- » Finding New Paths to Growth by Managing Brand Portfolios Well
by Rick Wise and Simon Glynn
- » Strategic Branding for M&A Success
by Simon Glynn and Suzanne Hogan
- » Building a Brand on the Touchpoints That Count
by Suzanne Hogan, Eric Almquist, and Simon E. Glynn
- » Maximizing Returns from Brand Spending
Simon Glynn and Stephen Brien
- » Keeping the Customer (Profitably) Satistfied
by Simon Glynn and Ewan Jones
- » Brands Through People
by Simon Glynn
- » The Ultimate Intangible: Measuring and Managing Brands as Strategic Assets
by Kenneth Roberts and Eric Almquist
- » From Chaos to Constellation: Creating Better Brand Alignment on the Web
by Eliot Phillips
- » The Satisfaction Payoff: You Can Make a Profit and Satisfy Customers—If You Know What They Want
by Simon Glynn and Ewan Jones
- » Economics' Gift to Marketing: Understanding Demand Before It's Too Late
by Eric Almquist
- » Nexperiment™: Optimizing Online Performance
by Eric Almquist
- » Spin-off Spin: Lessons Learned About Brand Management
by James Bell
- » Before Bouncing Back, Ask Pointed Questions
by John Allen
- » The Board's Role in Protecting the Corporate Brand
by Kenneth Roberts
- » Foundation For a New Business
interview with John Allen
- » Managing Image in a Dynamic Corporate Environment
By Kenneth J. Roberts
- » Using Experimental Design to Improve Marketing ROI
- » Employee Communications Can Affect a CEO's Health
By Kenneth J. Roberts
- » Brand Risk Management:
Why Brands are Becoming More Valuable and More VulnerableBy George Jurkowich and David Abrahams
- » Branding and M&As:
The Risks in "Getting the Deal Done"By Suzanne Hogan and Ken Hodge
- » Positioning a Brand in the Marketplace
By Suzanne Hogan
- » Employees and Image: Bringing Brand Image to Life
By Suzanne Hogan
- » Connecting Energy Company Brand Position to Brand Image
By Suzanne Hogan
- » Speed, Content, and Navigation:
The Winning Trifecta of an Effective Website - » A Discussion:
Branding in the World of E-CommerceModerated by Myron Kandel
- » Who?.com
The Race to Build Internet BrandsBy Richard H. Wilke
- » Brand Management for the Next Millennium
By James Bell
- » Your Company's Identity Crisis
By Kenneth D. Love & Kenneth J. Roberts
- » The TELUS Story:
Brand Management Strategies for a Customer-Focused IdentityBy Kathryn H. Feakins
- » Rethinking Brand Strategy:
A "Mindshare" ManifestoBy Eric Almquist and Kenneth J. Roberts
- » Assessing a Brand's Health:
Ready For the Next Move?By Suzanne Hogan
- » Anticipating Brand Opportunities:
What Ever Happened to Burma-Shave?By John Kania and Adrian Slywotzky
- » Designing the Branded Experience:
How Conoco Broke the Convenience Store MoldBy Kathryn H. Feakins and Michael Zea
- » Delivering on the Brand Promise:
Making Every Employee a Brand ManagerBy Carla Heaton and Rick Guzzo
- » The Link Between Identity and Growth
By Kenneth J. Roberts
- » J. Gordon Lippincott Founder, Lippincott & Margulies, 1909-1998
Branding in a Downturn
The slowdown in the U.S. economy has many companies taking a serious look at how best to continue to manage and promote their brand(s) while saving money. While it is tempting and seemingly efficient to simply slash marketing budgets across the board—sometimes by an arbitrary amount, we suggest there is a more strategic approach.
- » Four Ways to Generate Greater Brand Efficiency
By John Allen
- » Bring on the Recession
By Robert G. Atkins and Adrian J. Slywotzky
- » Don't Let Your Brand Falter During a Recession
By Eric Almquist