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. ...
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.
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.
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.
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.
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.
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.
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.
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.
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.