Strategic alignment for profitable, sustainable growth.
THOUGHT LEADERSHIP derek
Strategic Harmony® is the first patented system for aligning and integrating brand strategy and product strategy, with patents also pending for the expanded system to include optimization of technology and IT portfolios.
SELECTED ARTICLES, EXECUTIVE BRIEFS, AND CONFERENCE PRESENTATIONS
“The Internet of Things: Net Positive or Negative for Sustainability?“
by Steven Cristol
In this Sustainable Brands guest column on IoT and sustainable innovation, Steven discusses confronting the trade-offs between the positive environmental impacts of IoT and the impacts of additional product components on supply chains and end-of-life outcomes.
“What Archimedes Can Teach Us About Sustainable Innovation”
by Steven Cristol
In this Sustainable Brands guest column, Steven shares his perspective on the potential for Product Lifecycle Management and Product Portfolio Management software to mitigate climate change, water depletion, and hazardous substances in products — IF these tools are designed to help integrate environmental performance criteria early in the decision-making process before new product requirements are approved.
Well before “simplicity” and “simple” seemed to suddenly appear in dozens of major companies’ advertising tag lines, MIT Sloan Management Review called Simplicity Marketing “a persuasive business case for simplicity.” A framework called The 4 R’s – Replace, Repackage, Reposition, and Replenish – is a powerful and specific set of strategies to reduce customer stress and complexity, and to build brand loyalty as a result.
Truth is an essential guide to building integrity into marketing programs at a time when consumers and business buyers are better informed, less trusting, and better armed to filter out messages they don’t believe.
A primer on the most fundamental principles of media planning and marketing strategy contexts for media planning decisions.
INTERVIEWS, WEBCASTS AND BLOGS
Steven Cristol is interviewed for business-strategy-innovation.com by innovation author Braden Kelley on the relationship between innovation strategy and brand strategy, and integrating sustainability into product development portfolio management.