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.
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CEO1000

CEO1000 Tracker Full List

From the schools they went to to the types of companies they run, CEO1000 is tracking the trends among the CEOs of the 1,000 largest U.S. companies.

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CEO CONFIDENCE INDEX

CEO Optimism Rebounds in November Amid Growing Hope For Tax Cuts

CEOs are reporting a renewed sense of confidence in where the business landscape will be a year from now, registering the highest level since April.
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BEST & WORST STATES FOR BUSINESS

Best and Worst States For Business

Are you looking to relocate or expand? Evaluate each state's strengths with Chief Executive's 2017 Best & Worst States for Business.

CEO OF THE YEAR

CEO of the Year

Once a year, we celebrate the achievements of a CEO, honored for his success in and dedication to business, shareholders, customers and employees.

EDITOR'S PICKS

How A Former Accenture CEO Turned A Failing Leadership Into Growth

This former CEO's first year was a disaster until he shifted everyone's focus to create a customer-centric organization. What happened after that went directly to the bottom line.

What P&G Learned About Marketing From Elon Musk

While Tesla was moving ahead of the competition without spending a dime, P&G's marketing machine was watching closely.

How to Follow a Great Leader: Honeywell’s Darius Adamczyk Moves Forward

Darius Adamczyk, Honeywell International’s CEO since April, has a tough act to follow, but his priorities are optimistic and leave him lots of room for stamping his own legacy.

Meet the ‘New-Collar’ Workers in Manufacturing

Modern manufacturing no longer thinks in terms of white or blue collar—the workers it needs now are “new-collar”.