Top 100 Brands Wield Power Over S&P 500
April 30, 20093 min
In the managerial pecking order within most firms, finance occupies a more central role than the flimsy business of marketing.
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April 2009 - Branding Strategy Insider
Brand Transformability In A Down Economy
April 29, 20093 min
In an economic downturn, there may be a tendency to give up on new ideas and thinking, and just hunker down, until the worst is over.
Word Collisions: The Odd Couples Of Brand Naming
April 28, 20091 min
Word collisions are unexpected juxtapositions of language that can create memorable brand names. (Example: DreamWorks.)
The Metrics Of Brand Equity
April 27, 20092 min
There are several stakeholders concerned with brand equity, such as the firm, the customer, the distribution channels, media and other stakeholders like the financial markets and analysts, depending on the type of company ownership.
The Seven Markers Of Passion Brands
April 25, 20093 min
The topic of passion brands is particularly important to consider in difficult economic times. When pressures mount on companies’ bottom lines, they typically look first to the expense side of products, both in their development and marketing. The opportunity that a brand passion creates is the opportunity to conscript willing and enthusiastic consumers to spend their financial and social currency on those brands, exhorting friends and family to follow suit.