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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. -
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 […] -
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 Corporate Brand: Help or Hindrance? (HBR Case Study)
Sales & Marketing Magazine ArticleEach of Lilypad's boutique hotels has its own sense of place and definition of customer experience. Though loyal to their favorites, guests don't visit... -
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 […] -
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.
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Gong Cha's Return to Singapore: Rebuilding a Popular Bubble Tea Franchise
Management Case Study8.95View Details The case describes the relaunch of the popular bubble tea franchise Gong Cha in Singapore in December 2017. This was seven months after its 80 outlets... -
Launching the New MINI (Multimedia Case)
Sales & Marketing Tool25.00View Details Focuses on how strategy is transformed into creative branding materials. Reports on the development of a wide variety of brand communication materials... -
Tokyo Jane
Strategy & Execution Case Study8.95View Details Tokyo Jane is an accessible fashion jewelry company that makes and markets its products as "luxury for less" by designing, importing and selling fashion... -
Marketing James Patterson
Sales & Marketing Case Study8.95View Details Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses... -
BMWFilms
Sales & Marketing Case Study6.95View Details Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign... -
Fiat-Chrysler Alliance: Launching the Cinquecento in North America
Strategy & Execution Case Study8.95View Details Fiat ended its 27-year absence in the North American automobile market when the first Cinquecento (500)-a very small, iconic Italian car that had strong... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study8.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
TELUS: The Public Mobile Brand Acquisition Decision
Sales & Marketing Case Study8.95View Details TELUS Communications (TELUS) acquired Public Mobile Holdings Inc., a small, money-losing, wireless carrier that operated in the lower, price-sensitive... -
Alessi: Evolution of an Italian Design Factory (A)
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... -
Marketing Reading: Brands and Brand Equity
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Salty Snacks
Sales & Marketing Case Study8.95View Details The Salty Snacks case is a data analysis exercise using Excel. The case uses real data from a consumer goods panel. It presents the student with a table... -
Newell Co.: Corporate Strategy
Strategy & Execution Case Study8.95View Details In 1998, Newell Co., a manufacturer of low-tech, high-volume consumer goods, acquired Calphalon Corp., a high-end cookware company, and Rubbermaid, a... -
White Claw: Defending Market Share as Competition Encroaches
Sales & Marketing Case Study8.95View Details By the end of 2019, two brands accounted for 84% of hard seltzer sales, a segment that had recently taken the U.S. beer market by storm, growing from... -
Real Madrid Club de Futbol
Sales & Marketing Case Study8.95View Details In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world's top soccer clubs. In his campaign,... -
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
Management Case Study8.95View Details In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global... -
Chipman-Union, Inc.: Odor-Eaters Socks
Sales & Marketing Case Study8.95View Details The company is considering whether or not to introduce a branded line of men's athletic socks. Considers a preliminary marketing program, including supermarket... -
Internet Marketing
Sales & Marketing Case Study8.95View Details In this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but... -
Vipp A/S
Strategy & Execution Case Study8.95View Details Rapidly growing Vipp sells highly differentiated (and expensive) "designer" versions of a product that most buyers think about in purely functional terms:... -
Women Entrepreneurs in an Emerging Economy Environment: Morocco
Management Case Study8.95View Details Women entrepreneurs (WEs) operate at all levels of society in Morocco. But, what it is really like to be a self-employed woman in this emerging economy?...
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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...