Tommy Hilfiger’s Adaptive Clothing Line: Making Fashion Inclusive
Harvard Business
NOVEMBER 28, 2023
How should the fashion company scale its adaptive fashion line?
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Rebuilding Brand Loyalty: The Rise of Founder-Led Marketing
Tom Spencer
JANUARY 4, 2025
One answer lies in founder-led marketing, a relatively new concept, but one taking the social media world by storm. We can get a better understanding of how effective founder-led marketing can be by considering two recent success stories. million the following year. Here are 3 actionable strategies that you can use to get started.
Marketing 
88
88 
Best Practices in Client Relationship Management
Effective Managers
NOVEMBER 5, 2024
These may seem old fashioned, and it is a bit, but as a result the personal touch means a lot to clients. Foster a Continuous Improvement Mindset Strive for continuous improvement in your CRM efforts to adapt to changing client needs and market conditions: Innovate: Keep looking for new ways to add value and improve the client experience.
Management 221
221 
What Creativity in Marketing Looks Like Today
Harvard Business
MARCH 22, 2017
What makes marketing creative? Is a creative marketer more artist or entrepreneur? Historically, the term “marketing creative” has been associated with the words and pictures that go into ad campaigns. But marketing, like other corporate functions, has become more complex and rigorous.
Marketing 134
134 
How Global Companies Can Create a Consistent Customer Experience
Harvard Business
AUGUST 30, 2023
In the past, companies could limit expansion in a more controlled fashion to just one market at a time. But with this new approach comes risk: If your customers in one market receive less value than those in another, they perceive your offering differently.
Company 166
166 
Crowdsourced Products Sell Better When They’re Marketed That Way
Harvard Business
NOVEMBER 8, 2016
That seemed like a missed marketing opportunity. We found that labeling crowdsourced new products as such — that is, marketing the product as “customer-ideated” at the point of purchase (POP) — increased the product’s market performance by up to 20%.
Productivity 114
114 
Let the Urgency of Your Customers’ Needs Guide Your Sales Strategy
Harvard Business
JULY 6, 2023
This article provides a process for segmenting prospective customers in this fashion and creating a sales strategy. When companies are creating profiles of possible target customers, there is a dimension they often overlook: the urgency of the need for the offering.
Sales 179
179 
Combatting COVID-19 in Emerging Markets
Tom Spencer
AUGUST 29, 2020
Much less emphasis has been placed on developing tools suitable for emerging markets and the businesses in these economies. Obstacles in Emerging Markets. Emerging markets face a unique challenge when it comes to deploying technology to fight COVID-19 due to the large role that informal markets play in these economies.
Marketing 103
103 
Chinese and American Consumers Have Different Ideas About What Makes a Product Creative
Harvard Business
FEBRUARY 23, 2017
For example, one of the most striking differences we saw depended on whether the product was for a mass market. The Chinese believed that the mere fact that a product was for the mass market indicated the product was creative. But Americans believed that being designed for a mass market did not make a product creative.
Productivity 125
125 
Boost Your Online Presence Using Warm Website Photography with Suzanne Rothmeyer
Consulting Matters
JUNE 8, 2023
We dive into the evolution of marketing, discussing how the traditional marketing template is becoming less effective, especially with women now making 70-80% of all purchasing decisions. Plus, don't miss Suzanne's valuable insights into the power of fashion, preparation, and collaboration when creating your visual brand.
Fashion 156
156 
3 Steps To Building A Stand Out Portfolio With Emma Sharley: Podcast #25
Consulting Success
FEBRUARY 26, 2018
Description: On this episode, I’m talking with Emma Sharley, an experienced and very successful brand and marketing consultant in Australia. She works with retail, technology, and lifestyle client companies on setting up market and brand strategies, brand positioning, transitioning markets, and marketing new products lines.
Retail 153
153 Big Data in Marketing – It Is Here To Stay
Tom Spencer
MARCH 31, 2018
This is especially important for marketers whose job is to connect consumers and products. In some ways, the use of Big Data in marketing is only continuing and extending a trend that has been going on for many years already: market-oriented marketing. Big Data helps them to do exactly that.
