Branding

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The Upside to Large Competitors

  • Research Highlight
  • Read Time: 7 min 

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations. In six lab and field studies, the authors explored the effects of having a large, dominant competitor and found advantages in highlighting a competitor’s size and proximity. “Small brands see consumer support go up when they are faced with a competitive threat from large brands,” write the authors. “This support translates into higher purchase intention, more purchases and more favorable online reviews.”

Image courtesy of Flickr user Michael / Hello Turkey Toe. https://www.flickr.com/photos/helloturkeytoe/8782246559
Free Article

After a Social Media Gaffe: How to Recover and Not Dig a Bigger Hole

It was late at night when a staffer from the American Red Cross accidentally sent a personal tweet from the organization feed. Unfortunately, it was a tweet about beer. Immediately, there were thousands of tweets in response saying, “The Red Cross is drunk.” Wendy Harman, director of Red Cross information management and situational awareness in disaster cycle services, says that what happened next was a product of being prepared for social media mistakes and trusting that a little humor would help.

Image courtesy of Flickr user Rik Panganiban. https://www.flickr.com/photos/rikomatic/7508427970
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Would You Wear Red Sneakers to Work? Should You?

  • Blog
  • Read Time: 3 min 

Being a little quirky in clothing choices leads to positive inferences of status, confidence and competence — when observers think the choices are made with deliberateness. From a psychological standpoint, intentional deviance can signal that one has the autonomy to act according to one’s own inclinations, write the authors, who are all affiliated with Harvard Business School. On the other hand, nonconformists do risk not having a comfort zone and “the benefits of following the crowd.”

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Rejuvenating a Brand Through Social Media

When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company’s target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.

Image courtesy of Flickr user Peyri Herrera.
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The Big Upside of Customer Participation

  • Blog
  • Read Time: 2 min 

Encouraging customers to provide feedback and recommendations directly to a company engages them in valuable ways. Researchers looked at customers of a global bank who engaged in either positive word of mouth, or provided suggestions, or both. They found that customers who ranked high in participation tended to purchase more products and services. In other words, participation was more closely associated with customer spending than word of mouth was.

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How Digital Acceleration Teams Are Influencing Nestlé’s 2,000 Brands

  • Interview
  • Read Time: 14 min 

Nestlé is taking digital vitamins, using a leadership and social media training program called the Digital Acceleration Team to spread knowledge of how to operate brands across different mediums. Pete Blackshaw, global digital marketing chief at Nestlé, talks about the benefits of spreading digital vitamins, discusses adaptive marketing. and acknowledges the ongoing “torture tests” social media presents for companies.

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How to Create Brand Engagement on Facebook

Brands have embraced Facebook Inc. as a key marketing channel to drive engagement and brand awareness. The question is whether some brand content creates more brand engagement on Facebook than others. A recent study coded more than 1,000 wall posts from 98 global brands, aiming for a better understanding of how different wall-post attributes impact the number of “likes,” comments and “shares” a post receives. This article offers up the results of that study, for brand managers to act on.

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Enhancing Relationships With Customers Through Online Brand Communities

Online brand communities can bring customers closer to a brand, generate “buzz” and enhance brand loyalty. Yet, important as online brand communities are to consumer markets, little is known about the role they play in consumer decision-making. Although the popularity of online brand communities as a means of gathering pre- and post-purchase information continues to grow, knowledge about how to effectively manage those conversations remains scant.

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Free Article

Fighting “Not-Sold-Here” Tendencies

  • Blog
  • Read Time: 2 min 

“Not-sold-here” tendencies, the instinct to not want to give away a company’s “crown jewels” through strategic licensing, are an impediment for companies looking to pursue open innovation practices. Monetary and non-monetary incentive mechanisms in support of technology transfer, such as an open innovation award, can help break this instinct.

Image courtesy of Flickr user kenjonbro.

What Really Happened to Toyota?

Consumers were surprised in October 2009 by the first of a series of highly publicized recalls of Toyota vehicles in the United States. Citing a potential problem in which poorly placed or incorrect floor mats under the driver’s seat could lead to uncontrolled acceleration in a range of models, Toyota announced that it was recalling 3.8 million U.S. vehicles. The article discusses two root causes for Toyota’s quality problems.

Image courtesy of Flickr user eszter.

Why Every Project Needs a Brand (and How to Create One)

Project leaders should sequence and articulate messaging about their projects in the same way a marketing manager would organize an external branding effort to promote a company’s products and services. Just as product branding creates awareness and sustains value in the minds of an organization’s external customers, shareholders, and constituents, a brand mindset can empower a project leader to develop strategically-timed messages to create visibility and engagement among key targets.

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Free Article

Sustainability: The ‘Embracers’ Seize Advantage

This report on the second annual Sustainability & Innovation Global Executive Study by MIT Sloan Management Review and The Boston Consulting Group reveals two distinct camps of companies: “embracers” — those who place sustainability high on their agenda — and “cautious adopters,” who focus more on energy cost savings, material efficiency, and risk mitigation. The report identifies seven practices exhibited by embracers, which together begin to define sustainability-driven management.

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Collaborative Consumption: Drivers, Systems, Implications

  • Blog
  • Read Time: 3 min 

Are you familiar yet with Rachel Botsman and her book What's Mine Is Yours: The Rise of Collaborative Consumption (HarperBusiness, September 2010)? Her talk at TEDxSydney last May is featured at the TED website on the subpage about “The Rise of Collaboration” (the 15-minute presentation and a transcript are both

Image copyright of BP p.l.c.

How to Save Your Brand In the Face of Crisis

When bad things happen, companies need the right strategy for talking their way out of a mess and avoiding a calamitous pummeling of their corporate image. Choosing the best response can spell the difference between a brand’s survival — even enhancement — and its irreversible tarnishing.

Courtesy of Procter & Gamble

Is Your Company As Customer-Focused As You Think?

To become a customer-focused organization requires senior executives to open up communication with people throughout the organization so they can hear what is actually going on — as opposed to a sanitized version. Few companies make this leap, even though not doing it can hurt long-term performance. However, managers can come to terms with their company’s weaknesses in the realm of customer focus by posing a set of five questions specifically designed to uncover their vulnerabilities.

Showing 1-20 of 55