September 11, 2008
Changing your brand promise involves a lot more than altering your advertising. That’s because whether you’re selling casual dining, SUVs, or daily newspapers, the promise isn’t the only thing that matters -- the delivery counts too.
July 10, 2008
Companies around the globe, such as Starbucks, Procter & Gamble, and Wal-Mart, are battling with the marketing challenges posed by a tough economy. What strategies work best for these global brands -- and why? A marketing expert tackles these ...
June 12, 2008
Nova Southeastern University in Florida has gone to vast lengths to build its brand, in much the same way a successful business would. Here's how the school applied management practices commonly used in corporations and governmental ...
March 13, 2008
Powerhouse brands such as Chrysler, Sears, Visa, and Coca-Cola have recently changed their marketing leadership. Are the cast-off executives victims of high expectations? Or are their employers failing to recognize what really drives the health ...
February 14, 2008
George Borst, president and CEO of Toyota Financial Services, had a daring plan for leading TFS through an expansion of its customer base and product line. But that required transformation in every aspect of his organization -- new people, ...
December 13, 2007
In their efforts to cut costs, companies in gasoline retailing -- and plenty of other industries -- are minimizing human interaction. But in doing so, they're undermining a major competitive advantage: the personal touch. Does this self-service ...
November 8, 2007
Your company must do more than make promises to consumers. You need brand ambassadors who deliver on them, says William J. McEwen, author of Married to the Brand.
October 11, 2007
“I think the last time I had a land line, it was in my dorm room in college." So says at least one 24-year old. Is he representative of a growing trend in phone usage? New research by The Gallup Panel reveals the answer to this and other ...
August 9, 2007
Gallup has found that employees often feel disconnected from the brands they're asked to represent. They also have little knowledge of -- or enthusiasm for -- what it takes to transform customer transactions into enduring relationships.
July 12, 2007
Like businesses competing for talented workers, colleges and universities vie vigorously for talented students and calculate ways to improve the conversion rate from accepted to enrolled student. The solution to the challenges schools face: ...
