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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. The ramification is clutter, the arch enemy of brand identity. Some companies brand exceedingly well.
These HumanResource leaders represent the top 25 humanresources leaders shaping careers, culture, and talent at the world’s most innovative people driven companies. Remember, it’s the people and culture who enable technology and marketing success – not the other way around. ?. Selection Methodology.
How endearing is your brand to your customers? What do you your customers believe and understand about your brand? Using “Buddy the Elf” as an example for the four steps to brand building, this week we’ll discuss steps three and four: developing brand identification and meaning, and developing relationships with customers.
Great marketing begins with great strategy. The best brand custodians know that you never promise a smorgasbord of benefits; trying to be all things to all people is a recipe for disaster. There’s more: a marketer’s product or service better deliver on the promise. If it doesn’t, great marketing cannot exist. Everything.
Before social media, traditional marketing roles emphasized push responsibilities. Most marketers focused on advertising, promotions and creating awareness through disruption of unrelated content. With the emergence of social media technologies , this responsibility shifts from mostly push to mostly pull (inbound) marketing.
The Perfect Brand Slogan. by John • May 23, 2011 • Branding , Marketing • 3 Comments. Most folks in the branding game will judge a proposed slogan or tag line by a defined set of objectives. If a slogan did not communicate the brand’s strategic intent, it was a non-starter. In the CEO Afterlife.
Is Social Media an Excuse for Brand Positioning Laziness? by John • September 19, 2011 • Branding , Marketing , Strategy • 2 Comments. I retired from the CEO’s office in 1994 and from strategy and marketing consulting in 2008. Searching branding & social media wasn’t much better. Main menu Home.
How endearing is your brand to your customers? What do you your customers believe and understand about your brand? What do you your customers believe and understand about your brand? Let’s use “Buddy the Elf” as an example for the four steps to brand building. What does your brand stand for? Does it fill a need?
The CEO as Chief Brand Custodian. by John • October 17, 2011 • Branding , HumanResources , Leadership , Marketing , Strategy • 3 Comments. Never in the history of marketing has there been so much talk about branding. The ramification is clutter, the enemy of brand messaging.
It starts with the corporate strategy, and includes marketing strategy, and the all-important humanresource strategy. In marketing, great branding steers clear of multi-benefits; one clear, compelling benefit will find a place in busy minds. That singularity continues to deliver outstanding shareholder value.
Old Brands. by John • August 1, 2011 • Branding , Marketing • 0 Comments. I realize I’ve been around a long time whenever I reminisce about the brands I was associated with in my early career. Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market.
by John • November 30, 2011 • HumanResources , Leadership , Life , Marketing , Strategy • 0 Comments. But unlike finite measurements such as sales, market share, profit, stock price or market cap, momentum remains an intangible – a powerful one. Market share was responding but not profit.
Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. HumanResources. 5 principles of simplicity via @ matthewemay [link] Humans need a reminder RT @ hunterwalk Good design teaches. link] #branding #marketing #advertising #design Follow Me on Twitter. Main menu Home. Leadership.
by John • November 7, 2011 • Branding , Marketing • 2 Comments. Because I had a few of the old cans in the refrigerator I conducted a side-by-side comparison through the eye of a marketer. The comparison raised a couple of brand trivia questions. The comparison raised a couple of brand trivia questions.
by John • October 30, 2011 • HumanResources , Leadership , Marketing , Strategy • 4 Comments. Leadership , Marketing , Strategy. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. HumanResources. In the CEO Afterlife. Main menu Home. Leadership.
All business (for profit or not) provide goods, services, or intellectual property/capital to a market (or markets) for some form of consideration. All businesses have competition, serve stakeholders and other various constituencies, and must do certain things to avoid failure while on the path to creating a sustainable endeavor.
by John • September 26, 2011 • HumanResources , Leadership • 3 Comments. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. HumanResources. 5 principles of simplicity via @ matthewemay [link] Humans need a reminder RT @ hunterwalk Good design teaches. Leadership.
by John • October 23, 2011 • HumanResources , Leadership , Marketing , Strategy • 4 Comments. Steve Jobs managed to harness the resources of 49,000 employees to introduce and successfully market a slew of breakthroughs. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant.
In the early days of my 40 year business career, I was lucky to work under two gentlemen who instilled several critical success factors that guided me from Brand Manager to CEO. By applying Jacobs Suchard’s brands and businesses to HBR’s models, I was able to pin-point weaknesses and bring clarity to missing opportunities.
Brand Surgery – excerpts from my Marketing Magazine article. by John • February 5, 2011 • Branding , Leadership , Marketing , Strategy • 1 Comment. Now my accountant, my lawyer, my portfolio manager and even my neighbour talk to me about brands. Main menu Home. Leadership.
by John • November 20, 2011 • Branding , Leadership , Marketing , Strategy • 4 Comments. Michael Jackson , the theme to “Billie Jean” and a phenomenal blend of marketing and entertainment drove the Pepsi brand to the pinnacle of contemporary culture. So, what are Pepsi’s marketers doing to revitalize it?
