’s Arch Enemy: Price

In the CEO Afterlife

My educated guess says that P&G and Unilever top management knew nothing of the conspiracy until the regulators came knocking. As much as ‘branded’ companies pride themselves on being differentiated, ‘value-added’ marketers, they continually exchange ‘price buyers’ with their competition. In the heat of battle, there is a hell of an incentive to discount products for easy market share, even by the most disciplined of marketers.

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The Power of an Enemy

In the CEO Afterlife

For most of my career, I operated within intensely competitive arenas where fractions of market share points were worth millions of dollars. Your success or failure can be quantified by such measurements as market share, financial ratios, brand awareness, new products and deadlines. With 100% share of market, our strategy was market growth and we managed to double sales in four years. Today, RIM struggles to maintain 5% of the market.

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Linds Redding’s Short Lesson in Perspective

In the CEO Afterlife

As fast as we could pin an idea on the wall, some red-faced account manager in a bad suit would run away with it. Branding Human Resources Leadership Life Marketing Strategy Writing Advertising art Business Creativity design illustration In the CEO Afterlife John Richard Bell Leaderhip Mentoring Social Media The CEO Afterlife Vision

Board of Directors Resolution: Pay Attention to Culture

In the CEO Afterlife

In 1986, he instituted a policy whereby any employee can look up the salary and bonus of others, including the top management. These leaders are responsible for perpetuating “the way” or making changes depending on the market environment or the needs of the enterprise. Boards are charged with providing perspective and input into the long-term business strategy, imparting strategic direction to management, and identifying risk and overseeing mitigation.

Change is Bad

In the CEO Afterlife

New Coke lasted 79 days before the original formula returned to the market. At Zappos, CEO Tony Hsieh has set his cultural sights on a holacracy management system a radical change from conventional structures. Hsieh is still hell-bent on achieving a world of self-management and self-organization, but not through more cultural changes, through quicker evolution of that initial change. By nature, marketing people are dynamic and impatient.

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9 Steps For Creating The Best Odds For Success

Tanveer Naseer

— and what you need to do externally — with customers, marketing campaigns, and so on. Evaluate your leadership If you don’t improve your leadership skills, there is little chance your business can improve. Being a great leader begins with a self-analysis of your leadership ability. Without effective leadership, your employees have no idea what is important, what to manage, or what success and failure look like.

The Anguish of Complexity: A Reflection

In the CEO Afterlife

Thirty-five years ago at a ceremony in Vancouver, BC, I accepted AMA’s Marketer-of-the-Year Award on behalf of Nabob Foods. That night, I presented the marketing strategy that catapulted a regional brand to national leadership in Canada. What I did not share was the corporate strategy that resurrected this near bankrupt multi-product, multi-brand company. Four years ago, I began penning blogs to share my views on leadership, strategy, marketing, and branding.

Why Price Fixing Continues

In the CEO Afterlife

My educated guess says that P&G and Unilever top management knew nothing of the conspiracy until the regulators came knocking. As much as ‘branded’ companies pride themselves on being differentiated, ‘value-added’ marketers, they continually exchange ‘price buyers’ with their competition. In the heat of battle, there is a hell of an incentive to discount products for easy market share, even by the most disciplined of marketers.

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Directors Need to Care About Culture

In the CEO Afterlife

I am simply advocating that culture should be as important to a company’s Board of Directors as the business strategy. After all, culture is the strategy. Provide perspective and input to the long-term business strategy. Provide strategic direction to management. Great strategy and great execution comes from the people within the enterprise. During my tenure as a CEO, my Board of Directors never challenged me with questions pertaining to the corporate culture.

Brand Surgery ? excerpts from my Marketing Magazine article | In.

In the CEO Afterlife

Leadership. Brand Surgery – excerpts from my Marketing Magazine article. by John • February 5, 2011 • Branding , Leadership , Marketing , Strategy • 1 Comment. When I was a young product manager back in the ’70s, the only people I could talk to about brands were my colleagues in the marketing department and the advertising agency. One Response to Brand Surgery – excerpts from my Marketing Magazine article.

Smart Marketing for Small Businesses

Strategy Driven

You probably didn’t answer, “How to implement effective marketing.” ” Marketing can sometimes slip through the cracks given the constant and pressing demands of sales, client service, and internal operations. However, under-investing in marketing is short-sighted, and this article will explain how “smart marketing” can be a key driver of business growth. Create a Tailor-Made Sales Strategy Using Lessons from the Field!

The Gulf Spill: BP Still Doesn’t Get It

In the CEO Afterlife

A key component of his image-building strategy was a commitment to provide regular progress updates to the public along the way. A very capable BP social media manager is doing a commendable job of delivering on the company’s “update” promise. So when BP’s social media manager tweets or posts the numerous YouTube videos about environmental and economic restoration, the public impact is limited.

