The series on brand value creation continues today with a look at how brands create value for companies in their Internal Business Processes. Although a brand’s ability to create value from the Financial and Customer perspectives is probably the most important, its impact on Internal Business Processes is the most fundamental. […]
brand-as-business
Earlier this week, I spoke on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets” at the Marketing Forum. The workshop outlined the “brand-as-business” management approach — that is, the deliberate and systematic management of the business around the brand — thinking of the brand as the […]
04.20.09
gaining the competitive edge
Next week I’m speaking at The Marketing Forum, a national conference for Chief Marketing Officers and brand managers. My talk is on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets.” […]
One of Harvard Business Review‘s pieces on marketing in these tough economic times left me feeling ambivalent. In “Five Rules for Retailing in a Recession,” the authors outline how retailers can discover that “a larger universe of growth and productivity opportunities is open to them than they might believe.” […]
01.12.09
brand-building: yohn on ries
Last week’s Ad Age featured a column by brand luminary Al Ries that I just can’t let go without comment. Ries’s main thesis is that brands must remain narrowly focused […]
01.05.09
no money, no problem
2009 is here — woo hoo! Despite the doom and gloom that fills predictions for brands and businesses in the coming year, I’m actually quite optimistic about 2009’s prospects. Certainly past downturns […]
11.20.08
on marketing and leadership
Last week’s Ad Age juxtaposed 2 pieces worth noting: First was an excerpt from David Aaker‘s latest book, “Spanning Silos: The New CMO Imperative.” Its main thesis […]
10.23.08
what’s a brand for?
According to a study by the Association of National Advertisers, 64% of CMOs and brand managers say their brands do not influence decisions made at their companies. What’s up with that?! […]
09.18.08
express vs. operationalize
Next week I’m speaking at the Digital Symposium at the Westin New York on “Using Internet Technologies to Operationalize Your Brand.” The basis of my talk […]