Recently in Benefits of Branding Category

Along with his co-authors - Roland Rust and Christine Moormon - Bhalla insists that companies must shift their mindsets from a product-centered focus to building long-term relationships with customers.

Says Bhalla:

"The traditional marketing department must be reconfigured as a customer department that puts building customer relationships ahead of pushing specific products. To this end, product managers and customer-focused departments report to a Chief Customer Officer instead of a CMO, and support the strategies of customer or segment managers."

You can sign up for Bhalla's Customer-Driven Innovation Newsletter and download "Rethinking Marketing" here >>

You can read the interview we did with Bhalla here >>

Welcome to the Emory Marketing Institute's blog - where we focus on the intersection of branding practices and business performance.

Our goal is to start meaningful conversations around a few topics of interest to us:

- Branding History
- Benefits of Branding
- Brand Strategy
- Resource Allocation
- Brand Lifecycle Management
- Marketing Programs
- Operations Management and Branding
- Brand Strength Assessment
- Brand Performance
- Brand Valuation
- Business to Consumer Branding
- Business to Business Branding
- Technology Branding
- Services Branding
- Branding Case Studies
- Branding Best/Worst Practices
- Private Label Competition
- Branding Commodities
- Branding in Emerging Markets
- Branding Retail Organizations

We invite you to participate, to contribute - ideas, suggestion, comments and insights. Join us in our learning journey...