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Brand Purpose
Whitler, Kimberly A.; Pohl, MarkTechnical Note DARDEN-M-1016-EMarketingThis technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpose is an emerging idea, growing in importance within theStarting at €8.20
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Brand Measurement Methods
Whitler, Kimberly A.; Regan, EllenTechnical Note DARDEN-M-0920-EMarketingWhile the importance of developing a superior brand is a common goal across firms, a key challenge marketers face is the measurement of a brand. What does it mean to measure a brand? It is about the worth of the brand? Is it about the target consumer’s perception? Or is it about how well known the brand is? The purpose of this tech note is to: (1) create a conceptual model framing the ways in which brands can be measured, (2) describe the key mea...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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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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Developing a Superior Creative Brief
Whitler, Kimberly A.Technical Note DARDEN-M-0891-EMarketingThis technical note is designed to introduce the Creative Brief, a document that plays a crucial role in the process of converting marketing strategy into implementation. Many creatives believe that briefs are generally poorly written, which then leads to poor advertising messages. This note will help strategists better understand the criticality of developing well-crafted, carefully considered, and expertly vetted creative briefs that increase t...Starting at €8.20
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A Note on Market Definition, Segmentation, and Targeting: Three (of Four) Steps in Developing Marketing Strategy
Moore, Marian Chapman; Whitler, Kimberly A.Technical Note DARDEN-M-0895-EMarketingMarketing strategy, part of the marketing planning process, flows directly from a company’s goals and helps define how the marketing organization will help the firm achieve its objectives. Marketing strategy is guided by the goals and objectives of the organization, the business unit, or the particular product or service for which the plan is developed. The choice of which marketing strategy (or strategies) to pursue then guides the marketing mi...Starting at €8.20
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Developing a Superior Strategic Marketing Plan
Whitler, Kimberly A.Technical Note DARDEN-M-0890-EMarketingWhile both management and marketing courses detail the importance of having a strategy, there is a dearth of tools available that can help students understand how to create a strategic plan-as well as some of the attributes that make for stronger strategic plans. This technical note describes a tool that can be used to construct a strategic marketing plan. The note helps walk students through the process of constructing a strategic marketing plan...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
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Build Your Brand with Social Media: How to Get Started Using Twitter
Whitler, Kimberly A.Technical Note DARDEN-M-0913-EMarketingAlthough most people are consumers of social media, few understand how to leverage it to build a brand-whether it is their own brand or a firm’s brand. Just as Wal-Mart customers are not experts at marketing the retailer, consumers of social media are not yet skilled at utilizing it from a business-building perspective. This note is designed to help you think about social media from a brand manager’s perspective; specifically, you will: (1) learn...Starting at €8.20
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Developing a Superior Positioning Concept for a Product, Service, Idea, or Experience
Whitler, Kimberly A.Technical Note DARDEN-M-0919-EMarketingWhile there are a number of courses focused on helping students create and perfect innovative new products, there remains a gap regarding how to create and perfect the idea-or the positioning behind the product. The reality is that it is significantly more difficult than most people think to create a superior positioning concept. In addition, most sophisticated marketing organizations begin with a winning idea before they begin to deploy R&D reso...Starting at €8.20