Branding

Don’t Cut Corners With Your Customers

Thu, 09 Oct 2008 10:00:00 GMT

To maintain profits, many businesses are continually looking for ways to reduce costs. Shortchanging the customer experience, however, may cause long-term problems.

Good Pricing Strategies for Bad Times

Thu, 11 Sep 2008 00:00:00 GMT

Setting pricing strategies is never easy, but it’s even more challenging in a tough economy. If you aren’t sure you’re getting the most out of your prices when times are flush, how do you know what to charge when consumers are reluctant to buy at all? To tackle this problem, businesses must first understand the psychology of their customers.

How to Rejuvenate Your Brand

Thu, 11 Sep 2008 00:00:00 GMT

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.

When the Going Gets Tough

Thu, 10 Jul 2008 00:00:00 GMT

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 questions.

Transformational Change in Higher Education

Thu, 12 Jun 2008 00:00:00 GMT

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.

The Chief Marketing Officer’s Dilemma

Thu, 13 Mar 2008 00:00:00 GMT

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.