Smaller companies, with local and regional markets, often accept the dominance of large, national brands in their marketplace. All too often they assume that good branding and targeted marketing is either too complex or too expensive to be within their reach.
The Reichstag Building, Berlin
Sunday, July 10, 2011 by
The Reichstag building is a historical edifice in Berlin, Germany, constructed to house the Reichstag, parliament of the German Empire. It was opened in 1894 and housed the Reichstag until 1933, when it was severely damaged in a fire. In 1990, it underwent reconstruction led by internationally renowned architect Norman Foster. After its completion in 1999, it became the meeting place of the modern German parliament, the Bundestag.
PepsiCo Goes Natural
Thursday, July 7, 2011 by
PepsiCo. Inc., the massive food and beverage conglomerate with a market capitalization of $73 billion and annual revenues in excess of $27 billion, has announced their intention to migrate their snack food and beverage offerings to a more healthy profile, and to encourage the moderate consumption of snack foods.
Why Do We Need a Brand Strategy?
Tuesday, July 5, 2011 by
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.
Intellectual Capital and Intellectual Property
Friday, July 1, 2011 by
How does traditional “Intellectual Property” fit into the modern discussion surrounding the value and practicality of “Intangible Assets,” “Knowledge Assets,” or what has come to be known as “Intellectual Capital?”
It’s Time for Brands in Every Boardroom (PDF)
Tuesday, June 28, 2011 by
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
Philip Morris Companies have spent over $200 million in corporate-image advertising over the last two years, designed to improve the image of “Philip Morris.” Nevertheless, “Philip Morris” is still viewed as a tobacco company.
As the knowledge-based economy expands, the companies and individuals that possess intangible intellectual assets, such as intellectual property, will need specialized expertise, strategic thinking, legal experience, and the wisdom necessary to manage intellectual assets.