One of the most important issues for brand-business leadership today is navigating the intersection of global, local and personal. One brand-business that has found its way in this marketing landscape is Barnes & Noble.
The Kantar BrandZ world’s most valuable brands report is out, and it’s sobering. The world’s top 100 most valuable global brands lost 20% of their value in 2023, and across the 13 vertical categories tracked, every one experienced a decline.
Ask a Chief Marketing Officer about the challenges they confront in their organizations and the relationship with the CFO is frequently near the top of the list. The same conversation with the Chief Financial Officer usually includes frustration with marketing. Such tension is normal, and if managed well (hello, CEO) can by healthy and productive for the organization.
Enterprises struggle with disruption. Their records of dealing with major disruptive technologies – such as the advent of the web, smartphone, and cloud – are generally not encouraging. Responses are often too narrow, reactive, and late. In our team’s close collaborations with the late Harvard Business School Professor Clayton Christensen and since we’ve seen a relatively small number of enterprises rise to the challenge and capture the upside of upheaval. It isn’t easy, but a...
Here is a marketing truth: it does not matter if there is a recession or inflation: the best value wins. Value is a virtue. But, brand-businesses do not just wake up one day and have value. Brand-businesses must develop and implement a brand-business value strategy. Value is everything.
