Faculty

Jim Eiche

Jim Eiche is an independent marketing, advertising, and management consultant based in New York City. Over the course of his career, he has worked with clients such as Procter & Gamble, Coca-Cola, DLA Piper, Bristol-Myers Squibb, GlaxoSmithKline, Sanofi- Aventis, MasterCard, Credit Suisse, Aetna, General Motors, Kwang Yang Motors, the Australia Tourist Commission, Philips, and Sony. Before going into consulting, Eiche worked in the advertising business for more than twenty years at the Benton & Bowles, Jordan Case & McGrath, and D'Arcy Masius Benton & Bowles agencies. Eiche managed DMB&B's entire multi-brand relationship with P&G across fifteen countries in Asia before starting up and running new agency offices in Taiwan and then Japan. He holds a B.A. in telecommunications and theater from Indiana University and an M.B.A. in marketing from the Kellogg School at Northwestern University.

Jim Eiche teaches Positioning and Communications Strategy, Communication and Global Brands and Advanced Communication Project.

Jim Eiche on the importance of positioning:
"When it comes to communications, no organization has the resources to meander down just any path, hoping to stumble one day across something that really works. An organization needs a strategy. A strategy plans the right destination for communications and the most direct route for getting there. It identifies which audience can best further an organization's goals; what alternatives compete for the attention, support, and commitment of that audience's thinking, feeling, and behavior; what message can prompt that audience to change; how best to engage the audience with that message; and how to tell if a strategy is succeeding."