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Fast Company
September 2000
Curtis Sittenfeld |
No-Brands-Land Nike. Starbucks. Apple. The Brand Called You. Author-activist Naomi Klein knows all of the arguments in favor of high-powered brands. She just doesn't buy them.   |
Wired
November 2004
James Surowiecki |
The Decline of Brands There's something strange going on in branding land. Even as companies have spent enormous amounts of time and energy introducing new brands and defending established ones, Americans have become less loyal. |
BusinessWeek
August 4, 2003
Gerry Khermouch |
America Has Image Woes, Not Its Brands Despite foreign fears of the country's go-it-alone attitude, the impact on its iconic product names has been negligible. |
Fast Company
September 2000
Alan M. Webber |
Trust in the Future When it comes to brand management, Kevin Roberts says that only two things are wrong: brands and management. |
Inc.
August 2004
Rob Walker |
The People's Marketing Why are more marketers daring to let customers take charge of their advertising? Because if expertise is all about familiarity, then just about everybody in America qualifies as a marketing expert. |
HBS Working Knowledge
March 19, 2014
Carmen Nobel |
A Brand Manager's Guide to Losing Control Social media platforms have taken some of the marketing power away from companies and given it to consumers. Jill Avery discusses the landscape of "open source branding," wherein consumers not only discuss and disseminate branded content, they also create it. |
BusinessWeek
August 4, 2003
Khermouch & Brady |
Brands in an Age of Anti-Americanism BusinessWeek/Interbrand's annual ranking of the world's most valuable brands shows that American labels are still potent |
Fast Company
February 2002
Scott Bedbury |
Nine Ways to Fix a Broken Brand The marketing excesses of the past few years left broken pieces scattered across the branding landscape. As a result, many companies are left with bogged-down, boring -- even dying and dead -- brands. Now take a look at your brand: Do you know what's broken? Do you know how to fix it? |
HBS Working Knowledge
February 5, 2009
John Quelch |
In Praise of Marketing Marketers do a surprisingly poor job of marketing the importance of marketing. Here is the story that needs to be told. |
The Motley Fool
February 1, 2005
Richard Gibbons |
The Top Brands of 2004 The Web magazine brandchannel announced that according to a readers' choice survey, Apple, Google, Ikea, Starbucks and Al-Jazeera were the top five global brands of 2004. To an investor, brands matter because they result in a long-term competitive advantage. |
BusinessWeek
August 1, 2005
Berner & Kiley |
Global Brands The companies that best built their brand images, and made them stick. |
BusinessWeek
September 17, 2009
Kiley & Helm |
The Great Trust Offensive Companies as diverse as McDonald's, Ford, and American Express are revamping their marketing to win back that most valuable of corporate assets. |
Fast Company
March 2011
Tetzeli & Karpel |
Morgan Spurlock: I'm With the Brand Inspired by 'Super Size Me' director Morgan Spurlock's bold new documentary about the ubiquity of branding messages in our daily lives, we embark on our own no-holds-barred exploration of the relationship between content and advertising. |
Fast Company
November 2004
Linda Tischler |
Brand That I Love As global affection for American brands wanes, can business do what government can't: make Brand U.S.A. cool again? Keith Reinhard, CEO of the advertising agency DDB Worldwide, suggests they can-- and he has a plan. |
HBS Working Knowledge
September 20, 2004
Holt, Quelch, & Taylor |
How Consumers Value Global Brands What do consumers expect of global brands? Does it hurt to be an American brand? This Harvard Business Review excerpt identifies the three characteristics consumers look for to make purchase decisions. |
BusinessWeek
August 2, 2004
Diane Brady |
Cult Brands The seismic shift in clout from companies to their customers is creating opportunities, especially for younger brands that grew up with the Internet and have become adept at building user communities. |
Fast Company
May 1, 2007
Bill Breen |
Who Do You Love? Authenticity is the benchmark against which all brands are now judged. |
CRM
December 2009
Lauren McKay |
On the Scene: Gartner CRM Summit '09--Trust Is the New Differentiator Big brands and consumers alike see a new found value in trust. |
U.S. Banker
August 2004
Matthew de Paula |
Can Credit Cards Star On the Silver Screen? Visa and American Express are among the first financial services firms to experiment with embedding products in TV programs and movies, blurring the line between ads and entertainment. |
Entrepreneur
March 2004
Chris Penttila |
Battle of the Brand Is image really everything when it comes to your business? Listen as entrepreneurs and experts sound off about whether branding is crucial for success, then decide for yourself. |
The Motley Fool
January 12, 2012
Isaac Pino |
How American Brands Rule the World The best global brands can provide a boost to your portfolio. |
CRM
March 2015
Maria Minsker |
Required Reading: Brand Differentiation Is the Best 'Brand Aid' Brad VanAuken, author of Brand Aid: A Quick Reference Guide to Solving Your Branding Problems and Strengthening Your Market Position looks at the key factors that drive brand differentiation both online and off. |
