Social media creates both solutions and new challenges for measuring online influence.  Marketers are eager to leverage social media platforms such as Facebook and Twitter, but they are not always knowledgeable about how to measure the influence such efforts actually have on their brand.
Facebook and Twitter have numerical metrics, such as numbers for followers and [...]

The old adage “the customer is always right” may seem cliché.  But it’s truer than ever in a world of rising social media influence.  Customer service is key to brand perception, and with so many consumers spreading their opinions through social media-instantly and across large networks-making sure that your customers have a positive brand experience [...]

With the diversity and seeming omnipresence of free social media platforms, some firms may be tempted to jump headfirst into social media without a clear strategy.  According to senior analysts at eMarketer, this would be a costly mistake.
According to Paul Verna, an eMarketer senior analyst, “The low cost of social media can lull marketers into [...]

Kellogg on Global Brand

Brand = Promise =  Delivering the promise
Intellectual Depth
Experimental learning
Global Performance
Social Responsible Leadership
Global brands  - common characteristics

1. Quality
▪ Quality- consistency, [...]

McDonalds’ on Global Brand
Here are some important insights from Jim Skinner’s communicated during the Kellogg Centennial Event.
Collaboration  and Alignment

Our plan to win - key to our growth

We are focused on the plan
Have everyone aligned to execute
Create [...]