Corporations can take the lead in reforming their policies and practices, and re-positioning their branding accordingly -- thereby elevating the public's perception of their products and services -- as Good Corporate Citizens.
If NFL rules continue to reduce the number and ferocity of hits the equity of the football brand will decrease. This will open the door for other sports with bravado, warrior and hero identities to grow.
Successful candidates have a singular, clear, memorable position. Whether it's Reagan's quotes on the size of the government or Clinton's "It's the economy, stupid." Anybody remember what single-term President George H. W. Bush stood for?
The problem with Norquist's brand definition is that it portrays the Republican Party as a "brand" that is strangled with the inability to compromise and effectively address the critical issues facing the country.
There is a critical relationship between management, marketing and training, which is key to creating cohesion across the front end of a business, and which then in turn determines the strength of the force behind sales.
I still find that many small business owners are confused about the part eBooks play in their overall marketing plan. Here are the four most common questions I get asked about using eBooks to build a small business's brand.
One of the biggest challenges small businesses face is getting attention, in part because small businesses have no brand to leverage. Here are five ways to stand out from the crowd, get the attention you deserve, and build a follower base you're proud of.
Leaders who describe themselves as "authentic" are like sentences that start with, "To be honest." Whenever big cheeses proclaim "authentic leadership" as their effective guiding principle, chances are they're not so authentic, and they may not be effective or principled either.
We live in a world where, as consumers, we wield more control over the messages we receive. The brand is not just "beamed" from headquarters, but is controlled by the consumer and how she or he adds to or reacts to it.