External Information Sources

 
Branding
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Align Your Brand With a Social Cause (HBS Working Knowledge)
Article: Enhancing a brand in the name of a social cause can be tricky, but the reward goes beyond the bottom line. First step: Select a cause aligned with your company's goals.

Americans Continue to Be Loyal to National Brands (Marketing Today)
Article: According to a recent report for the Grocery Manufacturers of America (GMA) by Roper Starch Worldwide shows that brands continue to dominate the shelves of most Americans' pantries, accounting for 80% of total food, drug, and mass merchandisers' sales. ...

Brand Magnetism (Optimize Magazine)
Article: When your product is based on technology, the old rules of marketing no longer apply. It takes a new strategy -- and a more proactive CIO -- to turn a brand into a market force.

Brand Marketing: Guinness (Fast Company)
Article: How do you refresh a 243-year-old brand? By brewing a modern experience that combines the power of history with the allure of contemporary design. Guinness Storehouse, in Dublin, reimagines how a brand can perform for customers, employees, and the community.

Brand New Branding (Darwin Magazine)
Article: Forget what you knew about branding. The Web changes everything. Four experts explain how and why.

Brand Power from Wedgwood to Dell: Part One (HBS Working Knowledge)
Article: What can we learn from the lives of six masterful entrepreneurs from 1759 through the present day? Lots, according to HBS professor Nancy F. Koehn, as she explains in a conversation about her latest book.

Brand Power from Wedgwood to Dell: Part Two (HBS Working Knowledge)
Article: How do you make the jump from leading a small team in the proverbial garage to heading a multibillion-dollar business? HBS professor Nancy F. Koehn has answers. Second of two parts.

Branding the Globe (CIO Magazine)
Article: As more and more companies market their products across far-flung borders, many are discovering that technology can help them maintain one of their most important assets-their brand name.

Bringing Brand Values Inside (HBS Working Knowledge)
Article: One of the biggest marketing puzzles, surprisingly, is articulating your brand essence inside your own company. In this excerpt from his new book, United We Brand: How to Create a Cohesive Brand That's Seen, Heard, and Remembered, advertising expert Mike Moser has some tips. First, define your unshakeable core values.

Building 'Brandtopias' -- How Top Brands Tap in To Society (HBS Working Knowledge)
Article: What are "identity brands" and why are they so powerful? HBS professor Douglas Holt explains how some top brands -- including soft drink Mountain Dew -- deliver imaginative stories that are perfectly attuned to society's deep desires.

Building the Global Brand (HBS Working Knowledge)
Article: The key to building a global brand is not the brand itself but the leadership that makes it happen. This excerpt from an article in the Harvard Business Review describes the global brand team, one of four models of global brand leadership that companies can choose.

Cult Brands: Lessons Learned At Apple, ESPN, and PepsiCo (HBS Working Knowledge)
Article: What gives some brands an extra lift? An avid cult following, that's what. At a session of the HBS Marketing Conference, experts debated the pros and cons of managing a brand that customers truly adore.

e-Branding: Moving Your Customer Promise to the Web (Marketing Today)
Article: The best way to launch an online operation if you're a brick and mortar business is to develop a strategy that optimizes and re-enforces both. To do this, it's important to understand what's different about e-branding from traditional branding, and, just as importantly, what's not.

Globetrotters Got Game (Again) (HBS Working Knowledge)
Article: Before losing their spark, the Harlem Globetrotters were one of the hottest entertainment tickets in town. Here's how a former player and Honeywell executive wrote a winning game plan to rebuild the brand.

How a Juicy Brand Came Back to Life (HBS Working Knowledge)
Article: "Some brands just want to have fun, and from birth Snapple was one of them," says HBS professor John Deighton. As he explains in this excerpt from Harvard Business Review, the odyssey of the fun-loving beverage contains smart lessons for managers on branding and company culture.


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