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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Your Rainbow Logo Doesn’t Make You an Ally
LGBT rights Digital ArticleHere’s how to materially benefit LGBTQ+ communities year-round instead. -
Customer Experience in the Age of AI
Technology & Operations Magazine ArticleCompanies across all industries are putting personalization at the center of their enterprise strategies. For example, Home Depot, JPMorgan Chase, Starbucks,... -
Branding in the Age of Social Media
Sales & Marketing Magazine ArticleSocial media was supposed to usher in a golden age of branding. But things didn't turn out that way. Marketers originally thought that Facebook, YouTube,... -
A Better Way to Map Brand Strategy
Sales & Marketing Magazine ArticleCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping... -
High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
10 Truths About Marketing After the Pandemic
Sales & Marketing Digital ArticleThere's no going back to the old normal. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
What High-Tech Managers Need to Know About Brands
IT management Magazine ArticleBrands are not just names slapped on products by the marketing department; they embody the value those products have for your customers. That may be more true for high-tech products than it is for soap. -
Brand Marketing Through the Coronavirus Crisis
Sales & Marketing Digital ArticleYou can still serve and grow your customer base in the face of an uncertain future. -
Should You Take Your Brand to Where the Action Is?
Sales & Marketing Magazine ArticleWhen markets turn hostile, it's no surprise that managers are tempted to extend their brands vertically--that is, to take their brands into a seemingly... -
The New Economics of Brands
Brand management Digital ArticleIn the last post, we discussed how Google, in a startling contradiction of orthodox strategy and economics, has built the world’s top brand in less than a decade – all by refusing to play by the traditional rules of branding. This is a simple example of a more complex phenomenon: cheap interaction driving one of […] -
What Is Personal Leadership Brand?
Leadership Digital ArticleDave Ulrich and Norm Smallwood, founders of The RBL Group and coauthors of Leadership Brand. To start building your personal leadership brand, ask how you want to be known by the people you need to serve. -
3 Rules for Experts Who Want More Influence
Leadership & Managing People Digital ArticleFor starters, don't call yourself an expert. -
Beware the Pitfalls of Global Marketing
Marketing Magazine ArticleIt’s fashionable today to enthuse over globalized markets and cite glowing examples of standardized marketing winners around the world. True, some markets are globalizing, and more companies are taking advantage of them with signal success. But the rosy reports of these triumphs usually neglect to mention the complexities and risks involved; for every victory in […] -
A Simple Way to Measure How Much Customers Love Your Brand
Sales & Marketing Digital ArticleHow does your company stack up? -
Twelve Ways to Create Barriers to Competitors
Brand management Digital ArticleThe only real way to grow sales and profits is to create innovative offerings with some “must haves” that define new categories or subcategories for which competitors are not relevant. The goal is not only to find and successfully introduce such offerings but to create barriers that inhibit or prevent competitors from entering and becoming […] -
Competing on Customer Service: An Interview with British Airways' Sir Colin Marshall
Technology & Operations Magazine ArticleJust because the competition is tough, that's no reason to be tough on customers, says Sir Colin Marshall, chairman of British Airways. Even in a cutthroat,...
