Brand management

Ravi Mattu

Just a quick post to say that this is the last on the management blog. As Stefan predicted a few months ago, a new mantra of the modern world of work is to do “more with less”. Well, that may have proved true in our cases.

Of course, that doesn’t mean the FT isn’t covering management, so please do keep an eye on Stefan’s column, our management page and for the latest news from the world’s business schools, go to our Business Education section or check out our very interesting MBA Blog, where students relay the joy – and the occasional trauma – of pursuing an MBA.

Thanks for reading and keep your eyes open – the Management Blog may reappear in the future.

Ravi Mattu

My very smart and funny colleague Lucy Kellaway has just released a novel about love in the office, called In Office Hours, published by Penguin. If you like reading Lucy’s columns (on work, on office problems and as ‘Martin Lukes’) – and I haven’t met a single reader who has anything but enthusiastic things to say about her – then you really should buy this book. It’s a roaring read.

It will not be published in the US until next year but you can buy it at Amazon’s UK site.

Ravi Mattu

The Phoenix Suns, the NBA basketball team in the midst of the playoffs, played last night’s game in jerseys that changed their name from The Suns to “Los Suns” in protest against the state of Arizona’s new immigration law.

It’s a pretty radical step for a mom-and-pop brand but it may have worked: they won the game against the San Antonio Spurs (who would have altered their uniforms if they had had enough time to) to take a 2-0 lead in the best of seven series.

Ravi Mattu

Today’s news that Google has released a list of governments that seek to censor its servcies or request personal information on users feels like the latest step in the company’s effort to rebuild a reputation that has had some sticky moments in recent weeks and months.

The company’s corporate motto – “Do no evil” – has been used by some as an ethical stick with which to beat it as it moved into China and agreed to self-censor its searches. And its disastrous launch of Buzz, its social networking service, met with much resistance from its community of users and, more recently, privacy regulators.

It was all a bit surprising. In the past few decades, few companies have demonstrated (shaped?) a better understanding of the changing nature of consumer behaviour than Google. So, what happened?

Ravi Mattu

Last week, Jason Hirschhorn and Mike Jones, the new co-chief executives of MySpace, gave their first interview since taking over from Owen Van Natta. They are the second duo to gain some prominence in recent weeks. Last month, SAP, the technology company, announced its own double-headed form by appointing co-chief executives to replace a single one.

Schumpeter, the management columnist at The Economist, made the point that last week that such a model works much better in technology companies where there is a definable split between the innovation and technology functions and the sales and marketing role.

Today’s Judgment Call, the SAP heads, an academic and a PR guru all weigh in on how it can be made to work – and how it can easily go awry.

Ravi Mattu

John Lewis, the UK department store that also owns supermarket chain Waitrose, has reported annual pre-tax profits of £306.6m. I wouldn’t normally write about profit margins on this blog but John Lewis is unusual in that it is a high street brand that has done relatively well in the downturn despite being a relatively pricey option.

John Lewis is notable because its employees own the company, and partly because of that, the customer service is miles better than many of its competitors. These employees will share £151m bonus. More than that, as my colleague Michael Skapinker wrote earlier this year, it has made this ownership model work where others such as United Airlines have failed.

Ravi Mattu

Celebrity endorsements are a curious thing. I get the idea – a company pays a famous person a lot of money to associate with its brand both to generate some buzz and, presumably, to make your product seem as cool, hip and trendy as the celebrity.

Still, I can’t help but wonder what value Justin Timberlake has added by unveiling the Audi A1, the carmaker’s attempt to take on the Mini, at the Geneva Motor Show. It’s a car. He’s a cool young singer. Does seeing him on stage alongside Audi CEO CEO Rupert Stadler make consumers more likely to buy the car? I’m not sure. Does it make the reporters covering the event more excited about the product being pitched? Absolutely – and maybe that, and some pics in newspapers and on blogs of the celebrity and the car, are all they are after.

As Jeremy Cato, a journalist covering the event, put it: “Many of the middle-aged male journos – especially the ones without daughters – had never heard of Timberlake, but he nicely represents the affluent, 20-something age demographic Audi is targeting with the A1.”

Ravi Mattu

An interesting set of videos over on trendwatching.com, a pretty interesting Amsterdam-based company that does what their name suggests.

The video below, “The next big thing” is particularly interesting in revealing just how quickly technology has changed the way we think, communicate and, ultimately, do business. Just over half a minute in, check out the responses to the question: “How often do you Twitter?”

Some interesting insights on branding too. Maybe it’s not as powerful as we think it is?

Ravi Mattu

Ever read a piece that makes you go hmmm? How about this: the Grateful Dead’s greatest legacy could be the business lessons it offers management academics. If I hadn’t read it in The Atlantic, I’m not sure I would have believed it.

No, really, I promise, I didn’t inhale….

Hat tip: The Browser

Ravi Mattu

The Super Bowl is the big event in advertising and this year was no exception. Google, McDonald’s and Doritos are just some of the brands that have spent a lot of money – and hired a lot of creative talent – to get their messages out there.

The one ad that stuck out for me was the ad above, for Dave Letterman’s late night talk show, which featured Letterman with Oprah Winfrey and Jay Leno. For anyone who has been following the battles between Conan O’Brien and Jay Leno on late night TV in the US in the past few weeks, it was kind of amazing to see Leno and Letterman on the same couch.

Thanks to the internet, you can watch all of the very impressive ads from the event if you missed the game.

PS -In a Super Bowl first, there is even a pro-life ad – see if you can spot it.



About the authors

Stefan Stern writes a column on Tuesdays on management. He is winner of the 2010 Towers Watson award for excellence in HR journalism, and has previously won awards from the Work Foundation and the Management Consultancies Association.

Ravi Mattu is the editor of Business Life, the FT's management features section, and a former editor of the Mastering Management series. He joined the FT in 2000 from Prospect magazine

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