Executive Thought Leadership

I’m pleased to share with you today new thought leadership on the topic of brand management.

In this issue of the Executive Thought Leadership Quarterly, Ron Ricci, Vice President of Market Positioning at Cisco Systems, offers a new perspective on brand management in today’s Internet economy. In his forthcoming book from Harvard Business School Publishing, Ron discusses the new dynamics of brand management in the digital age and the importance of Brand Mass, Brand Speed, and Brand Direction in creating and managing a brand’s “momentum.”

In the Guru Q&A, you’ll hear from Don Tapscott, author of seven best-selling business books and cofounder of Digital 4Sight . Don discusses his views on brand management and the key components in the creation of a successful brand.

Thought Leadership

Recently, the widespread use of cell phones, pagers, PCs, personal digital assistants (PDAs), and Internet-based applications has changed people’s definition and rules of brand differentiation.

Cisco’s Ron Ricci distinguishes digital and networked products and services from their more traditional counterparts and defines what brands must accomplish. Read more about this in “Managing Brand Momentum.”

Guru Q&A

Don Tapscott is one of the world’s leading authorities on the intersection of technology, business strategy, and marketing, and has authored nine books in the field. He is the cofounder of Digital 4Sight and president of New Paradigm Learning Corporation.

Cisco: Does brand management differ in today's fast-paced Internet economy versus traditional brand management in the industrial age?

Tapscott: Executives today need a global perspective, and they must be socially and politically astute. They need to be even more sensitive and responsive to customer concerns. For example, Home Depot sells hammers and power drills—not exactly a likely candidate to get embroiled in social, ethical, or environmental controversy. Recently, the Rain Forest Action Network launched a campaign against Home Depot because it was the biggest North American retailer of old growth lumber. After a bruising two-year battle, Home Depot changed its approach and is phasing out old growth lumber from its supply lines. The Rain Forest Action relied heavily on the Internet to get its message out. The Internet has made it easier for everyone to communicate, and it is now more important than ever for companies to react quickly to address customer concerns.

More of Tapscott's reflections can be found in From the Experts section of the Business Industries and Solutions Web site.

I hope you enjoy this issue of the Executive Thought Leadership Quarterly .