Simple brand strategies often neglected by even the most earnest marketers.
Co-written by David Wenger and Dave Shaw in 2003. Still relevant today.
There are a thousand theories for how to strengthen your brand, and most of them have worked at one time for some company, or they wouldn’t have found their way into someone’s book on brand building.
But how much of what you read in the marketing press is really applicable to your industry, particularly if you are a technology or manufacturing company? Can the lessons learned from Starbucks brew success in the oil and gas equipment business, for example? The answer is both yes and no.
Over the years we’ve consulted with dozens of companies, such as JSR Micro, KLA-Tencor and Samsung Austin Semiconductor, that operate well beyond the “fun zone” of brand marketing. Our approach is based on integrated marketing—the principle that “everything communicates.” Continue reading “Six terribly boring ways to make your brand sizzle.”
Ernest Auerbach knows his way around the corporate world, including the carnage that often follows after a merger. As a corporate general manager with a global portfolio of senior positions from Xerox and CIGNA to New York Life and AIG, he has seen the ugly when, in his vivid words, “mergers trumpeted as made in heaven end up in hell.”