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Earlier this week, I spoke on “Gaining the Competitive Edge: How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets” at the Marketing Forum. The workshop outlined the “brand as business” management approach — that is, the deliberate and systematic management of the business around the brand — thinking of the brand [...]
the joy of cola
by denise lee yohn
on January 27, 2009
· 1 Comments
· in brand communication, brand tools, marketing
There’s been a lot of discussion about Pepsi’s new campaign – most of it negative — so I wanted to offer a different point of view.
I recently posted about how I see 2009 as a great time for brand-building. I declared, “Rather than fretting over limited marketing budgets and skyrocketing media costs,
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