Brand Management

This is Part 1 of a 2-part series. Click here for part 2. When the first iPhone launched in 2007, many prominent tech CEOs and...

As a representative of your company brand and, a brand in your own right, you must set a great example for your team and for all leaders to follow.

Kevin Plank has taken out a full-page newspaper ad to clarify his position on immigration after the company's own celebrity endorsers slammed his support of Donald Trump and an analyst slapped a sell call on its shares.

Super Bowl LI advertisements added to the supercharged political zeitgeist on Sunday, as a number of brands took direct stabs at social issues, while others dipped a toe into them.

Linking efforts with a company means placing your brand perception in someone else’s hands. But recent research points to an 80% corporate partnership failure rate.

Global sponsorship spending is a $60.2 billion business, according to IEG’s 31st annual year-end industry review and forecast, and is projected to grow 4.7% this year. What is it that draws CEOs and CMOs to sponsorships as a brand-building tool? One CEO explains how a niched, targeted sponsorship has been effective for his business, while the event director offers 3 ways CEOs can optimize their sponsorship spends.

CEOs offer 12 points on managing your brand communication in the digital age.

While CEOs of S&P 500 companies are overwhelmingly seeing tepid revenue growth and declining profits, a few highly innovative companies are successfully accelerating organic growth by building emotional connections with customers.

Peter Drucker, the guru of modern management theory, said these now famous words: “the purpose of a business is to create a customer, and the purpose of the leader is to grow the value of the customer.”

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.