Data 74
74 
5 Surprising Findings About How People Actually Buy Clothes and Shoes
Harvard Business
JUNE 6, 2018
Retailers and manufacturers are rushing out new products to keep pace with the leaders of fast fashion such as Zara, H&M, and Forever 21, which launch new fashions every week or so. Data-Driven Marketing. But do consumers actually crave all of these changes? Insight Center. Sponsored by Google.
Apparel 130
130 
Marketing good.
Seth Godin Blog
OCTOBER 18, 2013
Marketing good is the McMansion that looks good at an open house but isn''t particularly well built or designed for actual living. Marketing good is the catalog of gimcracks and doodads that entices the casual shopper but sells stuff that ends up in a closet. or good good? It''s just junk.
Marketing 50
50 
There Is No Title that Says “C-Suite” or “VITO”
Alan Weiss
FEBRUARY 18, 2025
It’s become fashionable to talk about “Vito” (Very Important Top Officer) in marketing, thought it sound more like a mob leader to me. If you’re dealing with Fortune 1000 companies, it’s unlikely you’ll be marketing to or working with the CEO of, say, JPMorganChase or Toyota.
Fashion 40
40 
Optimizing Portfolio Profit through DIPP-guided Resource Allocation
Epicflow
OCTOBER 9, 2024
His expertise spans a wide range of projects, from Fashion Model Barbie to avionics on the F-35. In the 1980s, project management software packages often were marketed in terms of how well they performed what was called “cost/schedule integration.” One is a change in market conditions. This terminology was borrowed from the U.S.
Resources 130
130 The Growing Business of Helping Customers Slow Down
Harvard Business
DECEMBER 7, 2018
In the tourism sector, while embodied and episodic deceleration has long been encouraged as part of luxury hotels’ wellness focus, we are beginning to see the absence of Wi-Fi marketed as an amenity, for example at Villa Stephanie in Baden-Baden , so guests aren’t posting experiences on Instagram but rather focusing on their holiday.
Tourism 132
132 
5 Ways to Help Employees Keep Up with Digital Transformation
Harvard Business
SEPTEMBER 27, 2017
“Personal experience makes me a more effective marketer.” This approach helped Connected Home’s Hive “smart thermostat” device become a market leader in just a few years. LVMH’s Fashion Group, part of the massive French luxury products group, is one team that’s embracing this approach.
Media 135
135 
For Better Retail Promotions, Ask These Questions
Harvard Business
NOVEMBER 16, 2018
Our recent work in women’s fashion suggests more complicated promotional structures aimed at basket-building — such as buy one item and get a second at a discount — work far better in-store. But for major marketed promotions, that’s not always achievable or practical. Who is most likely to respond (e.g.,
Retail 126
126 
Reinvigorate Your Career by Taking the Right Kind of Risk
Harvard Business
APRIL 12, 2018
.” Embracing market risk in our careers is a high-percentage move. We are increasingly aware of the importance of assuming market risk when it comes to starting or growing a business, but assuming market risk is also a critical accelerant of the personal disruption that fuels individual career growth.
Chemicals 134
134 
Recruiting Strategies for a Tight Talent Market
Harvard Business
APRIL 7, 2016
Or, as it turns out, even the vicinity of 1455 Market Street, the address of Uber’s San Francisco headquarters. For people in other professions, it may be Quora, a website that hosts questions and answers on subjects from programming languages to fashion to the outbreak of the Zika virus. What’s the trick?
Recruiting 70
70 
Planning Doesn’t Have to Be the Enemy of Agile
Harvard Business
SEPTEMBER 13, 2018
Management by Objectives (MBO) became the height of corporate fashion in the late 1950s. The ING Bank example shows how the planning process is still necessary and essential to an agile company although in a different fashion with different processes, mechanisms and routines. The world appeared predictable. The future could be planned.
