Interviews
Nov 15, 2004
The hottest and most perplexing term in branding these days is so-called brand valuation, or how to measure the contribution a brand makes to a company’s overall performance. I caught up with branding pioneer Jim Gregory, CEO of CoreBrand (Corporate Branding LLC based in Stamford, Conn.) recently, and asked him about the subject.
Aug 30, 1998
Now that most companies have experienced the thrills and anxieties of first generation website development, I thought it might be interesting to consider how things are changing as they move beyond that starting point. I talked recently with Paula Savage, a website design veteran based in Houston. Paula is president...
Jun 23, 1997
It was June, 1969 when Jack Trout wrote his first article on "positioning" for Business Marketing magazine (then called Industrial Marketing). Today, after almost 30 years, he has become one of our industry's most prolific authors, lecturers and business counselors. I tracked him down recently to find out how things...
Dec 02, 1996
For those of us hoping to ease into retirement before new media and computerspeak make this business totally unintelligible to anyone but geekish techno-wizards, I have encouraging news: One of our leading high tech practitioners felt that way, too, not so long ago. I had the opportunity to visit recently...
Nov 18, 1996
I had the opportunity to spend several hours recently with legendary ad warrior George Lois as he prepared to speak to the Houston AMA Chapter. It was a rare treat. Lois pulls no punches, and many of his strongly held beliefs are off-putting to AMA member disciplines. For example, "a...