Viewpoints: Over the years, we’ve
learned a lot about brand development,
much of it from working with
preeminent marketers. In “Viewpoints,”
we synthesize some of what we’ve
learned into practical, how-to advice.
And we don’t just focus on big ideas,
because we see every detail as
an opportunity to reinforce a brand.
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The Power of the Personified Brand
October 2006
What do Steve Jobs and Oprah Winfrey have in common? They are both leaders who personify
their brands—and do it so aptly that they’ve elevated them to near cult status.
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How to Create Internal Brand Alignment
March 2005
Do not underestimate the value of internal marketing and brand building. In a world
where human connections are precious, your employees can convey your brand...
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Are You Maximizing Your Company’s Web Impact?
September 2004
Imagine you’re a potential customer and perform several keyword searches on
Google, which currently commands 42% of the market. If your company’s website...
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Tips to Take the Pain Out of Naming
July 2004
Naming is a tricky proposition. In-house teams often face two stumbling blocks:
They can’t devote adequate time and resources to the naming process, and they
are... more
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