As the Branding World Evolves
This is a guest post by Richard Baker*. In 1956 CBS and Procter and Gamble launched a TV icon soap opera entitled As the World [...]
Brand Guidelines: A Practical Overview (Part 2)
The brand guidelines document summarizes a company’s effort to integrate its visual, verbal and written communication efforts across different mediums and channels. In part 1 of [...]
Brand Guidelines: A Practical Overview (Part 1)
If brand management is part of your job description you know how difficult it can be to ensure the brand message is consistently reflected across internal [...]
Marketing a Challenger Brand
In a previous post I offered a few suggestions on how to market a leading brand. I concluded that the overall objective of the category [...]
Starting a New Business? Here Is Your Marketing Checklist
The idea of starting a business is very tempting for many of us for different reasons: you have a great idea or an opportunity that [...]
The Skills of A Great Marketer
Marketing requires a very complex set of skills. Hiring a good marketer to build a brand and grow a business might be an intimidating task. [...]