Brand Management

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.

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.

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...

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.

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

How to build a name you can literally bank on.

Brands only get one opportunity to own a position

It's all about Marketing

  Consistently marred by poor marketing strategies, marketing experts believe, Sun Microsystems' identity has come in for severe beating. "I must admit that I've never been...