Old Brands. by John • August 1, 2011 • Branding , Marketing • 0 Comments. I realize I’ve been around a long time whenever I reminisce about the brands I was associated with in my early career. Maxill apparently has plans to resuscitate Ipana as a “retro brand” in the professional dental market.
by John • October 3, 2011 • HumanResources , Leadership , Life • 0 Comments. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. HumanResources. 5 principles of simplicity via @ matthewemay [link] Humans need a reminder RT @ hunterwalk Good design teaches.
by John • September 12, 2011 • HumanResources , Leadership , Strategy • 4 Comments. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. HumanResources. 5 principles of simplicity via @ matthewemay [link] Humans need a reminder RT @ hunterwalk Good design teaches.
The same principles apply to e-marketing: before rolling out a campaign to a large audience, test it on a small one. How does their e-marketing supplement their traditional marketing? Create a Benchmark Traditional direct marketing always uses a control piece as the benchmark, generally with an A/B split test.
HumanResources Issues Marketingbrand buidling branding employee training internal branding' This feed has moved to: [link] If you haven''t already done so, update your reader now with this changed subscription address to get your latest updates from us.
by John • November 13, 2011 • Branding , Life , Marketing • 5 Comments. They probably haven’t figured him for a good marketer. The last and final display offers the brand pay-off. He’s making a living by following the 4 P’s of Marketing. HumanResources. In the CEO Afterlife.
by John • June 13, 2011 • HumanResources , Leadership , Strategy • 1 Comment. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. HumanResources. 5 principles of simplicity via @ matthewemay [link] Humans need a reminder RT @ hunterwalk Good design teaches.
It is widely believed that every company has several brands to market. The first brand is the product they sell. The third brand is the employer brand or how the public sees the employer, the one in charge of the […]. The second is their company culture and the way it is perceived by the public.
Beauty Marketers: Best in Class. by John • August 15, 2011 • Branding , Marketing • 0 Comments. The piece described a passionate marketing company who has believed in the power of advertising and branding for most of its 100 years. well, the marketer better be a disciple of the Church of Brand.
In the training, point out the basics, such as: Relevant social media posts on your company, brand, products and services. These are often found in Support, Marketing and HumanResource departments. On the other hand, what if a marketing campaign starts to go viral on social media channels? Specialists.
Their marketing teams research everything to death. Formerlife: CEO of Jacobs Suchard (Nabob, Kraft), Strategy/Branding Consultant. HumanResources. 5 principles of simplicity via @ matthewemay [link] Humans need a reminder RT @ hunterwalk Good design teaches. In the CEO Afterlife. Main menu Home. Leadership.
More than just “going green”—this position strategically positions the company to thrive in a market where sustainability is a competitive edge. The CSO shapes business strategies that balance economic growth with ecological and social impact, turning sustainability into a powerful lever for innovation and brand strength.
BrandingHumanResources Leadership Life Marketing Strategy Uncategorized Do Less Better In the CEO Afterlife Vision' For more on the 80/20 rule, complexity, and the power of strategic focus, download a free introductory chapter of my new book Do Less Better: The Power of Strategic Sacrifice in a Complex World.
by John • December 11, 2011 • Branding , Leadership , Marketing , Strategy • 1 Comment. I was Nabob’s VP of Marketing, a 32 year-old disciple of an excellent turnaround CEO – a fellow by the name of Hugo Powell who eventually moved on to Interbrew (now Anheuser-Busch InBev ) as CEO. HumanResources.
by John • September 6, 2011 • HumanResources , Leadership • 1 Comment. My regret is that I did not free up my other hip for HumanResources, a group of eager young managers at the rear of the functional pecking order. After all, I had come up through the marketing ranks. Marketing is important.
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. BrandingHumanResources Leadership Life Marketing Strategy Bob Olodort CEO Complexity Culture Focus Jacobs Suchard Nabob Sacrifice Samsung Vision'
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).
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I could talk about their brands, their global clout, their sales growth or their stock market value. P&G people have a tremendous trust in each other, but the ultimate judge is in the data, such as market share and productivity. The mystical factor that distinguishes P&G from everyone else is people.
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. It is not the same as creating a new brand, launching it and watching it grow.
Sponsors Education Opportunities Career Opportunities Jobs by Simply Hired Job list provided by WomensJobList.com Discounts & Freebies Discount PR Newswire Free Magazines Awards & Recognition Categories Books for Businesswomen business development Businesswomen Bloggers Businesswomen Interviews Businesswomen Profiles Career Development Communications (..)
by John • May 2, 2011 • HumanResources , Leadership • 1 Comment. When I teach my leadership and collaboration class to middle managers at the Canadain Marketing Association I say to them that the sociopath boss or colleague is a reality. HumanResources. In the CEO Afterlife. Main menu Home.
Facebook, Twitter, Linkedin are seeing huge surges in registration, as businesses realise this is where they need to be to compete in today’s market. So what are the main differences between standard marketing / advertising, and online Social Media? Our old ways of advertising were all very one way.
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