N2Growth Blog

JUNE 11, 2010

Commitment - While technology is a natural accelerant helping to catalyze new opportunities and extend relationships, creating trust and influence will still take time. Let me say this as clearly as I can…a ready, fire, aim approach will rarely find the target.

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Media Influence Blog Real Estate 407

N2Growth Blog

JANUARY 11, 2024

The Evolving Role of the CMO Previously, a Chief Marketing Officer’s or CMO role mainly involved traditional marketing activities like brand management, public relations, and market research. However, recent technological advancements and industry shifts have expanded and evolved this role significantly.

Creativity 243

Creativity Business Objectives Marketing Brand 243

In the CEO Afterlife

OCTOBER 17, 2011

Today’s economy screams for change in the process of branding. I’m not suggesting restructuring the entire brand management system. I’m advocating that CMOs and CEOs recognize the necessity of their own direct and passionate involvement as chief brand custodians. This is the mindset essential to brand resilience.

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Brand CEO Stage-Gate SWOT 168

First Friday Book Synopsis

DECEMBER 11, 2013

His research currently focuses on marketing strategy, brand equity and brand management issues. His published papers on brand extensions, consumers use of brand and other signals as well as international consumer behavior in a […].

Drucker 75

Drucker Letter Brand Management Brand 75

Strategy Driven

MAY 27, 2023

The business world constantly evolves, so marketers must stay current on new trends and technologies. You’ll study various marketing topics like consumer behavior, marketing analytics, and brand management. It provides you with the advanced business skills and leadership knowledge you need to succeed in this growing field.

Marketing 97

Marketing Career Trends Advertising 97

Building Personal Strength

APRIL 4, 2011

Pay-at-the-pump technology, now commonplace, makes the transaction quick and easy. Three of the participants happened to be brand managers from Mobil. The only thing I might concentrate on is a bug stain as I try to clean the windshield. And, oh yeah - the price of gas. Their problem? You guessed it: drive-away customers.

Creativity 81

Creativity Brand Management Participative Course 81

Strategy Driven

FEBRUARY 15, 2021

Have you ever wondered how celebrities or big brands manage their presence on the internet? Online reputation management helps those with larger public profiles to maintain a good online presence and representation in an age where everyone and anyone can use the internet to give their opinions.

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Reputation Management Brand Content 78

Harvard Business Review

MARCH 29, 2012

billion , entrepreneurial companies with technology at their core have disrupted entire industries and threatened or eliminated incumbents. A 2011 IBM study of over 3,000 CIOs revealed that CIO-CEO alignment is stronger than ever, with traditional companies aggressively investing in technology innovation.

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Technology Venture Capitalist CIO ROI 18

Harvard Business Review

MARCH 17, 2023

Your strategy should be driven by relationship-building — not shiny new tech.

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Technology Strategy Brand Management Advertising 23

Strategy Driven

AUGUST 19, 2011

Jobs was determined to bring the technology to market and anyone who stood in his way would not have a place at Apple. Do you think Steve Jobs sat in his bed wrestling with the idea, the hope, that we could secure ‘buy in’ for the Iphone? Absolutely not. To read Mark Stevens’ full biography, click here.

Marketing 50

Marketing Objective Short-term Company 50

Harvard Business Review

MARCH 20, 2023

As technology becomes more powerful and affordable, your company is only limited by its imagination.

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Technology Power Company Brand Management 28

Harvard Business Review

AUGUST 20, 2012

Consumer packaged goods manufacturers are monitoring social media to get real-time information on their customers' perceptions and share it with brand managers. Business model innovation — often enabled by new technology platforms — isn't new. Embrace Industry Disruption. Knit Your Network Together.

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Business Model Process Innovation Media 16

Eric Jacobson

AUGUST 8, 2018

Guest Post: By Debbie Laskey There is no denying that social media has changed how brands communicate. All aspects of business have been affected from technology to human resources to marketing. Even more important, all employees have become their own personal brands – some even major influencers – with their own fans and followers.

Brand 50

Brand Tips Media Customer Loyalty 50

Harvard Business Review

OCTOBER 30, 2012

That's because information technology — not just the Internet, but also mobile devices, " big data " for intensive data-crunching, and other computer hardware and software — will render even some of today's most proficient business processes obsolete by the end of the decade. I see three big opportunities: 1.

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Process Strategy Offshoring Information Technology 18

Harvard Business Review

MARCH 10, 2011

The big new thing in social technology is the ability to do something really old: talk to people face-to-face in real time. As more is communicated, more emotions shared, more passions pursued in this much more vivid medium, we're likely to see stronger bonds between brands, consumers, networks and causes. Avoid anonymity.

Brand 15

Brand Video Technology Tools 15

Harvard Business Review

MAY 24, 2012

But in the era of Big Data and decision-making at the desktop, it's vexing to think that any company with significant technology investments would allow the all-too-human traits of ownership debates and subjective opinion to override robust data analysis. But optimizing the use of these and other technologies remains a challenge.

Merchandising 15

Merchandising Risk Management Supply Chain Retail 15

Harvard Business Review

NOVEMBER 25, 2013

For example, brand managers and advertising agencies alike increasingly make sentiment analysis part of how they assess public perceptions. Customers Decision making Information & technology' So which 20% of external tweets, posts and presences account for 80% of sentimental shifts? Are You Ready for a Chief Data Officer?

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Due Diligence Loyalty KPI Information Technology 17

Harvard Business Review

JANUARY 23, 2012

Further, in some industries customers lack technological sophistication to know what is or is not feasible, limiting the usefulness of their guidance. Lafley himself hit on one of these kinds of insights when he was a young brand manager at P&G. In these circumstances it is tempting to rely on intuition.

