Tag Archives: corporate brand

A Brand Opportunity Hidden in Plain Sight

If a marketer were handed a new brand to use in their marketing mix that wouldn’t impact their budget, how much would it increase the ROI of their marketing?  What if a sales leader was given an innovative tool that … Continue reading →

How Well is Your Company Leveraging the Modern Brand Portfolio?

What do you do when your company’s product just got leapfrogged by your nearest competitor? Not long ago I was asked by a senior executive to speak to the company’s 700+ salespeople who were being challenged to sell against a … Continue reading →

Corporate Brand – A Framework for Developing a Corporate Relationship Strategy

Success in business is all about relationships. The ability to leverage key relationships is an outstanding performance driver for all successful businesses. There are many relationships that impact an organization’s performance: relationships with employees, customers, distributors, strategic partners, prospective customers, … Continue reading →

Companies Became Brands

The next phase of evolution for the broadening of brand as a management discipline became evident to me as our assignments expanded to address brand management at the corporate level of large organizations. The focus of these assignments revolved around … Continue reading →