Brand Management with a holistic approach is something I recommend all my colleagues and direct reports as a way of doing ‘business-as-usual’. The holistic approach allows you to really get involved in every element that impacts your strategy thus helping you plan ahead for ways to Improve the impact of the strategy on the business’ results.
One of the biggest issues business managers face is ‘breaking the silos within the organization‘. This is avoiding the vertical (upwards) authorization and communication of every piece of information before it can go to another department (silo). Instead of helping your organization be synergistic, this behavior delays the decision-making processes. Sometimes this behavior prevents businesses to take advantage of clear opportunities.
With business, just as with people “Every head is its own world”. Hence, every business allows different employees behavior throughout it’s culture. You can help your business break it’s silo power by doing brand management with a holistic approach, just allow yourself to reach over to other silos and ask for information. Remember to be clear with how the information will be handled and with whom it will be shared.
How to create strategic plans with a holistic approach?
- Simplicity is mandatory: If your strategy is to be executed, it needs to involve most employees. They need clear knowledge of their part on the plan and not being clear about each role’s impact on the strategy is always terrible for business.
- Understood: clear plans need to be understood by all it’s players.
- Remembered: helping key players remember the strategy will easy the execution.
- Acted Upon: being clear on ‘what-to-do’ and ‘what-not-to-do’ will avoid any wrong doings.
- Strategy needs to create, capture and sustain economic value.
- Create value.
- Capture new consumer or increase consumer use.
- Focus on sustainability by reducing cost.
- You don’t need a doctorate thesis:
- Clarify Key Drivers. In all business’ departments (not just marketing).
- Identify Critical Challenges: I use the critical-path method to ensure execution. This is a 4 or 5 list of obstacles.
- Determine which are your ‘must-win’ battles and plan ahead how to win! This plan will need resources (human, economic, etc).
Being able to plan ahead whose help you will need and what your internal strategic partners will need, is essential for success.
This post goes in response of last week’s Business Case Interview post.
Every HR partner or Marketing interviewer for that matter will tell you that there are no right or wrong answers to a business case interview. This is true, they’re just looking at how does your mind work and try to predict your behavior in real business cases.
Having that said, I decided to share how I had answered the business case.
With so much information, it might be easy to miss the most important piece of data available: Fixed Purchase (and projected sales) cases at 100K. Missing this will probably lead you to do more analysis than is really needed. 100k cases = 1.200.000 bottles is about 0.14% of the projected UK’s wine market. I was able to calculate this by multiplying the population by segment to how many bottles per month they drank.
With these piece of information (and is very easily overlooked), you should be able to: View full article »
Is Kickstater.com funding creative projects or scammers?
Today, I was reading an article regarding Seth Godin’s latest venture that involves a kickstarter.com project about a new book called “The Icarus Deception” on which sounds very seth-like (you’ll either love it or despise it). It accepts pledges until Jul 17th so hurry if you’re interested.
This article of course is named “Is Kickstater.com funding creative projects or scammers?” because of legitimate projects such as the above, but after pledging to the Icarus Deception, I kept surfing Kickstartes’ website and found a great scam.
This irritates me because while being a great supporter of new, innovative, ground-breaking ideas, I hate to see how some smart-asses (and PLEASE pardon my English) are scamming a community by using them as a pre-sale retail store instead of a real new product development.
One of the things you have to prepare to while being unemployed is on resolving a Business Case Interview. This is a ‘typical’ business situation that requires a lot of analysis and a justified proposal to demonstrate both you analytical strengths and your presentation skills.
I’ve been silly not to write more like and I promise that as I come across more like this, I will keep posting them. I know I’ve search for them to prepare for an interview and almost always failed to acquire what I was looking for.
Bellow, is a Business Case Interview that I came upon some weeks back at an Interview in London’s J&J HQ
Obviously I wasn’t able to persuade my interviewer to handle me a copy of the business case, but as I rode my train back to the airport, I wrote on a notebook what I remembered from the case. So, without further a due, here is my first
Business Case Interview
You represent a very important distributor of liquors in England and are required to assess the company on a new opportunity to represent one or many new wine brands from northern Africa. This region accounts for very little presence in UK’s marketplace but globally are beginning to grow rapidly. View full article »
I’ve worked with people with different backgrounds (Latin Americans *from Mexico to Argentina*, Western Europeans *From Portugal to The Netherlands* and some Americans) and all have shown the same negative reaction towards leadership without background. According to my observation, people like an expert of a given subject to direct and manage; hence a vertical career is admired.
The negative reactions appear when employees don’t understand decision taken. So the difference between a good leader and lame one is not the former experience she has, but the ability to listen, understand and talk-through her team in the direction of a given goal. And I’m not saying justify. A manager should need not justify to her reports, but help them understand why a certain decision was taken (keeping them in the loop).
View full article »