CRM
August 2014
Maria Minsker |
Is Kid-Targeted Marketing Unethical? With children going online more often, Internet advertising comes under scrutiny. |
CRM
January 2010
Jessica Tsai |
Are You Smarter Than a Neuromarketer Companies have always aimed for the customer's heart, but the head may make a better target. |
CRM
February 2014
Maria Minsker |
Building Brand Loyalty Turn your customers' passion into a long-lasting brand relationship. |
InternetNews
December 30, 2005
David Needle |
Tech Leads List of Top Brands Technology companies ranked among the highest rated brands in a survey of consumers nationwide released this week. |
AFP eWire
January 4, 2011 |
What is Branding, Anyway? A breakthrough nonprofit brand "convinces the head, touches the heart and engages the hands." |
CRM
January 2011
Augie Ray |
Consumers Depend on Us Being friended or followed is desirable; fostering trust is more important |
HBS Working Knowledge
May 18, 2015
Dina Gerdeman |
Advertisers Get Serious About Playing With Their Brands In social media marketing, companies often try to engage consumers with a playful approach. But play is serious business that can backfire if not done correctly. |
Entrepreneur
September 2008
Guy Kawasaki |
Make It Known If you've got a great product, a great brand will follow - if you're sending the right message. |
Pharmaceutical Executive
December 1, 2005
Meg Columbia-Walsh |
Direct to Consumer: Culturally Relevant Marketing Through culturally relevant marketing, pharma can seamlessly weave its brands into consumers' lives... Also: The 2005 Pharmaceutical Advertising and Marketing Excellence Award recipients... |
The Motley Fool
August 23, 2011
Reza Handley-Namavar |
1 Secret to Finding Great Stocks What makes a lasting brand you can profit from? |
CRM
November 2014
Maria Minsker |
How to Create the Right Content for the Right Social Channel Marketers should understand and leverage the unique qualities of each network to drive conversations and conversion. |
Entrepreneur
September 2001
Chris Penttila |
Brand Awareness Wake up! Your brand isn't your savior, and all the goofy ads in the world won't save your company. What can? Well... have you given good business a try? |
CRM
May 23, 2013
Maria Minsker |
Branded Content Marketing Sees Increase in Importance More than 70 percent of brands and agencies surveyed plan to spend more on it next year. |
CRM
April 2014
Maria Minsker |
Demystifying the Brand Building Process The seven simple principles every company needs to know. |
CRM
June 2014
Sarah Sluis |
Beauty Marketers Must Put Their Best Face Forward Five tips from industry experts to help make over your customer engagement efforts. |
Fast Company
April 2002
Christine Canabou |
Advertising, Under Review Someone unplugged the entire ad business. When it comes to spending -- whether the medium is television, print, or the Internet -- the boom times are over. Six advertising insiders take the industry to account... |
Fast Company
July 2004
Linda Tischler |
How Do I Love Thee? Let Me Plot the Graph. Marketers have figured out a way to measure how consumers really feel about brands. Warning: Love hurts. |
CRM
May 2015
Leonard Klie |
The Customer Expectation -- Experience Gap Brand Keys' Customer Loyalty Engagement Index finds that many companies are unable to deliver on emotional values. |
The Motley Fool
January 5, 2012
Isaac Pino |
Building a Global Brand The most valuable brands in the world stem from truly exceptional products. |
CRM
September 13, 2011 |
Facebook Fans More Likely to Recommend a Brand, Buy Products Report on consumer behavior highlights the need for small businesses to be active on Facebook. |
CRM
May 2012
Judith Aquino |
There's Value in the Simple Things Customers not only appreciate simplicity; they'll pay more for it too. |
The Motley Fool
December 3, 2004
Selena Maranjian |
Trouble for Big Brands Brands are critical assets, but they're losing some value. What does this mean for investors? |
The Motley Fool
June 1, 2005
Alyce Lomax |
Hunting Stocks From Your Sofa While no amount of pop-culture credibility is a reason unto itself for you to invest without doing a whole lot of homework, examining the names that have sneaked into common vernacular is a good place to start. |
The Motley Fool
June 8, 2004
Nathan Parmelee |
Coca-Cola C2: the Real Thing? Coca-Cola's new middle-of-the-road carb beverage is also middle of the road in taste. |
CRM
September 7, 2012
Nancy Liberman |
The Secret to Building Consumer Relationships Look to content to provide credibility and a likable brand online. |
Inc.
February 1, 2003
Adam Hanft |
Grist: Leno Brands Versus Letterman Brands Like late-night TV hosts, brands today fall into one of two categories: iconic or ironic. |
Fast Company
June 2006 |
Screen Grab Is a brand what we see on the tube, or what we experience? Saatchi & Saatchi's worldwide CEO Kevin Roberts takes on Ogilvy and Mather's executive creative director Brian Collins in this extended debate. |
The Motley Fool
August 29, 2005
Seth Jayson |
Is Your Brand Bogus? Wall Street's dustbin is littered with "great brands" that weren't. In the end, a company -- and a brand's -- survival doesn't depend on hype. It depends on real profits. |
