McKinsey Quarterly talks with 3 senior execs about the future of marketing, including the CEO of Virgin Atlantic, the CMO at American Express, and the principal research scientist at Yahoo's Human Social Dynamics group. Get ready!
In the Spotlight - Sales and Marketing
Insightful articles on how CEOs can address sales and marketing issues and opportunities within their organization.
Lady Gaga: CEO Role Model
Likely the only time you'll see Mother Theresa and Lady Gaga compared--and revered--as CEOs! This short Economist article lauds certain of their branding techniques and counts them as leadership role models. Do you agree?
Brand Dominance: Gold or Tin
Most execs would kill for brand identity that conjures an entire category. But what happens when technology moves on? Rename or re-focus? This interview with Xerox CEO Ursula Burns illustrates the image conundrum perfectly.
So It's True!
The old adage that all publicity is good publicity--even when it isn't--seems to be borne out by new research at Stanford's GSB. Panned books sold more after the reviews were published. Does that mean CEO scandals could boost sales?!
Why So Quiet in the C-Tweet?
Labels: Leadership, Media/PR/Communication
This post examines the limited on-line presence among CEOs and suggests this is an integral part of every leader's mandate. Becoming more 'social' requires effort. Check out these tips to see which suit you, including starting small--'lurking' to become familiar with the medium.
The Art of Choosing
What do customers really want? According to recent research, ways to reduce the burden of choosing. While alternatives may allow buyers to select exactly and only what suits them, the process can be so complex that paralysis ensues. Another opportunity to KISS?
Bitter and Sweet: Chocolate to China
In Chocolate Fortunes: The Battle for the Hearts, Minds, and Wallets of China's Consumers, the author explores the efforts five firms make to establish a market presence in China. Whether you're a Cadbury craver, and Godiva guy, or a Hershey hater, elements of this tale will ring true to any executive who's tried or intends to penetrate a new market.
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