Branding

The Value of Personal Branding

Thu, 23 Jul 2009 14:15:00 GMT

Self-branded people are of tremendous value to all kinds of organizations, according to a marketing expert. Indeed, he argues that constructing your personal brand may be the best thing you can do for your workplace and for yourself -- especially now.

Your Company's Purpose Matters Now

Thu, 12 Feb 2009 10:00:00 GMT

In this rough economic climate, it’s more critical than ever that you and your customers know why your company is in business, says a leading marketing expert whose clients have included Wal-Mart, Southwest Airlines, and the U.S. Air Force.

Your Roots Are Showing

Wed, 28 Jan 2009 10:00:00 GMT

Marketers, take note: It’s not enough to tell consumers that your offerings have changed. Brands such as KFC, Wal-Mart, and Abu Dhabi may encounter a credibility gap between what they say and what they do.

Who’s Caring for the Customers?

Thu, 08 Jan 2009 09:00:00 GMT

Companies everywhere are facing the harsh realities of a global recession. Each day brings stories of organizations cutting staff, shedding brands, and even pondering bankruptcy. But be forewarned: Every cut has an impact beyond today’s bottom line.

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.