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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. -
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... -
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... -
10 Truths About Marketing After the Pandemic
Marketing Digital ArticleThere’s no going back to the old normal. -
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,... -
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... -
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
Brand management Magazine ArticlePaid promotions cause followers to desert. Here’s how to limit the damage. -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
Your Rainbow Logo Doesn’t Make You an Ally
LGBT rights Digital ArticleHere’s how to materially benefit LGBTQ+ communities year-round instead. -
Brands Versus Private Labels: Fighting to Win
Marketing Magazine ArticleHow real is the private-label threat? What can brand-name manufacturers do about it? -
Leadership Brand
Leadership Digital ArticleDave Ulrich and Norm Smallwood, founders of The RBL Group and coauthors of Leadership Brand. Companies build a leadership brand by developing leaders who enable employees to deliver the results expected by customers. -
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. -
Win the Attention of Your Distracted Consumer
Brand management Digital ArticleThe path to purchase has become a maze. -
Would Vegan Offerings Dilute Our Brand? (HBR Case Study)
Strategy & Execution Magazine ArticleThe founders of Protein Power Plates--a company with the slogan "Let's meat!"--contemplate adding plant-based burgers to their menu. This fictional case... -
Selling the Brand Inside
Business communication Magazine ArticleYou tell customers what makes you great. Do your employees know? -
Lessons from the Egg Master
Creativity Magazine ArticleSuccessful brands are a paradox: always consistent yet always mutable. One of the best models for that elusive balance is the artisan brand. Artisan brands possess a signature look and feel that seems to be the creation of an individual sensibility yet also permits variations on form and execution within a set of consistent design […] -
Your Marketing Organization Needs an Overhaul
Brand management Digital ArticleBring your strategy up to speed. -
Cumulative Advantage
Strategy & Execution Digital ArticleWhy do companies routinely succumb to the lure of rebranding? Because, say A.G. Lafley and Roger L. Martin, the authors of "Customer Loyalty Is Overrated,"...
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Kaya Skin Clinic: Creating a Sustainable Competitive Advantage with Customers
Global Business Case Study8.95View Details Kaya Skin Clinic (Kaya) was started in India in 2002. It expanded its operations to the Middle East in 2003. The company's value proposition was to provide... -
Ready-to-Eat Breakfast Cereal Industry in 1994 (B), Spanish Version
Strategy & Execution Case Study5.00View Details Updates the (A) case. -
The Louvre
Sales & Marketing Case Study8.95View Details Once a royal residence and today one of the most photographed Parisian landmarks, the Louvre, home of iconic masterpieces, was the world's largest and... -
Melissa Wood Health: How to Win in the Creator Economy
Leadership & Managing People Case Study8.95View Details In October 2020, Melissa Wood-Tepperberg, founder of the digital subscription wellness platform Melissa Wood Health (MWH) and creator of 'The MWH Method,'... -
Procter & Gamble Co. (B)
Sales & Marketing Case Study5.00View Details The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one... -
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... -
Philip Morris U.S.A. and Marlboro Friday (A) (Condensed)
Sales & Marketing Case Study8.95View Details This case is a condensed version of "Philip Morris U.S.A. and Marlboro Friday (A)". In July 1993, Philip Morris executives met to consider second-quarter... -
Options for growth: The case of Haier (A)
Strategy & Execution Case Study8.95View Details The cases focus on how Zhang Ruimin, CEO of the Qingdao refrigerator factory, managed to turn around a nearly bankrupt factory which produced bad quality... -
Newell Co.: Corporate Strategy, Spanish Version
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... -
Kumar Food Corporation: Product and Market Growth Strategies
Strategy & Execution Case Study8.95View Details Kumar Food Corporation (KFC) was a partnership firm founded in the state of Maharashtra in India by Neeraj Kumar in 2010. The company manufactured, packaged,... -
Beryl: E-commerce Livestreaming Strategy
Innovation & Entrepreneurship Case Study8.95View Details Beryl is a leading brand in China's goji berry market that has stayed ahead of the competition quality-wise and is the only one to build a name for itself... -
Gucci Group in 2009
Strategy & Execution Case Study8.95View Details The Gucci Group had transformed itself into the world's third largest luxury retailer with multiple brands. The company had performed well even after... -
The Eleganzia Group
Sales & Marketing Case Study8.95View Details Eleganzia Group management faces tough decisions heading into the summer of 2010. With tourism on the decline due to the global economic recession, General... -
Pepcid AC: Racing to the OTC Market
Sales & Marketing Case Study8.95View Details Pepcid management must decide whether to risk all in a race to be first in the over-the-counter market with a new heartburn remedy. -
Nantucket Nectars, Spanish Version
Innovation & Entrepreneurship Case Study8.95View Details The founders of Nantucket Nectars are trying to decide whether to sell their company. The case describes how the founders started the company and grew... -
Harley-Davidson: Preparing for the Next Century
Strategy & Execution Case Study8.95View Details Harley-Davidson Co. exemplifies a remarkable management-led business transformation of a long standing manufacturing company. The company successfully... -
Canada Basketball
Sales & Marketing Case Study8.95View Details The new chief executive officer (CEO) of Canada Basketball (CB) is looking back on a very successful 2009 - all four of the country's national teams qualified... -
Unilever's Mission for Vitality
Organizational Development Case Study8.95View Details Dove and Axe were two highly successful brands owned by Unilever, a portfolio company. Dove was a female-oriented beauty product brand that exhorted "real... -
L'Oreal and the Globalization of American Beauty, Japanese Version
Global Business Case Study8.95View Details Examines L'Oreal's acquisition of leading U.S. cosmetics brands, including Maybelline, Redken, and Kiehl's, and their subsequent renewal and globalization....
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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. -
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... -
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... -
10 Truths About Marketing After the Pandemic
Marketing Digital ArticleThere’s no going back to the old normal. -
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,... -
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... -
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
Brand management Magazine ArticlePaid promotions cause followers to desert. Here’s how to limit the damage. -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,...