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Clover Food Lab: Sustainability as Competitive Advantage
Leadership & Managing People Case Study8.95View Details By July 2012, the founder of Clover Food Lab (Clover) had created a profitable business that served locally sourced, organic, vegetarian fast food. Over... -
Procter & Gamble: Marketing Capabilities
Sales & Marketing Case Study8.95View Details P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the... -
Alessi: Evolution of an Italian Design Factory (A), Chinese Version
Sales & Marketing Case Study15.05View Details Alessio Alessi, head of distribution at family-run Alessi S.p.A., is facing price and brand confusion among customers and is considering reorganizing... -
August Berg: Promoting an Accessible Luxury Watch via Social Media
Sales & Marketing Case Study8.95View Details Set in September 2020, the case talks about marketing an accessible (affordable) luxury watch brand, 'August Berg', by a luxury-product distribution company,... -
Coco-Mat: The Spartan Mattress Revolution
Innovation & Entrepreneurship Case Study8.95View Details The Coco-Mat case tracks the development of the bedding brand from its initial concept in 1989 to the iconic status it had achieved by 2016. During that... -
TruEarth Healthy Foods: Market Research for a New Product Introduction (Brief Case)
Sales & Marketing Case Study8.95View Details Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet... -
The Walt Disney Company: Theme Parks
Sales & Marketing Case Study8.95View Details As he seeks to place the division he leads on a firm footing for the future, Tom Staggs, chairman of Walt Disney Parks and Resorts, is considering a range... -
Charles Schwab & Co., Inc.: The
Sales & Marketing Case Study8.95View Details Schwab management is evaluating the success of the recently launched "Talk to Chuck" advertising campaign. This campaign aims to differentiate Schwab... -
BBC Worldwide: Global Strategy
Sales & Marketing Case Study12.00View Details In January, 2007, John Smith, chief executive officer of BBC Worldwide (BBC WW), the commercial arm of the British Broadcasting Corporation (BBC), was... -
Zalora: Dressing Up the Mobile App to Engage Customers
Sales & Marketing Case Study8.95View Details In March 2013, Zalora, a leading online fashion retailer in Asia-Pacific, had diversified it sales channels by launching the Zalora mobile app. Almost... -
ING DIRECT, Spanish Version
Innovation & Entrepreneurship Case Study6.95View Details The CEO of ING Direct (U.S.) has to decide: (1) whether and how to coordinate his organization's branding effort with its parent, ING Group, and (2) how... -
Alessi: Evolution of an Italian Design Factory (B), Chinese Version
Sales & Marketing Case Study5.00View Details Since the 1970s, world-renowned architect and designer, Alessandro Mendini, has acted as adviser and counselor to Alessi, the Italian household goods... -
Domino's Pizza
Strategy & Execution Case Study8.95View Details The vice-president of communications for Domino's Pizza International (Domino's), faced a significant threat to his company's reputation involving negative... -
Parker & Pine
Sales & Marketing Case Study8.95View Details The co-founders of Parker & Pine must decide how best to launch their apparel company's first product, the boxer brief for plus-sized men. With only a... -
Levi Strauss & Co.: Global Sourcing (B)
Leadership & Managing People Case Study5.00View Details Describes the decision taken by Levi Strauss & Co.'s CEO. -
Pepsi Blue
Sales & Marketing Case Study8.95View Details Executives at Pepsico are considering a possible redesign of the Pepsi carbonated beverage packages worldwide to give the brand a modern, up-to-date image... -
Gardenburger Advertising Strategy (B)
Sales & Marketing Case Study5.00View Details In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive... -
Marks & Spencer: The Phoenix Rises--A Multimedia Case Study
Strategy & Execution Tool25.00View Details Enables users to interactively research the steps Marks & Spencer's top executives took to restore prosperity and explore in depth the major issues remaining.... -
Mavesa (B): International Strategy and Valuation Concerns, Spanish Version
Global Business Case Study5.00View Details Examines Mavesa's response to economic liberalization. Looks at Mavesa's efforts to expand into neighboring countries. Also looks at efforts to support... -
Renewing the Nissan Brand
Sales & Marketing Case Study8.95View Details One of the directors described his time working at Nissan as a "near-death experience." It was a bumpy ride, but under the guidance of Carlos Gosen, Nissan...
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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Your Rainbow Logo Doesn’t Make You an Ally
LGBT rights Digital ArticleHere’s how to materially benefit LGBTQ+ communities year-round instead. -
Customer Experience in the Age of AI
Technology & Operations Magazine ArticleCompanies across all industries are putting personalization at the center of their enterprise strategies. For example, Home Depot, JPMorgan Chase, Starbucks,... -
Branding in the Age of Social Media
Sales & Marketing Magazine ArticleSocial media was supposed to usher in a golden age of branding. But things didn't turn out that way. Marketers originally thought that Facebook, YouTube,... -
A Better Way to Map Brand Strategy
Sales & Marketing Magazine ArticleCompanies may want to shift a brand's position--to exploit less crowded territory, for example, or grow sales. Companies have long used perceptual mapping... -
High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Ending the War Between Sales and Marketing
Sales & Marketing Magazine ArticleSales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the... -
10 Truths About Marketing After the Pandemic
Sales & Marketing Digital ArticleThere's no going back to the old normal. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little...