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Developing a Superior Brand Essence Statement
Whitler, Kimberly A.Technical Note DARDEN-M-0892-EMarketingBrands make promises to consumers, but where do these promises come from? How do brand teams decide what promise to make? This is where the brand essence statement (BES) comes in. It is a document, picture, video, or some other communication vehicle that captures, usually in words and visuals, the intrinsic nature and indispensable quality that makes the brand unique, compelling, and meaningful to the target. Importantly, the BES goes far beyon...Starting at €8.20
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Assessing and Improving Digital Ability: Procter & Gamble's Approach to Raising Brands' Digital Competency
Whitler, Kimberly A.; Wilder, F. D.Technical Note DARDEN-M-1035-EMarketingThis technical note follows F. D. Wilder, who is being tasked with driving the Procter and Gamble's digital transformation effort. The cornerstone of the transformation would be “assessing and improving the digital capability of the firm.” He decides to develop an assessment tool that would enable P&G’s brand leaders to assess “digital ability” and then work with their bosses to create learning plans to address ability gaps.Starting at €8.20
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Positioning Carly Fiorina in 2016: The Citizen Leader
Whitler, Kimberly A.; Yemen, GerryCase DARDEN-M-0896-EMarketingThe material in this case can be used to determine brand positioning and brand essence statements in the context of presidential campaigns. The case presents the 2016 nominating process where 18 major contenders were vying to be the Republican Party’s presidential candidate. The challenge is focused on Carly Fiorina who was largely unknown and faced obstacles that more familiar candidates did not. To make it to the finish line, she would need to ...Starting at €8.20
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Coke Puts Its Brand between a Rock and a Hard Place: Aligning Activism with Brand Purpose
Whitler, Kimberly A.; Wooten, David; Nolan, LiamCase DARDEN-M-1019-EMarketingThis case presents The Coca-Cola Company’s (Coke’s) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and activation of purpose through activism. Presenting a chronology of Coke’s statements as the firm responded to consumer and organizational actions, the case enables students to explore the challenges associated with the following: 1) aligning activism with brand purpose, 2) engaging in activism in a...Starting at €8.20
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Charles Schwab Corp. in 2017 - Teaching note
Siegel, R; Makinen, JTeaching Note SGSB-SM282TN-EStrategyBy almost any measure, Charles Schwab Corp. appeared to be killing it in 2017. The wealth management, banking, custody and brokerage firm’s stock was trading near its all-time high. It was posting unprecedented levels of new client accounts, net new client assets, revenues and profits and had a record $3.12 trillion in client assets under management. Schwab was taking customers and assets from old-line wire houses like Morgan Stanley, while fendi...Starting at €0.00
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Developing a Marketing Technology Blueprint
Whitler, Kimberly A.; Vaughan, Scott A.Technical Note DARDEN-M-0906-EMarketingThis note introduces the concept of a marketing technology blueprint (MarTech Blueprint), instructs students how to create one, and gives real-world examples of how a MarTech Blueprint might be used.Starting at €8.20
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Charles Schwab Corp. in 2017
Siegel, R; Makinen, JCase SGSB-SM282-EStrategyBy almost any measure, Charles Schwab Corp. appeared to be killing it in 2017. The wealth management, banking, custody and brokerage firm’s stock was trading near its all-time high. It was posting unprecedented levels of new client accounts, net new client assets, revenues and profits and had a record $3.12 trillion in client assets under management. Schwab was taking customers and assets from old-line wire houses like Morgan Stanley, while fendi...Starting at €8.20
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Invitrogen/Life Technologies (B)
Burgelman, R; Siegel, R; Lee, RCase SGSB-SM209B-EStrategyOn June 12, 2008, Invitrogen and Applied Biosystems announced plans to merge. The combined company was to be renamed Life Technologies (NASDAQ: LIFE). Invitrogen offered to acquire Applied Biosystems for $6.7 billion in cash and stock. AB shareholders would receive $38 per share in cash and stock, representing a 17 percent premium over the share’s closing price on Wednesday, June 11, 2008.Starting at €5.74
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Pause and Refresh: Rethinking Coca-Cola's Response to the Georgia Voting Reform Law
Whitler, Kimberly A.; Soltis, SteveExercise DARDEN-M-1020-EMarketingThis exercise is designed to give students an opportunity to develop a communications plan and press statement for The Coca-Cola Company (Coke) as it attempts to navigate the 2021 Georgia voting law controversy. Specifically, it asks students to assume the role of chief marketing and communications officer (CMCO) at Coke and recommend a communications plan, including a press statement, to fulfill their role as CMCO while living up to the brand’s ...Starting at €8.20
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Employer Branding: What It Is and Why It Matters
Whitler, Kimberly A.; Young, SarahTechnical Note DARDEN-M-1003-EMarketingThis technical note outlines what an employer brand is, how it relates to a consumer brand, and why it matters. It allows students to be able to put their knowledge to the test by evaluating the attribute ratings among seven different top employer brands. Finally, they will have a better understanding of how to assess, build, and enhance a company’s employer brand.Starting at €8.20