There is no substitute for a relevant, focused brand story that capitalizes on a form of ‘secret sauce’ — conjuring added meaning, purpose and value to support why consumers should join your brand’s “movement.”
There is a lot riding on Brian Niccol’s shoulders as he takes the helm at Starbucks. Barron’s, the financial newspaper, noted this week that Starbucks increased its dividend even though the brand did not have a decent fiscal fourth quarter. Unlike Boeing and General Electric, Starbucks’ new CEO, Chairman and Starbucks’ Board of Directors provided a confident earnings report on Starbucks future with a dividend hike while publicly facing the facts of troubled operations, pricing...
A trait of leaders and individuals who lead successful transformation is that they excel in overcoming the gap between the idea and reality. They achieve real and measurable organizational and business transformation.
Recently, Harvard Business Review featured an article underlining the disconnect between the CEO and the CMO. This disconnect is problematic for business. Why? The article, based on a study conducted among CEOs and CMOs, indicates that a lack of investment in marketing can hurt growth. A lack of marketing investment can, in part, be attributed to the fact that marketing is usually not included in “critical” C-suite “planning discussions.” Furthermore, CEOs do not see marketing...
Recently, we learned that the CEO of Campbell Soup Company wants to change the name of the company to The Campbell’s Company. The company already does business as Campbell’s. Is this the best brand strategy the C-suite can create? Is a name change really that important today?
