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 organizations to its brand-building effort.
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 of their brands? Bill McEwen, author of Married to the Brand, tackles these questions, which are daunting today's marketing chiefs at companies across many industries.
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, infrastructure, knowledge, and skills. Some of the changes offered fresh opportunities, but others presented big problems. What's more, the expansion required Borst to discover new methods of leadership. Here's how he successfully transformed his organization -- and, in the process, himself.