Brand Management

Strategies for Leading your Company through a Successful Rebrand

Rebranding a business is a great opportunity for a company to show how it has evolved over time and debut its forward-thinking vision and mission to its constituents. It also is a tremendous undertaking, which requires precise strategy, exact timing and a great amount of preparation that must be communicated from the top all the way down.

The Pharma Industry Has a Branding Problem: Can it Be Fixed?

Former Valeant Pharmaceuticals chief executive Martin Shkreli may be the poster boy of price gouging run amok, but the heat is increasingly on for the rest of the industry to tamp down on drug price increases and base growth more on productivity and less on arbitrary hikes to please shareholders.

Big Food Companies Are Innovating to Compete Against Healthier Upstarts

Every week seems to bring some new revelation of trouble for the manufacturers that once dominated the U.S. and global processed-food business: Kellogg, General Mills, Kraft, Campbell Soup, PepsiCo, ConAgra and the like. And it equally brings news of some upstart brand that is helping to reorder this massive business with some new innovation in products, packaging, marketing or all three: Annie’s, Amy’s, Plum Organics, Chobani, Lifeway cultured-yogurt drinks, and Vita Coco coconut water.

More CEOs Take the Lead on Social Issues; but Is it the Right Strategy?

Since Tim Cook and Howard Schultz stood on their soap boxes and advocated for gay rights and race relations, respectively, more CEOs have taken to the pulpit to speak their minds on social issues. Their opinions are also more frequently showing up in their strategies.

6 Ways for Mid-Marketers to Build an Effective Internal Brand

One of the most under-appreciated factors in the success of a middle-market business—or any company, for that matter—is for the enterprise to have a cohesive internal identity and culture that is authentic and resonates with employees, helping to retain them and keep them happy.

Foreign Companies Should Harness Their U.S. Brand Power

There’s a bigger desire than ever by CEOs of non-American companies to establish a foothold—and more—in the U.S. market.

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.

DIY Brand Building

Tom Duncan The Challenge. You’re a manufacturing company looking to make headway in a market saturated with established brands. Like you, your competitors operate cost-efficient...

The CEO’s Marketing Dilemma: What’s Our Niche?

Every CEO must carefully compare their firms’ unique resources with specific customer’s changing requirements and select those that the organization can satisfy better than their competitors. When this is done well and promoted effectively your brand will “own” a position in the mind of a certain set of customers.
- Advertisement -

FEATURED EVENTS

3rd Annual CEO Talent Summit
October 25-26, 2017
Orlando, Florida

Leadership Summit featuring Jim Collins
November 2-3, 2017
Denver, Colorado
- Advertisement -

SUBSCRIBE TO CHIEF EXECUTIVE

Sign Up to Receive Chief Executive’s Magazine and e-Newsletters

Chief Executive’s publications are designed to help CEOs do their jobs better and run their businesses more effectively. Subscribe here.

THOUGHT LEADERS

How to Respond When Bosses Misbehave

With all the bad CEO behavior out there lately, is it time to press reset?

Stops and Starts Along the Road to Globalization

Globalization hasn't stopped, it's simply on pause. What we’re seeing is not a reversal but a correction—a necessary rebalancing and search for equilibrium.

How the Org Chart has Given Way to the Network and Why it Matters

As they try to keep up with disruptive forces, companies shift their focus from human capital to social capital.

How Mark Vergnano Turned Around DuPont’s Failing Spin-Off

Stepping into a negative situation is never easy, but Mark Vergnano's step-by-step plan to turn around the company is proving successful.

CEO CONFIDENCE INDEX

Last 12 Months: CEO Confidence is on a Steady Uptick

Although it has dipped slightly in the last two months, CEO confidence made significant strides in the...

MOST POPULAR STORIES