In a world of too many brands for human cognition to make sense of, a successful brand needs to stand for something that actually matters. What makes brands enduringly relevant today is the way their enterprise impacts the society, its culture, the environment, the world, and values which aren’t consumer-driven considerations.
A Theme Park for Dracula?
Thursday, July 14, 2011 By Leave a Comment
A Theme Park for Dracula? Entertainment Branding. During the early 1990s, with the success of Walt Disney World in Florida, it seemed that theme parks were the brand building tool of choice for any Brand which could offer entertainment and rich media. Driven by the need to build a post-communist economy, Romania has moderated its previous rejection of Dracula as a vampire and shifted its focus to leveraging the Transylvanian myth for economic gain.
Brand Development
Wednesday, July 13, 2011 By Leave a Comment
Why Do We Need a Brand Strategy?
Tuesday, July 5, 2011 By Leave a Comment
With the dawn, during the mid 1990s, of the Age of Intellectual Capital, came the realization that the real wealth in the modern enterprise is located in the intangible assets of that enterprise and not in the “traditional (tangible) assets” such as real estate, plant, equipment, inventory, cash, and the like.
It’s Time for Brands in Every Boardroom (PDF)
Tuesday, June 28, 2011 By 2 Comments
The brand has become a strategic business concern for every senior corporate executive and board member. With increased global competition, it has become essential for leaders in every industry sector, from commodities to consumers packaged goods, to understand the theory and practice of the successful deployment of brands.
The New Brand Strategy at Philip Morris
Saturday, June 18, 2011 By Leave a Comment
As the knowledge-based economy expands, the companies and individuals that possess intangible intellectual assets will need specialized expertise, strategic thinking, legal experience, and the wisdom necessary to manage intellectual assets.