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Audience Entrepreneur Maturity Comparison 15

Harvard Business Review

SEPTEMBER 17, 2013

I had just finished a talk at a leading technology company when an engineer approached me. “I I liked your ideas about personal branding, and I can see how they’d work,” he told me. Branding Managing yourself Networking' But most of them aren’t for me — I’m an introvert. Is there anything I can do?”

Brand 15

Brand Cialdini Brand Management Conference 15

Harvard Business Review

JANUARY 23, 2013

The Obama campaign's techniques, tools and technologies deserve detailed and dedicated attention from every organization that takes data-driven decisions seriously. There's not a brand manager, health care administrator, CMO or CIO who wouldn't benefit big-time from benchmarking their own operations to this campaign's.

Marketing 11

Marketing Chief Technology Officer Case Study Critical Success Factor 11

Harvard Business Review

JUNE 14, 2023

They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science. The author offers five lessons for brands who want to tap into this era of influencers and make authentic connections with Gen Z.

Brand 17

Brand Influence Reputation Technology 17

Harvard Business Review

MARCH 7, 2012

The tools will vary depending on the size of your organization, the degree that brand management is embodied in the decisions you make, and the number of people actually involved in the development of communications. At a minimum, you should have brand standards that give "rules to create by" for your creative team.

Brand 17

Brand Audience Tools Planning 17

Harvard Business Review

MAY 31, 2011

Chevron used a global brand team formed with top-level operating people representing country and product silos charged to sponsor a process that would lead to a coherent brand portfolio and brand management system. In fact team building can be the primary objective.

Brand 15

Brand Aaker Objective Team Building 15

Harvard Business Review

FEBRUARY 16, 2011

They ask themselves big, searching questions like: "What new trends and technologies could possibly undercut our current business?" "Are But they are constantly scanning the horizon for big enough market insights ; for that next game-changing idea; for the trend that will upset current market conditions and create opportunity.

Parcell 15

Parcell CEO Airlines Trends 15

Harvard Business Review

OCTOBER 6, 2011

The idea for that blockbuster originated with a brand manager in Korea and was initially met with internal resistance from headquarters because the company had little expertise in the required electronics technology.

Trends 15

Trends Short-term Marketing Resistance 15

Harvard Business Review

JUNE 13, 2014

Other start-ups develop a core technology that has myriad possible uses and they’re not quite sure which will be most appealing, so they plan to just put it out on the market and let customers decide. Approaches like these overlook the importance of brand strategy as the foundation for a successful launch.

Brand 12

Brand Ries Entrepreneur Agility 12

Harvard Business Review

JUNE 4, 2018

Think of an enterprise Netflix, Amazon, or Spotify for marketers; the same technology enhancing customer choice now empowers managerial decision. That makes simple and engaging user experience design for management key. These insights will be immensely useful for top management.

Engineering 8

Engineering Marketing Advertising Brand Management 8

Harvard Business Review

AUGUST 5, 2013

Over the next two years, this change in how sales people interact with customers will redefine what the product content will be, how the sales staff will use a new CRM platform to record visits online, and how new insights will be derived from these interactions across sales, marketing, and brand management — ultimately driving decisions.

Organization 9

Organization CIO Compliance CRM 9

Harvard Business Review

AUGUST 25, 2016

Technology facilitates greater transparency and visibility throughout enterprise ecosystems. To wit, would any serious brand manager run a marketing campaign today without a capability for incorporating social media analytics? Real-time situational awareness dramatically increases.

RACI 8

RACI Agility Brand Management Decentralization 8

Harvard Business Review

OCTOBER 14, 2014

How do some brands manage to resonate so strongly with the public that they seem to get woven into the fibers of culture? Great brands like Zumba constantly scan the cultural environment for signs of meaningful, long-lasting change that might affect them.

Long-term 9

Long-term Trends Brand Succession 9

Harvard Business Review

APRIL 8, 2015

” A growing body of neuroscience research has begun to reveal the exact ways in which information age technologies cut against the natural grain of the human mind. We once asked a global technology firm’s leadership to try a “stone age” solution as they conferred on how to implement a newly hatched strategy.

Team 8

Team Supply Chain Workshop Drucker 8

Harvard Business Review

JUNE 28, 2024

While marketing has evolved since the proliferation of the Internet, in the echoverse, a diverse network of human and nonhuman actors — consumers, brands, AI agents, and more — continuously interact, influence, and reshape messages across digital platforms.

Marketing 29

Marketing Proposal Brand Diversity 29

Harvard Business Review

MAY 24, 2024

Increasingly, using apps such as ChatGPT or Perplexity, or search portals such as Google’s Search Generative Experience (now AI Overviews) or Bing’s Copilot, customers will learn about products and brands through natural-language outputs.

Marketing 28

Marketing Power Brand Consultative 28

Harvard Business Review

OCTOBER 2, 2024

Automakers must forge strategic partnerships, invest in local R&D, and cultivate a brand identity that resonates with Chinese consumers.

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Globalization Marketing Company Brand 28

Harvard Business Review

JANUARY 3, 2022

Building a strategy for the next frontier.

Brand 29

Brand Strategy Brand Management Technology 29

Harvard Business Review

DECEMBER 4, 2018

But investing in an internal communications strategy that leverages mobile app technology can play an integral role in reaching employees, connecting strategy with operations and helping companies thrive, according to new research by Staffbase. Reach and relevance have become the greatest weaknesses of internal communications.

Content 8

Content Middle Management Directory CIO 8

Harvard Business Review

FEBRUARY 26, 2025

What retail companies need to know about AI agent optimization.

Brand 25

Brand Retail Company Brand Management 25