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Dr. Dan Herman [2127] (Born July 24th, 1957 in Fălticeni, Romania) is an expert on identifying growth opportunities and creating competitive advantages for companies and brands. His career has been focused on the fields of strategic management, marketing, innovation, and branding. He is credited with being the first marketing thinker to propose that marketing strategy, created with differentiation based on Off-Core Values (non-industry agreed standards for success) will lead to long term strategic advantage (citation needed). Dr. Herman was also the first to suggest that creation and launching of successions of Short-Term Brands is essential to marketing success in our the Post-Customer-Loyalty era and he created a comprehensive methodology for this purpose.

Another contribution of his to the field of marketing strategy and branding was to assimilate the study of drama, hypnosis and trance into it and provide a new understanding of the ways consumers relate to brands. [citation needed]

Career

Dan Herman is the co-owner and CEO of Competitive Advantages, an international firm specializing in strategy consulting and the development and marketing of knowledge based products. Competitive Advantages integrates competitive strategies with business models and psychological branding. Dr. Herman also leads training seminars and workshops, lectures and is the author of 4 books to date, published in several languages.

Through his research, Dr. Herman identified methods for not just discovering unsatisfied needs, but methodically anticipating needs as yet unknown by the consumer. He is a proponent of short-term branding hits (brands that are built and designed for very limited preiods of time or locations). His clients range from local mid-sized companies to Fortune Global 500 corporations like Coca Cola, IBM, Motorola, Europcar, Roche Pharmaceuticals, The International Olympic Committee and others.

Dr. Herman is a member of the board of directors of several consulting firms throughout Europe as well as of Elyakim-Herman advertising. He is also an active board member of Formula U, a Russian company developing luxury shopping centers as well as controlling a chain of automobile dealerships and a retail chain marketing car-related products.

Dr. Herman’s executive and business experience includes positions such as: VP Marketing of Migdal Group (Israel’s largest group of Insurance and financial services and subsidiary of the European Generali), Senior VP of Dahaf Group (advertising, home shopping TV channel, marketing services and consumer research) and Deputy Director General for Strategy and Research at Bauman-Ber Advertising (Saatchi & Saatchi). He has taught at Bar Ilan University and other institutions of higher education in Israel.

Dan Herman is often invited as a keynote speaker at international conferences; he facilitates seminars and workshops, and is frequently interviewed by the media in different countries where he is active.

Dan Herman has published tens of academic and professional articles and e-booklets, and written chapters about his research and innovations for academic publications.

Dan Herman has also written three books to date. His books as well as collections of articles have been translated to different languages and published in several countries.

Competitive Advantages==

Competitive Advantages[2128] helps companies maintain their competitiveness and perpetual growth in a dynamic and changing business world. Since increasing competition requires companies to renew and reinvent themselves constantly, they must be able to repeatedly identify or invent The Next Thing (TNT). Competitive Advantages makes finding The Next Thing (TNT) its exclusive focus. It helps companies identify or invent new opportunities for success and growth, for both the long and short terms. It then assists companies in strategizing for competitive advantage and to build the managerial and organizational capacity to realize a competitive advantage.

==References

Publications

Books

"Outsmart the MBA Clones: the Alternative Guide to Competitive Strategy, Marketing and Branding" English, (2008)[2129]

"I want to be a brand", Turkish, 2006

"Unfair Advantage", Hebrew, 2005

"Birth of a brand", Russian, 2004

"The Brand Builder's Guide", Hebrew, 2001

Academic Publications

Introducing Short-Term Brands: A New Branding Tool for a New Consumer Reality,
By Dan Herman. Journal of Brand Management, Vol. 7, No. 5, May 2000, pp. 330–340.)

Books with Chapters contributed by Dan Herman

"The New Market Segmentation" and "The Fear of Missing Out" by Dan Herman

in "Consumer Behaviour - Implications for Marketing Strategies" edited by G. R. Krishna,

ICFAI University press, Hyderabad, India, 2004


"The Fear of Missing Out" by Dan Herman

in "Lifestyle Marketing - Concepts and Cases" edited by K. Sangeetha,

ICFAI University press, Hyderabad, India, 2006


"The Making or Faking of Emotionally Significant Brands: Creating a Genuine "Feel Appeal" for Your Brand" by Dan Herman

in " Emotional Branding - An Introduction" edited by N. Taher,

ICFAI University press, Hyderabad, India, 2006

E-books

Think Short! Short-Term Brands Revolutionize Branding

The Making or Faking of Emotionally Significant Brands

On-line Articles in Edited Publications

http://www.brandchannel.com/papers_review.asp?sp_id=384

http://www.allaboutbranding.com/index.lasso?article=425

http://www.marketingprofs.com/4/herman5.asp

http://papers.ssrn.com/sol3/papers.cfm?abstract_id=430900

http://www.4hoteliers.com/4hots_fshw.php?mwi=1477

http://www.poolonline.com/archive/issue30/iss30fea1.html

http://www.top-manager.ru/?a=1&id=1088

http://www.todomba.com/noticias/marketing/la-formula-para-el-exito-en-el-marketing.html

External Links

http://www.danherman.com

http://www.advantagizers.com

http://www.outsmart-mba-clones.com