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Brand Portfolio Strategy: A book review by Bob Morris

First Friday Book Synopsis

Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity David A. Bob's blog entries "Always design [or redesign] a thing by considering it in its next larger context" 2000) Brand Leadership (with Eric Joachimsthaler Brand Portfolio Strategy Building Strong Brands (1995) David A. The Strategy-Focused OrganizationAaker Free Press (2004) Note: I read this book when it was first published and recently re-read it.

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A Boomer's Advice to Marketers: Go Ahead, Make My Day | In the.

In the CEO Afterlife

Leadership. A Boomer’s Advice to Marketers: Go Ahead, Make My Day. by John • June 19, 2011 • Life , Marketing , Strategy • 1 Comment. Today, we represent a marvelous marketing opportunity. Aha,” say the savvy marketers. As a young Brand Manager, I pounced on consumer insecurities, pumping products that solved bad breath, armpit odor, yellow teeth and bad skin. The world’s best marketers are on to us. Leadership.

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Nabob and the Coffee Kerfuffle: How the 120-year-old brand managed to maintain its challenger status.

In the CEO Afterlife

This article was written by Jennifer Horn for the June 2016 issue of Strategy Magazine. Years later, it took on bigger players by introducing new innovative packaging to the market, and subsequently carving out a double-digit share when few thought it could be done. competitors are entering the market. And everyone is trying to climb to the top of that to get ahead,” explains Heather Fadali, senior brand manager for coffee at Kraft Heinz, Nabob’s parent company. “It’s

Building a Direct-to-Consumer Strategy Without Alienating Your Distributors

Harvard Business

Writing in the Sloan Management Review, Boston College professor Gerald Kane noted that 87% of executives surveyed indicated that digital technologies will disrupt their industries to a great or moderate extent. We frequently find that executive teams understand the potential of a reinvented distribution strategy; however, they are unclear on how to proceed. Here are three strategies for developing digital distribution approaches that minimize risk: Embrace Stealth.

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What U.S. CEOs Can Learn from GM’s India Failure

Harvard Business

Like its American compatriot Ford Motor Company , GM’s market share in India has always been in the single digits, but recently Ford has reported rising monthly sales of 36% in India. 1 — Consistent Leadership Over Time Matters in This Market. Having local autonomy is key to succeeding in India, since its market structure is fundamentally different from the West’s and therefore demands extreme customization.

Crisis Management: The Ultimate Test of a Leader | In the CEO.

In the CEO Afterlife

Leadership. Crisis Management: The Ultimate Test of a Leader. by John • September 12, 2011 • Human Resources , Leadership , Strategy • 4 Comments. How is it possible for three months of crisis management ineptitude to occur in an organization the size of BP with a product as environmentally toxic as oil? You’d think a company drilling on the ocean’s floor would be adept in risk management planning. Leadership. Marketing.

It’s Time to View Leadership as a Profession

Great Leadership By Dan

reprinted with permission from DDI's Directions newsletter): Leadership is a craft. in your organization were as passionate about leadership. engineers, pilots, sales managers, marketers, teachers, and bankers. believe it’s because no one really sees leadership as a profession. identify themselves as leadership professionals. is one of the reasons leadership quality is considered by many to be mediocre, at best. at leadership as a chosen specialty.

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How to Be A Leader As An Individual Contributor

Great Leadership By Dan

Guest post from Pam Didner : When I speak at conferences, I frequently talk to young marketers. I tell them that the pre-requisite of leadership is not having a team to “lead.” Leadership comes in different facets. Say there is a project to source a technology vendor for a new marketing program and nobody on the team is responsible for vendor research. Being a subject matter expert is one way to demonstrate leadership. It’s not a leadership book per se.

“Joinership” is the new Leadership

Strategy Driven

It’s no secret that most companies value leadership over just about anything else. However, in my experience, there’s another component more important than strong leadership—an element that rarely gets the spotlight, because it’s all about not stepping into the spotlight. Part of the reason everyone tends to focus on leadership is that so many programs gear us towards it in the first place. That’s not to say leadership isn’t important.

Executives and Salespeople Are Misaligned — and the Effects Are Costly

Harvard Business

Sales is, by far, the most expensive part of strategy execution for most firms. Yet, on average, companies deliver only 50% to 60% of the financial performance that their strategies and sales forecasts have promised. And more than half of executives (56%) say that their biggest challenge is ensuring that their daily decisions about strategy and resource allocation are in alignment with their companies’ strategies. Sales & Marketing Strategy Digital Article

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What’s in your transformation zone now?

Lead Change Blog

That challenge brings into sharp focus the impact of your people strategy. Significant job losses announced yesterday in two major High Street brands are an indicator of what leadership challenges lie ahead, in organisations, local or global. Measuring leadership effectiveness. Successful businesses change their business strategy in response to market challenges. That often requires some form of organisational change and consequential leadership responses.

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