-
The Lure of Global Branding
Globalization Magazine ArticleBrand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal. -
How Olympics Branding Is Shaping China
Sales & Marketing Digital ArticleThe Olympics have long been seen as China's global coming out party. But the event is more than that: The Olympic Games will change China forever. In... -
What an OTT Future Means for Brands
Sales & Marketing Digital ArticleIf you haven't heard of "over the top," you will soon. -
Tiger Woods and the Coming Decline of Celebrity Endorsements
Brand management Digital ArticleGolf champion Tiger Woods no longer represents global consulting and technology services firm Accenture, as of December 13. Accenture is the first of Woods’ corporate sponsors to pull out of the relationship completely. A day earlier, Gillette announced a suspension of Woods’ marketing appearances for an unspecified period. For anyone missing two weeks of headlines, […] -
Invest in Your Customers More Than Your Brand
Sales & Marketing Digital ArticleStop selling; make your customers smarter and more confident. -
Men Buy More from Manly Men
Sales & Marketing Magazine ArticlePurveyors of high-end goods who want to increase sales to men probably should start hiring more Tom Bradys. New research from Europe shows that male shoppers'... -
How Starbucks' Growth Destroyed Brand Value
Sales & Marketing Digital ArticleStarbucks announcement that it will close 600 stores in the US is a long-overdue admission that there are limits to growth. In February 2007, a leaked... -
Master of the House: Why a Company Should Take Control of Its Building Projects
Finance and investing Magazine ArticleThe New York Times expects real business benefits from its new headquarters building because the company is taking an aggressively active role at every stage of its design and construction. -
The Most Successful Brands Focus on Users — Not Buyers
Customer experience Digital ArticleAnd research shows that their customers are consequently more loyal. -
How Financial Brands Should Market In a Recession
Brand management Digital ArticleRecent news coverage of the cosmetic name change from AIG to AIU at the failed company’s New York headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do so in the future. It […] -
Competing on Social Purpose
Sales & Marketing Magazine ArticleConsumers increasingly expect brands to have a social purpose beyond mere functional benefits. As a result, companies are taking social stands in very... -
Joint Ventures and Partnerships in a Downturn
Strategy & Execution Magazine ArticleTo make it through the downturn and return to growth, companies will need to rewire operations, reallocate resources, and in some cases reinvent business... -
The HBR Interview: Starbucks CEO Howard Schultz
Leadership & Managing People Magazine ArticleTwo years ago Starbucks ran into trouble, and Schultz was called on to serve a second time as its CEO. In this edited interview, he talks about the effects... -
The Sure Thing That Flopped
Brand management Magazine ArticleAll the market research said that TF’s NextStage stores couldn’t miss. What went wrong? -
Should You Launch a Fighter Brand?
Strategy & Execution Magazine ArticleWith consumers tightening their belts, many premium brands are losing market share to low-price rivals. Their managers face a classic conundrum: Should... -
Name Your Brand with a Global Audience in Mind
Strategy & Execution Digital ArticleFive tips for positioning yourself in international markets. -
Prune the Brand Portfolio? (HBR Case Study)
Organizational Development Magazine ArticleA global hotel company that has just completed a large merger is debating whether to retain all the brands that came with the acquisition. The company... -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
3 Core Principles of Digital Customer Experience
Sales & Marketing Digital ArticleA look at what often goes wrong - and how companies can get it right. -
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.
