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Article Strategy
Harvard Business Review featured my commentary on how it was important to distinguish between the interests of your brand and your corporate reputation in order to understand the role that social purpose should play in your strategy.
Article Strategy
We put forward S.A.V.E as the B2B version of the four P’s — broadening the concept of product to solution; place to access; price to value; and promotion to education.
Article Mergers
It is a well documented phenomenon that newly merged companies underperform the market by around 10% in the three years following the merger. There’s an infrequent but important exception, though: Corporations that brand themselves with a “fusion” of the merging companies’ identities typically enjoy higher returns.
Article Mergers
This is the working paper that outlines the findings from our research into the impact that the selection of corporate brand strategy has on post merger returns.
Article Strategy
The recent spate of corporate scandals and executive misdeeds, including backdating, pretexting, embezzling, anonymous blogging and other unsavory activities, has brought the “reputation imperative” to the top of the agenda for business leaders.
Article Measurement
The concept of brand equity first emerged in the marketing literature of the late 1980s. The use of a financial term for what was actually a customer-based construct has been a highly effective technique for communicating the idea that brands are long-lived business assets that can have significant financial value.
Article Measurement
I was fortunate to collaborate with the great Tim Ambler on this review of how marketing metrics have evolved – but how their key role is still to ensure that a business has a market orientation.
Article Mergers
Our ambitious project to categorize the ten corporate brand options from which merging companies can select – and the messaging that customers, employees and investors will infer from each.
Article Strategy
A light-handed but serious attempt to educate marketers about how to express the business impact of their work. Sponsored by the Institute of Canadian Agencies and coauthored with the vice chairman of Ogilvy & Mather in Canada, this book allowed me to integrate my thoughts around strategy, finance and marketing.
Article Measurement
Our commentary about how companies with strong science or engineering prowess may misunderstand the true basis for their brands. Customers only care about your technology to the extent that it enables them to achieve their outcomes!