Agile 133
133 
How to Structure a Great Consulting Presentation
Tom Spencer
APRIL 5, 2021
Conducting market research is a key skill required in consulting. Consulting involves working on different assignments in completely different industries, hence knowing how to conduct market research is a fundamental skill all people who want to work in consulting need to have. Usually a good overview includes: Estimated market size.
Consulting 97
97 
To Grow Your Business Abroad, Partner with Local Influencers
Harvard Business
SEPTEMBER 25, 2018
When companies expand into foreign markets, they need to gain the trust of local business partners and prospective customers in order to succeed. Both of these approaches, however, are time-intensive, requiring executives to spend weeks or months in foreign markets. William Andrew/Getty Images.
B2B 121
121 
The Ansoff Matrix
Tom Spencer
OCTOBER 8, 2013
A framework to help executives, senior managers and marketers devise strategies for future growth. The Ansoff Matrix is particularly useful for strategic planning because it provides a framework to help executives, senior managers and marketers devise strategies for future growth. What is a Product-Market Growth Strategy?
Productivity 113
113 
How Customers Perceive a Price Is as Important as the Price Itself
Harvard Business
JANUARY 3, 2017
Retailers such as ALDI and Walmart have used price to position themselves against traditional competitors in their markets, pinching margins all around. Financial asset managers have been out-price-cutting one another in exchange-traded funds in a bid to gain market share. Improving perception.
Retail 132
132 
The Mainstreaming of Augmented Reality: A Brief History
Harvard Business
OCTOBER 4, 2016
In a previous piece I discussed why some AR apps are destined to be forgotten as gimmicks, and what mistakes marketers should avoid when trying to deploy them. The application was one of the first marketing campaigns that allowed interaction with a digital model in real time. Aside from complex technological advances (e.g.,
Tourism 117
117 The Reason Air Travel Is Terrible and So Few Airlines Are Profitable
Harvard Business
MAY 27, 2016
Instead of getting into a price war or squabbling over a shrinking market, both disruptors and incumbents find new ways to create value. This benefits customers – both the high-end customers being chased by incumbents, and the low-end or middle-market consumers being served by disruptors — and the industry at large.
Airlines 123
123 
What U.S. CEOs Should Do with the Money from Corporate Tax Cuts
Harvard Business
FEBRUARY 1, 2018
For example, well-managed consolidators such as Dell Technologies are doing well in this market. In a world of tight labor markets, where recruiting and retention are at a premium, investing to make frontline employees more productive should be a priority. Growth-oriented investments aren’t hard to recognize.
Cash Flow 113
113 
3 Steps To Building A Stand Out Portfolio With Emma Sharley: Podcast #25
Consulting Success
FEBRUARY 26, 2018
On this episode, I’m talking with Emma Sharley, an experienced and very successful brand and marketing consultant in Australia. She works with retail, technology, and lifestyle client companies on setting up market and brand strategies, brand positioning, transitioning markets, and marketing new products lines.
Retail 100
100 
Meetings That Work for Both Managers and Makers
Harvard Business
JULY 4, 2016
In this email to his development team, Jeremiah Dillon, Google’s head of product marketing for Apps at Work, even suggested a specific strategy for each day based on how energy ebbs and flows over the course of a week. Many makers are plagued by interruptions in the form of quick questions or IM pings. Please do not disturb.”
Meeting 122
122 How Our Hotel Used Data to Make Our Laundry Service Glamorous
Harvard Business
MARCH 1, 2017
The guest who wears the Brioni likely sees themself as part of the world of fashion, and their shirt as an investment rather than a consumable. Fashion and clothing were central to the guest experience — much more so than we had realized. In addition, fashion has become a larger part of our social media outreach.
Hotels 70
70 Case Study: How Do You Compete with a Goliath?
Harvard Business
JULY 7, 2016
“It feels weird eavesdropping like this,” Alejandra Chirinos told Ricardo Rodriguez, her marketing VP, and Miguel Martinez, her head of sales. Soledad Orellana, the market research consultant who’d arranged the session, concurred. Ricardo chuckled. “They know they’re being watched,” he said.
