A winning product launch requires differentiation, positioning, personality, vision, and added value.
- The CEO of Silicon Valley–based design firm IDEO contends that elegant, customer-centric design stems from a simple set of thinking practices.August 27, 2009 by Art Kleiner
- Four new strategies offer a path to future profits for today’s troubled newspaper and magazine companies.
- Once associated with pirated goods, China’s shan zhai companies have become competitive players, even in mature industries.
- Subaru’s chief marketing officer on how to sell cars in a tough market.August 11, 2009 by Tim Mahoney
- A new strategy recommends putting out new products in large volume and letting the marketplace — not focus groups — separate winners from losers.
- A connoisseur of corporate histories conducts a guided tour of the favorites in his collection.May 26, 2009 by Milton Moskowitz
- Most consumer brands are not creating value. The exceptions share a set of “energized” attributes that companies can identify and exploit.
- Even as they struggle through the economic meltdown, vehicle makers can look ahead to a high-growth, flexible, global future.
- A direct-to-consumer media strategy can help companies build brands and reach consumers in new ways.
- February 24, 2009 by Richard Rawlinson
- To build closer connections to customers, start by developing analytical prowess.
- In the new marketing and media ecosystem, some will fail, some will thrive, and all will have to evolve.February 24, 2009 by Christopher Vollmer
- Baby boomers are responsible for more than 40 percent of retail spending in the U.S. and western Europe, but many companies still focus on youth and young families.
- Brand commitment affects the way consumers process information about competing products.January 29, 2009
- Marketing expert David Aaker argues that to succeed in today’s global arena, marketers must learn to appeal to consumers whose interests transcend individual products and regions.January 20, 2009 by Edward H. Baker
- The Brand’s New WorldNovember 25, 2008 by Catharine P. Taylor
- Marketers are using digital and video technology to reach shoppers at the moment that matters most.
- Creating new ways to measure success.November 25, 2008 by Michael Schrage
- IT departments can generate understanding of the impact of products on the environment.
- As the difficult economy causes consumers to trade down in their purchases, companies need to adjust their offerings to their customers’ new behavior.
- To succeed in a mature industry like consumer products, the trick isn’t being first — it’s being hard to copy.
- With the right kind of organization, you can expand while cutting costs.
- How we built a world-class organic growth engine by investing in people.August 26, 2008 by A.G. Lafley
- There is no accepted standard for appraising the worth of nonphysical assets like brands, human capital, and managerial expertise. Yet these are the essence of 21st-century business.August 26, 2008 by Denise Caruso
All articles tagged: brand
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