“Loyalty” is an old-fashioned word describing being deeply committed
to one’s country, family, or friends. It came into marketing with
the term brand loyalty. But can people be loyal to a brand? Tony
O’Reilly, former CEO of H. J. Heinz, proposed this test of brand
loyalty: “My acid test . . . is whether a housewife, intending to
buy Heinz tomato ketchup in a store, finding it to be out of
stock, will walk out of the store to buy it elsewhere.”
Marketing
All managers should be leaders, but most are administrators. If you are spending most of your time on budgets, organization charts, costs, compliance, and detail, you are an administrator. To become a leader, you need to spend more time with people, scanning opportunities, developing a vision, and setting goals.
The Internet offers radically new possibilities for conducting business
The modern balance sheet is a lie! It omits the company’s most important
Firms face a dilemma. If they don’t innovate, they will die. And if they
A former CEO of Unilever said that if Unilever only knew what it
There is a constant debate about whether strategy or execution is
Guarantees are getting more fashionable. Guarantees can be powerful
It is not enough to be profitable. Companies must also grow. In fact,