Our bookmarks on this topic are also at pinboard.in/u:unison/t:brand-strategy/
From John Quelch at Harvard Business Review: Aggressive marketing and brand-building can boost stock prices by raising customer and investor expectations. But the penalties for not delivering on marketing promises are fast becoming as significant as not meeting quarterly earnings targets.
Want to market your brand better? Then tell a story. That’s the top finding from an intensive three-year study entitled “On the Road to a New Effectiveness Model” released this month.
Organizations exist for one purpose — to meet human needs. Thriving organizations do that exceedingly well. Any brand management initiative, any marketing initiative, and indeed any business or organizational initiative must start with a solid understa
From Knowledge@Wharton: According to Wharton faculty and analysts, the iPhone episode reveals the perils of pricing in a marketplace where constant innovation, fierce competition and globalization are changing the rules of the game.