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Goldman Sachs: A Cautionary Tale in Branding

The publication of the former Goldman Sachs’ executive’s op-ed should signal to management that the threat of a disconnect between one’s image and brand reality are now greater than ever.

 John Hellerman Branding , Marketing & Sales April 6 2012

The Synergy Mirage: A Case Study

Brand extensions and product expansions don’t always make sense. A razor-like focus on what one does exceptionally well can make all the difference.

 Michael Rosenbaum Branding , Marketing & Sales February 17 2012

Over-Surveyed Nation: ‘Your Opinion Is Important to Us!’

Gone are the days when you might get the occasional survey request in the mail, or — dreaded — on the phone. And remember those postcards in hotel rooms asking you to comment on your stay? So 1990’s. Now, it’s digital, and it’s relentless.

 Jeff Hunt Branding , Marketing & Sales , Public Relations December 6 2011

What does Sun Microsystems Mean?

  Consistently marred by poor marketing strategies, marketing experts believe, Sun Microsystems’ identity has come in for severe beating. “I [...]

 Fayazuddin A Shirazi Branding , Marketing , Strategy November 10 2008
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Branding Breakthroughs

How to build a name you can literally bank on.

 Rebecca A. Fannin Branding , Marketing & Sales , Technology January 7 2011

DIY Brand Building

Tom Duncan The Challenge. You’re a manufacturing company looking to make headway in a market saturated with established brands. Like [...]

 Jennifer Pellet Branding , Marketing & Sales February 15 2012

Marketing Reminder for CEOs

Brands only get one opportunity to own a position

 Bob Donnelly Branding , Marketing , Small Business September 2 2010

What CEOs Can Learn from Borders’ Predicament

The cycle repeats itself — again! Bob Donnelly outlines the mistakes that destroyed Borders and offers an interesting solution.

 Bob Donnelly Branding , Strategy March 25 2011

Do CEOs Read History?

A recent analysis of Microsoft tells a familiar tale, one where an aging CEO loses touch with the core integrity of a brand. It seems that leadership style and age perhaps go hand in hand, and it may not be the right decision to put an older CEO in charge of a growing company.

 Bob Donnelly Branding June 8 2011

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