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How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
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. -
Southwest Airlines Is Playing with Brand Fire
Brand management Digital ArticleSouthwest Airlines is often used as a case study for a well-run business: it’s consistently more profitable than its competitors, it’s very disciplined about how it operates, and its customers are happy. It also has a strong brand, built on the promise of low prices, convenience, and a no-frills-but-pleasant experience. But recent actions are starting […] -
The Shrinking Advantage of Brands
Brand management Digital ArticleQuick – what’s the top brand in the world? Coca-Cola? Nope. IBM? Nope. One of GE’s stable of brands? Wrong again. All these players are near the top. But the most powerful brand in the world today is, according to the gold standard of brand valuation, Millward Brown’s Brandz report, Google. Now, that might seem […] -
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 […] -
How Not to Extend Your Luxury Brand
Sales & Marketing Magazine ArticleDon't extend your premium brands into other product categories--unless they are adjacent to your core categories. -
Responding to Your Comments on Branding
Brand management Digital ArticleThanks for all the comments so far about my take on branding – I’m enjoying the debate a great deal. Let me take a few secs to respond. First, who cares – this is only meaningful for “digital” goods, right? Unfortunately, nothing could be further from the truth. Consumers are defecting en masse to new […] -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
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 […] -
Should Sponsors Call the Shots on Athletes’ Behavior?
International business Digital ArticleHow much control should national and corporate sponsors have over athletes’ behavior both on and off the field? It’s a question that is on the minds of many as they watch the World Cup, especially after the controversial exit of the French team early in the tournament. The stakes involved in sports can be extremely […] -
Twelve Ways to Create Barriers to Competitors
Sales & Marketing 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...
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C.W. Post
Leadership & Managing People Case Study8.95View Details In 1906, C.W. Post had to move his latest breakfast product--corn flakes--from store shelves into cereal bowls nationwide. Post genuinely believed his... -
A Sweet Dilemma: Sourcing Palm Oil with Ferrero SpA and Nestlé
Strategy & Execution Case Study8.95View Details This case focuses on Ferrero SpA's sustainable palm oil sourcing strategy in light of its acquisition of Nestlé's U.S. confectionery brands, which in... -
Groupon India: The Great Onion Digital Sale
Sales & Marketing Case Study8.95View Details This case looks at the impact of an innovative digital marketing campaign on bringing new customers and increasing brand awareness and recognition.It... -
Roustam Tariko, Russian Entrepreneur: An Iconoclast in a Maelstrom
Leadership & Managing People Case Study8.95View Details This case looks at entrepreneurial leadership and business development on several levels. It addresses issues that typically arise in new ventures and... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (A)
Sales & Marketing Case Study8.95View Details Nestle Co.'s Refrigerated Foods Division has very successfully launched its Contadina brand pasta and sauces. The new product has achieved nearly $100... -
EasyEverything: The Internet Shop
Innovation & Entrepreneurship Case Study8.95View Details By February 2000, easyEverything, the first chain of large Internet cafes to be conceived anywhere in the world, had already successfully launched five... -
Troubadour Goods
Innovation & Entrepreneurship Case Study8.95View Details -
Building Brand Community on the Harley-Davidson Posse Ride, Video (Streaming)
Sales & Marketing Case Study20.00View Details Contains an ethnographic account of the 10-day, 2,300 mile Border to Border Posse Ride. Allows the viewer to experience the Posse Ride through the eyes... -
ConAgra Foods: The Next Chapter
Strategy & Execution Case Study6.95View Details In 2005, CEO Bruce Rohde has almost completed the integration of ConAgra Foods' collection of 90 independent operating companies into a focused, value-added... -
Nestle Refrigerated Foods: Contadina Pasta & Pizza (B)
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Montes Calçados: A Step Ahead
Sales & Marketing Case Study8.95View Details Montes Calçados is a well-known, "fast-fashion" Brazilian manufacturer of casual, but fashionable women's shoes for women aged 18-35 in major cities worldwide.... -
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.... -
Trader Joe's
Strategy & Execution Case Study8.95View Details Based on a variety of metrics, Trader Joe's ranked as one of the most successful grocers in the United States in 2013. Experts estimated that the company... -
Target: Responding to the Recession
Leadership & Managing People Case Study8.95View Details Within 10 months of Gregg Steinhafel's taking over as CEO at Target, the U.S. was mired in the most significant economic downturn in 50 years. Top competitor... -
Hisense's Internationalization Dilemma: Co-Operation with Loewe
Global Business Case Study8.95View Details Hisense Co., Ltd. (Hisense) was the fourth-largest television maker in the world, but its market share and brand recognition remained low in Europe. Therefore,... -
Shiseido: Reinvesting in Brand
Sales & Marketing Case Study8.95View Details Shiseido was in the midst of a six year corporate turnaround, trying to reverse the effects of decades of under-investment in R&D and marketing which... -
Brooke Correll and Clos Du Val: Adventures in Napa Valley (A) and (B) (Condensed)
Sales & Marketing Case Study8.95View Details An established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous... -
Dettol: Managing Brand Extensions
Sales & Marketing Case Study8.95View Details This case is about the evolution of a parent brand and its subsequent extensions into different product categories. Dettol, as a brand, had earned immense... -
Maria Sharapova: Marketing a Champion (B)
Sales & Marketing Case Study5.00View Details An abstract is not available for this product. -
Fiyta--The Case of a Chinese Watch Company
Sales & Marketing Case Study8.95View Details Fiyta had long been on of China's foremost watch brands. However, as China's economy began to improve and the livelihood of many Chinese rose with it,...
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How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
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...