Case Studies 110
110 
Don’t Overlook the Small Brands You Already Own
Harvard Business
DECEMBER 30, 2016
But over the last two years, Daniela Simpson, the director of marketing, helped it achieve 15% revenue growth per year, which is seven times higher than category growth. In my experience, this kind of thing happens more times than not. Consider the SweeTarts brand from Nestle USA. A few years ago it was a flat growth brand.
Advertising 122
122 
Do Independent Consultants Still Need Résumés?
Successful Independent Consulting
FEBRUARY 2, 2017
With LinkedIn and personal websites widely used to promote careers, the idea of independent management consultants having a printable résumé may seem old-fashioned. Understanding the difference will make marketing yourself to potential clients more effective. However, in most cases it’s still necessary.
Consulting 150
150 
Servant Leadership: A Better DNA for Leaders
Rick Conlow
JANUARY 17, 2023
Mr. Demoulas is the beloved CEO of Market Basket, a grocery store chain of seventy locations and 25,000 employees in the NE United States. Consequently, he is changing his industry with cheaper quality fashion while having an ethical conscience of its impact on customers, employees, the community, and the environment.
Leadership 111
111 
PEST Analysis
Tom Spencer
MARCH 16, 2014
If you are thinking about producing a strategic plan, developing a new product, entering a new market, engaging in a new venture, or financing a project then it probably makes sense to understand the big picture issues that could affect your success. Availability of credit (consider also the liquidity and depth of the credit markets).
Analysis 114
114 
"Selfie" Fashion Trends: Cheap Dresses and "Rentabag"; Mish Handbag Tips
MishTalk
JULY 29, 2015
The popularity of sending "selfies" has even influenced retail sales and women's fashion. In the above video, FT’s Andrea Felsted visits online fashion retailer Asos to see how it is adapting its business model in the era of the selfie. After all, one cannot be seen in the same outfit too often! Sorry ladies, sold out.
Fashion 28
28 6 Reasons Salespeople Win or Lose a Sale
Harvard Business
JUNE 23, 2017
Over 50% of marketing and IT prefer a salesperson who will listen and match a solution to solve their specific needs. 3: Market Leaders Have an Edge. In most industries a single company controls the market. For salespeople who have to compete against these industry giants, life can be very intimidating indeed.
Sales 71
71 "Bubblicious" High End Flipping Up 350%, Overall Flipping Down 13%
MishTalk
OCTOBER 20, 2013
Flipping houses went out of fashion around 2008, along with flip phones and sub-prime mortgages. For the market as a whole, flips of single family homes fell 13% in the third quarter, according to new research from RealtyTrac, with investors earning a gross profit of nearly $55,000 on each property.
Real Estate 74
74 
Big Companies Are Embracing Analytics, But Most Still Don’t Have a Data-Driven Culture
Harvard Business
FEBRUARY 15, 2018
Just over one-quarter of firms (27%) are pursuing some combination of innovation and disruption, speed to market, or data monetization initiatives. Better customer service and expense reduction are also common objectives. Data monetization programs had the lowest priority and the lowest percentage of success (27%).
Data 133
133 
Hiring: Where to Start?
CaseInterview.com
MAY 13, 2021
Second strategy is: when you are trying to recruit somebody with a unique set of skills and you are having difficulty… I always use the example of trying to hire somebody who is a rocket scientist and is also a fashion model. Those skills sets by themselves are difficult to find, let alone both skills sets in one individual.
Recruiting 90
90 3 Common Mistakes That Can Derail Your Team’s Predictive Analytics Efforts
Harvard Business
OCTOBER 5, 2018
As fashionable as it is, “data science” is not a business objective or a learning objective in and of itself. Prediction is the Holy Grail for more effectively executing mass scale operations in marketing, financial risk, fraud detection, and beyond. 1) Don’t Fall for Buzzwords — Clarify Your Objective.
Data 126
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