Branding
Nov 15, 2005
If employees don't understand and support your brand message, it's doubtful anyone else will either. They have to bring the brand message to life.
Jun 16, 2005
Dow Corning created a low-cost, web-based subsidiary to fend off competitors offering little or no technical support.
Jan 15, 2005
Here are a couple of things you could add to your New Year's resolutions list in order to start updating and strengthening your company’s brand management plan.
Jun 15, 2004
Branding is a daily struggle for large company practitioners just like it is for small company people.
May 15, 2004
In the world of business-to-business marketing communications, the use of symbols to connote brand attributes is a lost art.
Apr 15, 2004
Branding programs should put negative concerns at the top of the list of things to worry about.
Mar 15, 2004
From second tier to world's biggest chemical company, that's the story of BASF.
Jan 15, 2004
If you’re not fighting your battles on the right battlefield, then you’re not doing your job as a business-to-business marketer.
Oct 27, 2003
How Tipton, PA-based New Pig Corporation became the market leader in spill and leak containment.
Sep 29, 2003
Don't miss the opportunity to create focused expectations for your brands with every ad
Sep 02, 2003
Its time to start looking at the value of your brand assets so you can better manage them
Jul 07, 2003
Construction equipment giant Caterpillar lets its personality do the talking.
Jun 09, 2003
How MeadWestvaco made an extra $126 million from an anonymous printing paper in four years.
Mar 17, 2003
Manage your personal brand to enhance your career
Oct 14, 2002
How Hobart turned its food equipment leadership into industry dominance
May 07, 2001
Branding has to be more than skin-deep to create memorable, lasting impressions.
Feb 12, 2001
If you can create preference for a colorless, tasteless, odorless liquid, you can certainly do it for any B2B product or service.
Nov 02, 1999
You can build brand power with something as mundane as a clay brick.
May 08, 1995
Why is it that business-to-business marketing and advertising managers have such a hard time with the concept of brand image? Our consumer counterparts surely don't.