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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.   |
BusinessWeek
May 1, 2006
Robert Berner |
Detergent Can Be So Much More P&G's new ads strive to stake out the emotional high ground. |
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
December 3, 2007
Burt Helm |
Struggles of a Mad Man Saatchi & Saatchi CEO Kevin Roberts toiled to make his firm a force among creative agencies. Now - in today's splintered advertising universe - he's scrambling to keep it relevant. |
Fast Company
August 2004
Linda Tischler |
The Good Brand Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too. |
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
October 6, 2015
Oren Smilansky |
DMA's & Then 2015: Marketing Authenticity Is Central to Brand Success To connect with customers, companies must communicate mission statements that resonate. |
Fast Company
August 2001
Fara Warner |
Don't Shout, Listen At Procter & Gamble, branding is almost everything. And in the age of the Web, almost everything is up for grabs. Here's how P&G has turned the Internet into a device for listening to customers -- and for experimenting with its brands... |
The Motley Fool
November 6, 2007
Saibal Saha |
The Power of Global Brands Corporate brands provide tremendous marketing leverage, however, a company that has a lot riding on its brand runs the risk that one unfavorable issue will affect the entire business. There are pros and cons to this strategy. |
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. |
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. |
BusinessWeek
February 14, 2005
Nanette Byrnes |
Branding: Five New Lessons The P&G purchase of Gillette shows that innovation is key, and marketing is more diffuse and personal. Here are lessons from classic companies and upstarts alike, all thriving by managing brands differently than companies did in the heyday of the mass market. |
BusinessWeek
August 1, 2005
Berner & Kiley |
Global Brands The companies that best built their brand images, and made them stick. |
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. |
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
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
December 20, 2004
Dean Foust |
Gone Flat Former Coca-Cola Co. executive E. Neville Isdell returned to the helm at the beleaguered soda giant brimming with confidence. All it took was a tour of Coke's operations in 16 key markets for him to see a different reality: Coca-Cola was a troubled company. |
Pharmaceutical Executive
June 1, 2006
Vince Parry |
What Type of Brand Are You? Stop the aimless soul searching. The path to brand success lies in understanding how best to position your drug. |
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? |
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 |
