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Chasing the Wrong Ad Goal: Why CEOs Should Care and How They Can Eliminate the Problem

CEOs: Your marketing department could be chasing after the wrong advertising objective—one of ad efficiency, which tracks the proverbial set of “eyeballs” rather than the sale.

Sean Cunningham Advertising July 25 2014

3 Things You Can Do Right Now to Boost Strategic Partnerships

As a CEO, figuring out how best to foster growth is probably one of the things that keeps you up at night. These steps for expanding your strategic partnerships can get you back to sleeping peacefully.

Adam Simpson Partnerships , Sales June 12 2014

How to Replicate Alan Mulally’s Corporate Alignment Success

When Alan Mulally took over as CEO of Ford, he knew immediately that he had an alignment problem in the company. Mulally built a strategy called “One Ford” and aligned the massive organization around it. In doing so, he demonstrated a mastery of key leadership actions that both energized workforces and drove sustained results.

Tony Rutigliano Branding , Leadership , Strategy May 16 2014

Guidelines for Revitalizing a Brand

History shows that ignoring or missing a major consumer trend or behavioral shift can have significant detrimental effects on brand survival. Some never recover, but others have learned how to reinvent themselves. Here are some suggestions for revitalizing a brand, from CEOs who have achieved it.

Lynn Russo Whylly Branding , CEO Briefing Newsletter , Marketing & Sales , Strategy April 11 2014

Superbowl Moments – Every Business Has One

Every company faces a “superbowl moment,” a make or break time when customer service really counts and every employee’s head should be in the game. The coordination leading up to the Big Game provides a good metaphor for the planning discipline that’s required for businesses to excel in their big moments — or suffer the consequences if they do not. The question is, will your company be ready?

Brad Mehl Advertising , CEO Briefing Newsletter , Marketing & Sales January 12 2014

How (Online) Cynicism Destroys Brand Equity

Data leaks and government surveillance have spillover effects for consumer brands causing web privacy to become the new luxury. Now is the time for luxury ecommerce leaders to seize the high ground and cultivate customer loyalty in fresh ways to combat growing, global consumer cynicism.

Marvin Goodwin CEO Briefing Newsletter , Marketing & Sales , Public Relations January 5 2014

5 Ways to Learn From Target’s Latest Publicity Scandal

It seems that Target can’t catch a break. The big box retailer’s culture was the subject of public scrutiny recently when a mid-level employee from Minneapolis sent an anonymous email to e-zine Gawker lambasting it. In response, Chief Marketing Officer Jeff Jones wrote the following on his LinkedIn blog.

Colin D. Baird Corporate Reputation , Crisis Management , Public Relations May 23 2014

Building Customer Loyalty, 85-pixels at a time

How Vail Resorts keeps them coming back for a little digital love

Clark Kokich Leadership & Strategy , Marketing & Sales August 17 2012

Goldman Sachs: A Cautionary Tale in Branding

The publication of the former Goldman Sachs’ executive’s op-ed should signal to management that the threat of a disconnect between one’s image and brand reality are now greater than ever.

John Hellerman Branding , Marketing & Sales April 6 2012

If I Were Lloyd Blankfein: How the CEO Can Address Goldman’s Crisis with Clients and Employees

Last week The New York Times published a highly unusual letter of resignation from Greg Smith who signaled his departure from Goldman Sachs with a public rebuke of practices he alleged were harmful to Goldman’s customers. The fact that such a letter was prominently featured by Times editors suggests they gave its contents a high degree of credibility even though no specific examples of wrongdoing were offered by the disaffected former employee.

Bob Marston Corporate Reputation , Crisis Management , Leadership & Strategy March 19 2012

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