The concept of “brand” and the practice of “branding” have become two of the most misunderstood terms in today’s business lexicon. A corporate branding strategy involves more than just leveraging the all-encompassing corporate name and what it stands for across a multitude of products and services. It requires a mindset...
A Branding Strategy Horror StoryRE: A Branding Strategy Horror StoryA smart reader just emailed me this reponse:I think you've confused strategic execution and strategic planning. Businesses should have a well-defined and understood strategy, generally the simpler the better, and you're right when you say corporate politics often prevents everyone aligning...
Branding strategy enables your company to measure and change perception that affects buying decisions, employee morale, and investor confidence. Here are five things every manager needs to know about branding strategy. by Steve Tobak
The notion that that you can gloss over crappy products, lousy management, or bad numbers with a cool logo is ludicrous. Here's the honest truth: the only way to change your "brand perception" is to: 1) Offer great products and services, 2) Treat your employees well, and )3 Manage...
In this morning's post "Branding Strategy = Marketing Boondoggle" I explained exactly that branding strategy is mostly an excuse to waste marketing money. To illustrate the point, here's a real-life horror story. In the late 90's, Ken Fitzpatrick, the CMO at Computer Associates, spent $100 million on...
EL SEGUNDO, Calif. -- Murad, Inc. recently announced the promotion of Tracey Sameyah to the post of Global General Manager of Murad Professional. In this position, Sameyah will be responsible for creating global trade strategy and providing a consistent, cutting edge message in the areas of sales, education and marketing...
DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/research/5534bc/gulf_oil_limited_p) has announced the addition of the "Gulf Oil Limited Partnership - SWOT Analysis" company profile to their offering. The Gulf Oil Limited Partnership - SWOT Analysis company profile is the essential source for top-level company data and information. The report examines...
Redesigned Corporate Identity Reflects CyDex's Strategy to Become a Leading Specialty Pharmaceutical Company Focused on Hospital Acute Care LENEXA, Kan. -- CyDex Pharmaceuticals, Inc. today introduced a new corporate logo and unveiled an enhanced corporate website as part of a strategic re-branding to reflect the company's transformation into...
BOULDER, Colo. -- The Sterling-Rice Group, one of the nation's leading brand strategy and marketing communications firms, recently hired Dan Burak as its Business Development Director. Burak, who most recently served as a Senior Strategy Associate at a brand strategy and communications firm, will be responsible for identifying...
HST Global, Inc. Announces New Strategy for Treating Cancer and Other Life Threatening Illnesses HAMPTON, Va. -- HST Global, Inc. (OTCBB: HSTC), an integrated biotechnology and wellness company, today announced plans for the first quarter fiscal 2009. The growing acceptance of alternative cancer treatments worldwide has...
Nitro PDF Software, the company thatrevolutionized the PDF space with its launch of the first true alternativeto Adobe® Acrobat®, today announced the release of the long-awaitedGerman version of the Nitro PDF website. Partnering with Mediaphor, acompany with over 10 years' experience in distributing and supportingsoftware in Germany, the new German...
New VP brings digital marketing experience, in-depth knowledge of WebTrends solutions PORTLAND, Ore. -- WebTrends Inc., a leading provider of web analytics and online marketing solutions, has added Jascha Kaykas-Wolff as vice president of marketing. A former WebTrends customer, Kaykas-Wolff now oversees all WebTrends marketing, including overall strategy,...
Former Agency Heavyweight Brings Amazing Talent and Expertise to the World's Leading Mobile Marketing and Advertising Specialist CHICAGO -- The Hyperfactory - a full-service mobile strategy, media and execution company - today announced that one of the brightest lights in mobile marketing and advertising, the talented Angela Steele,...
SAN DIEGO -- For nearly 60 years, Jack in the Box[R] restaurants has been a leader in menu innovation. It was the first quick-serve chain to offer a breakfast sandwich, a portable salad and a 100% Sirloin Burger. To help keep Jack on top of the fast-food pack, today the...
This holiday shopping season offers an unusual half-price sale for investors: the stocks of most of the retailers. Even some of the proudest brand names are suffering due to the nation's reduced personal wealth, tight consumer lending and weakening job market. At some point,...
LOUISVILLE, Ky. -- Yum! Brands Inc. (NYSE: YUM) announced that its Board of Directors approved a dividend of $0.19 per share of common stock, which will be distributed February 6, 2009, to shareholders of record at the close of business on January 16, 2009. Yum! has nearly quadrupled...
The Strategy Institute and MediaTile , a world leading provider of cellular digital signage solutions, today announced that the majorityof industry leaders and luminaries attending the Fourth Annual "BuildingYour Digital Signage Business" Summit agree that the industry will sustainstrong growth in 2009 and 2010 despite the...
FARMINGTON HILLS, Mich., Nov. 21 /PRNewswire/ -- General Motors CEO Rick Wagoner's refusal to consider bankruptcy as an option is substantiated by the results of a recent Morpace Omnibus Study. David Myhrer, Vice President of the Morpace Automotive Brand Strategy Practice, said the study shows that consumers...
TELECOMWORLDWIRE-21 November 2008-France Telecom to open negotiations for Orange license in TogoC1994-2008 M2 COMMUNICATIONS LTD http://www.m2.com France Telecom, a telecomms operator and the owner of the Orange mobile brand, announced on 19 November that it has signed a memorandum of understanding with the Togolese government which opens up...
Chembio Diagnostics, Inc. (OTCBB: CEMI)("Chembio" or the "Company") has completed the first shipment of productsbased upon its patented Dual Path Platform or DPP® product technology.This shipment represents a significant milestone for the Company'sstrategy to develop OEM and branded products utilizing its Dual PathPlatform technology and its development, regulatory and...
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