-
Russian Standard
Sales & Marketing Case Study11.95View Details In September 2006, Russian billionaire Roustam Tariko, founder and owner of Russian Standard, needed to develop a strategy for introducing Russia's most... -
Coca-Cola vs. Pepsi-Cola and the Soft Drink Industry
Strategy & Execution Case Study11.95View Details Describes the competition between Coca-Cola and Pepsi-Cola. Provides a summary of the history of the soft drink industry prior to World War II, and over... -
Montes Calçados: A Step Ahead
Sales & Marketing Case Study8.95View Details Montes Calçados is a well-known, "fast-fashion" Brazilian manufacturer of casual, but fashionable women's shoes for women aged 18-35 in major cities worldwide.... -
Volkswagen Emission Scandal: Reputation Recovery and Recall Strategy
Strategy & Execution Case Study11.95View Details In September 2015, the Volkswagen Group (VW) was in a state of flux. Its reputation was taking a severe beating in the auto industry and among consumers.... -
Acer in 2001: The Reorganisation
Strategy & Execution Case Study11.95View Details In July 2001, Acer, Taiwan's best-known company, was in the midst of an ambitious reorganization. The goal was to reverse flagging sales in Acer's branded... -
Tashn.com: Developing Merchandising for a Competitive Advantage
Sales & Marketing Case Study11.95View Details In October 2016, the assistant director for buying and sourcing apparel at Tashn.com (Tashn) was examining his team's readiness for the upcoming End of... -
Herborist
Sales & Marketing Case Study11.95View Details Global brands such as L'Oreal and Oil of Olay dominate China's skin care market. A Chinese domestic brand, after some success in partnership with Sephora... -
GreedyGame: Leveraging Online-Gaming for Brand Storytelling
Sales & Marketing Case Study11.95View Details Founded in 2015, GreedyGame Media Pvt. Ltd. (GreedyGame) had a mission to develop culturally relevant gaming content into which ads could be seamlessly... -
Options for growth: The case of Haier (A)
Strategy & Execution Case Study11.95View 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... -
Procter & Gamble (B): Turning to Success
Leadership & Managing People Case Study5.00View Details Supplements with the (A) Case. -
La Martina (A): "Pasion Argentina"
Global Business Case Study11.95View Details February 2008. Lando Simonetti was enjoying the relative cool of his Cucha Cucha office in the suburbs of Buenos Aires, Argentina. It may have been cool,... -
Colgate-Palmolive: Cleopatra
Sales & Marketing Case Study11.95View Details Demonstrates the dangers in assuming that a product successful in one market will do well in another, poor global marketing implementation, poor marketing... -
Real Madrid Club de Futbol in 2007: Beyond the Galacticos
Sales & Marketing Case Study11.95View Details On June 17, 2007, Real Madrid sealed its first Spanish league championship under new president Ramon Calderon, ending an unprecedented title drought.... -
Eastman Kodak Co.: Funtime Film
Sales & Marketing Case Study11.95View Details Eastman Kodak has suffered significant declines in film market share at the hands of lower priced branded producers and private label products. The case... -
The Mark News
Innovation & Entrepreneurship Case Study11.95View Details The founder of a new online news site, The Mark, has launched his venture at a time of unprecedented turmoil in the newspaper industry. While he believes... -
Oscar de la Renta
Strategy & Execution Case Study11.95View Details Over three decades, Oscar de la Renta (ODLR) had established itself as one of the premier luxury brands in America. Its mainstay business had always been... -
Haier: Zero Distance to the Customer (A)
Finance & Accounting Case Study11.95View Details -
Choosing the Right Metrics for Listerine Brand Management in Brazil
Sales & Marketing Case Study11.95View Details Ronaldo Art, brand manager for J&J's Listerine, reflected on the progress he had made in market penetration for the oral hygiene product from the time... -
Thrive or Revive? The Kaiser Permanente "Thrive" Marketing Programs
Sales & Marketing Case Study11.95View Details In the Fall of 2013, Christine Paige, Kaiser Permanente's Senior Vice President of Marketing was preparing for an upcoming executive committee meeting...
-
Russian Standard
Sales & Marketing Case Study11.95View Details In September 2006, Russian billionaire Roustam Tariko, founder and owner of Russian Standard, needed to develop a strategy for introducing Russia's most... -
The Lure of Global Branding
Globalization Magazine ArticleBrand builders everywhere think they want global brands. But global brand leadership, not global brands, should be the priority. Successful companies follow four principles to meet that goal. -
Coca-Cola vs. Pepsi-Cola and the Soft Drink Industry
Strategy & Execution Case Study11.95View Details Describes the competition between Coca-Cola and Pepsi-Cola. Provides a summary of the history of the soft drink industry prior to World War II, and over... -
How Olympics Branding Is Shaping China
Sales & Marketing Digital ArticleThe Olympics have long been seen as China's global coming out party. But the event is more than that: The Olympic Games will change China forever. In... -
What an OTT Future Means for Brands
Sales & Marketing Digital ArticleIf you haven't heard of "over the top," you will soon. -
Montes Calçados: A Step Ahead
Sales & Marketing Case Study8.95View Details Montes Calçados is a well-known, "fast-fashion" Brazilian manufacturer of casual, but fashionable women's shoes for women aged 18-35 in major cities worldwide.... -
Tiger Woods and the Coming Decline of Celebrity Endorsements
Brand management Digital ArticleGolf champion Tiger Woods no longer represents global consulting and technology services firm Accenture, as of December 13. Accenture is the first of Woods’ corporate sponsors to pull out of the relationship completely. A day earlier, Gillette announced a suspension of Woods’ marketing appearances for an unspecified period. For anyone missing two weeks of headlines, […] -
Invest in Your Customers More Than Your Brand
Sales & Marketing Digital ArticleStop selling; make your customers smarter and more confident. -
Volkswagen Emission Scandal: Reputation Recovery and Recall Strategy
Strategy & Execution Case Study11.95View Details In September 2015, the Volkswagen Group (VW) was in a state of flux. Its reputation was taking a severe beating in the auto industry and among consumers....