-
Teslas Catch Fire Less Often than Gas-Powered Cars
Sales & Marketing Digital ArticleThe electric car company should use this information to defend its brand. -
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 Your Brand Should Use NFTs
Sales & Marketing Digital ArticleWading into a new space always comes with risk - but so does staying out of it. -
Twitter’s Cofounder on Creating Opportunities
Entrepreneurship Magazine ArticleTurning shared updates into a social media powerhouse -
The Financial Crisis Inquiry Commission Needs a Real Website
Sales & Marketing Digital ArticleReally? This is the online face of the of the Financial Crisis Inquiry Commission? The commission that's tasked with restoring the public's trust in our... -
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Brand management Digital ArticleGolf champion Tiger Woods no longer represents global consulting and technology services firm Accenture, as of December 13.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, […] -
Innovating a Classic at Airstream
Strategy & Execution Magazine ArticleAirstream's ability to innovate and grow depends on balancing longtime owners' expectations with new buyers' desires. In this conversation, president... -
Make Sure New Features Match Your Brand
Sales & Marketing Digital ArticleThe meaning of an innovation is shaped by marketing. -
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 […] -
The Downsides of Branding
Sales & Marketing Digital ArticleRecent efforts to put a brand on Nigeria to attract tourists remind me of how easy it is slap a label on something and hope that its uglier characteristics... -
The New Rules of Marketing Across Channels
Sales & Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the "echoverse." -
Can Knockoffs Knock Out Your Business?
Business law Magazine ArticleCounterfeiting of Ruffin products is on the rise. The company’s CEO is obsessed with putting a stop to it. How far should he go? -
Make Your Marketing Content Useful
Sales & Marketing Digital ArticleIt's the best way to get people to consume it. -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
Create a Nelson Mandela Brand
Sales & Marketing Digital ArticleRecently, I sat in a meeting with some of our best clients and pondered the constant chase of brand attributes that we as marketers often find ourselves... -
Don’t Be Undersold!
Competitive strategy Magazine ArticleA new class of European discounters have U.S. retailers squarely in their sights. -
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. -
Google+ and Groucho Marx
Marketing Digital ArticleThis post is part of the HBR Insight Center Marketing That Works. When Google+ first launched, I received invitations from a couple of people, but Google wouldn’t actually let me join. Yes, it was a little embarrassing. Thanks for noticing. Did you get an early invitation that worked? Or, like me, did you have to […] -
The Sure Thing That Flopped
Brand management Magazine ArticleAll the market research said that TF’s NextStage stores couldn’t miss. What went wrong?
-
Serious Materials
Sales & Marketing Case Study11.95View Details Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study11.95View 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... -
PORTS: China's Walk in the Global Luxury Fashion Boulevard
Global Business Case Study11.95View Details As a luxury fashion goods producer and marketer, what made PORTS different from other high-end European and American labels was its distinctive background... -
Headspace vs. Calm: A Mindful Competition
Sales & Marketing Case Study11.95View Details By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated... -
Block 16: Indigenous Peoples' Perspective
Strategy & Execution Case Study5.00View Details Supplements Block 16: Conoco's Green Oil Strategy (A). Provides the indigenous people's perspective on Conoco's Ecuadorian strategy. Designed to be distributed... -
Lyric Opera of Chicago: Setting the Scene to Grow Ticket Sales
Management Case Study11.95View Details In the summer of 2022, the Lyric Opera of Chicago (Lyric), a major opera company, is facing a deepening challenge. Lyric has seen ticket sales decrease,... -
Mountain Dew: Selecting New Creative
Sales & Marketing Case Study11.95View Details Highlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges... -
Black & Decker Corp. (C): "Operation Sudden Impact" Results--1992-94
Sales & Marketing Case Study5.00View Details Describes the initial results of Black & Decker's strategy in the United States. -
Brooke Correll and Clos Du Val: Adventures in Napa Valley (A) and (B) (Condensed)
Sales & Marketing Case Study11.95View Details An established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous... -
Inventec Corp.
Sales & Marketing Case Study11.95View Details Inventec Corp., with $4.5 billion in annual revenues, was one of Taiwan's leading original design manufacturers (ODMs). Inventec designed and manufactured... -
Ducati
Strategy & Execution Case Study11.95View Details Focuses on the turnaround and strategic repositioning of Ducati, an Italian maker of high-end sport motorcycles, and describes the current concerns with... -
Bob's Baloney
Finance & Accounting Case Study11.95View Details This case examines the financial performance of Bob's Baloney, a leader in the ultrapremium bologna market. While the business appears to be doing well... -
Ready-to-Eat Breakfast Cereal Industry in 1994 (B)
Strategy & Execution Case Study5.00View Details Updates the (A) case. -
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... -
Marks & Spencer: The Phoenix Rises (Multimedia Case)
Strategy & Execution Tool25.00View Details Enables users to interactively research the steps Marks & Spencer's top executives took to restore prosperity and explore in depth the major issues remaining.... -
Astra Sports, Inc. (A)
Sales & Marketing Case Study11.95View Details Astra executives meet to discuss how to counteract the appearance of Korean-made counterfeit athletic shoes in Europe, Asia, and Latin America. -
Altius Golf and the Fighter Brand
Sales & Marketing Case Study8.95View Details Altius Golf is the clear leader in the golf ball market despite a long-term decline in the number of golfers and a drop in sales following the financial... -
Talbots: A Classic
Sales & Marketing Case Study11.95View Details This case traces why the $1 billion women's clothing retailer decided to attract younger customers, what went wrong, and the actions taken to recover.... -
Hindú: Revitalizing a Colombian Tea Brand
Sales & Marketing Case Study11.95View Details In late 2019, the Colombian company Agrícola Himalaya SA was undertaking a strategy to double its sales by 2030. The company's popular Hindú brand of...
-
Teslas Catch Fire Less Often than Gas-Powered Cars
Sales & Marketing Digital ArticleThe electric car company should use this information to defend its brand. -
Serious Materials
Sales & Marketing Case Study11.95View Details Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category... -
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 Your Brand Should Use NFTs
Sales & Marketing Digital ArticleWading into a new space always comes with risk - but so does staying out of it. -
Twitter’s Cofounder on Creating Opportunities
Entrepreneurship Magazine ArticleTurning shared updates into a social media powerhouse -
The Financial Crisis Inquiry Commission Needs a Real Website
Sales & Marketing Digital ArticleReally? This is the online face of the of the Financial Crisis Inquiry Commission? The commission that's tasked with restoring the public's trust in our... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study11.95View 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... -
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, […] -
PORTS: China's Walk in the Global Luxury Fashion Boulevard
Global Business Case Study11.95View Details As a luxury fashion goods producer and marketer, what made PORTS different from other high-end European and American labels was its distinctive background... -
Innovating a Classic at Airstream
Strategy & Execution Magazine ArticleAirstream's ability to innovate and grow depends on balancing longtime owners' expectations with new buyers' desires. In this conversation, president...