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Articles
& Views
Managing
Brand Portfolios to Unlock Real Potential
Reshma
Shah
The composition of a company's brands
is a vital issue for marketers. What constitutes a well-tended
brand portfolio, and what are the signs of neglect? Does the
portfolio fit together coherently, or is it simply a loose
confederation of offerings that grew out of historical decisions
to do with products? Marketing executives at most large companies
have wrestled with this question.
The
Speed of Trust:
Trust,
Branding & Competitive Advantage - Interview with Stephen
M.R. Covey
Christian Sarkar
Stephen
M. R. Covey explains
why the notion of trust as a soft, social virtue is a myth
and instead demonstrates that trust is a hard-edged, economic
driver—a learnable and measurable skill that can give your
business a competitive edge.
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SoulBranding
in the C-Suite: Eight Guidelines
for Values Branding
Elsie Maio
Why is the corporate brand such a hot topic
among CEOs today? As powerful as the brand has been as a marketing
asset, it is emerging as an equally powerful tool for general
management. CEOs now see how the corporate brand can fuel
two of their most urgent agendas: - to transform business
performance; and - to more effectively support their boards.
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