Harvard Business Review

MAY 7, 2018

That digital focus helped Adidas reshape its strategy for today’s mobile, more empowered consumer. The brand embraces data and technology as a way to be faster and smarter in a world where marketers are competing for consumer attention in the moment. How Leading Marketers Get Time on Their Side. ” Read More.

Content 8

Content Brand Storytelling Technology 8

Harvard Business Review

OCTOBER 20, 2015

Marketers have long known that stories capture consumers’ attention and they commonly weave storytelling into their marketing messages. In fact, while the total tourism market in Amsterdam grew 19 percent from 2009 to 2014, the Heineken Experience grew 143 percent. The New Tools of Marketing.

Brand 8

Brand Storytelling Trout Retail 8

Harvard Business Review

SEPTEMBER 23, 2013

There was once a running joke at Virgin Mobile when it came to our marketing spend: What Virgin Mobile would spend in one year, AT&T would spend on one episode of “American Idol.” Marketing execs then end up “re-launching” their own brands to new audiences on a loop in a struggle to make up for lost time.

Brand 11

Brand Storytelling Advertising Budgeting 11

Harvard Business Review

JANUARY 12, 2011

This hand-off is a time of high risk and often fails because general management, human resources, marketing, communications, and sales teams haven't been informed along the way. But they're not just useful for your development team -- they become your strongest communications tools and great fodder for marketing as well.

Innovation 15

Innovation Brand Project Storytelling 15

Miles Anthony Smith

NOVEMBER 7, 2019

65 Content Marketers List the 44 Content Marketing Agencies Crushing It (Plus 70 Tips & 78 Myths Dispelled) ​Digital marketing is becoming harder to ignore as we now live in a world of internet ubiquity. Click "READ MORE" to see the 44 content marketing agencies and 70 related tips from the experts!

Marketing 105

Marketing Content Audience Brand 105

Harvard Business Review

MAY 4, 2016

Let’s look at how to do this by analyzing the resume and LinkedIn profile of a startup marketing executive. Here’s one of his bullet points: “Multi-year brand awareness-building and marketing campaigns contributed to 23X customer acquisition and >90% YOY customer retention.” ” Résumé Story.

Brand 8

Brand Press Release Marketing B2B 8

Harvard Business Review

APRIL 25, 2013

As we know, stories are fast becoming the new coin of the marketing realm. Marketing thinkers now urge us to establish a symmetry between producer and consumer. As HBS marketing professor Bob Dolan has written [ PDF ], "Marketing strategy can take very little for granted. Now it''s a badge of pride.

Disruptive Innovation 8

Disruptive Innovation Brand Mass Marketing Innovation 8

Harvard Business Review

OCTOBER 5, 2015

Distribution strategies. In traditional marketing communications, a well-informed brief will shape a human-driven strategy and insight-guided planning process. Chief marketing officers and their teams contemplate and shape the brand attributes that best define the relationship between a product or service and its customers.

Media 8

Media Advertising Audience Technology 8

Harvard Business Review

JULY 1, 2014

Nine out of ten organizations are now marketing with content – that is, going beyond the traditional sales pitches and instead enhancing brands by publishing (or passing along) relevant information, ideas, and entertainment that customers will value. The success of content marketing has radicalized the way companies communicate.

Content 9

Content Marketing Brand Public Relations 9

Harvard Business Review

OCTOBER 2, 2015

Data-driven storytelling is poised to be the next big trend in content marketing. Here’s how to use data at each step in the marketing journey: Build brand awareness, like Allstate. Here’s how to use data at each step in the marketing journey: Build brand awareness, like Allstate.

Stage-Gate 8

Stage-Gate Brand Content Media 8

Harvard Business Review

JULY 2, 2015

The lifting of the ban presents an opportunity to engage visitors during their visit, enlist them in storytelling, and reach their expanded social networks. Use visual content to engage different voices as brand storytellers. They are moving their marketing strategy from create and control to influence and leverage.

Storytelling 8

Storytelling Brand Content Policies 8