Brand Management

Out of the mouths of babes—or at least 9-year-olds—can flow some pretty sage advice for CEOs and business chiefs. At least when it comes from Alina Morse, the founder of a startup company called Zollipops, which has received national acclaim for its innovative product—cavity-fighting lollipops. Here are 8 basic but timeless insights based on the Zollipops experience.

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

History shows that ignoring or missing a major consumer trend or behavioral shift can have significant detrimental effects on brand survival. Some never recover, but others have learned how to reinvent themselves. Here are some suggestions for revitalizing a brand, from CEOs who have achieved it.

Recent research suggests that leadership quality factors heavily in the valuation of companies.

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.