brand-as-business bit: I recently spoke at CAMEX, the trade show and educational event for the collegiate retailing industry, produced by the National Association of College Stores. My topic was “More Walk, Less Talk: Build Your Brand through Culture & Customer Experience“ and I inspired and taught attendees how to drive their brand promise into their company culture and implement a […]
brand value creation
02.02.10
misleading metrics
Ever since the phrase “you manage what you measure” made its way into the dialogue of corporate America, metrics have played an increasingly important role in the management of businesses. No one can argue the value of timely, detailed, and accurate measures of performance as assessments of effectiveness and guides for decision-making. Yet, which metrics […]
10.05.09
best global brands do’s and don’ts
Now that everyone has had a chance to digest BusinessWeek/Interbrand’s Best Global Brands report, I thought I’d offer some suggestions for how to use the results. There’s a risk that if someone doesn’t know what brand valuation really means or what it’s useful for, the conclusions and implications drawn from the report could be off. […]
Today my series on brand value creation comes to a close with a look at companies’ Learning and Growth. Previous posts have examined how brands create value for companies from the Customer, Financial (2 posts) , and Internal Business Process perspectives. […]
The series on brand value creation continues today with a look at how brands create value for companies in their Internal Business Processes. Although a brand’s ability to create value from the Financial and Customer perspectives is probably the most important, its impact on Internal Business Processes is the most fundamental. […]