Shakespeare may have once asked, “What’s in a name?” and generally I subscribe to the notion that selecting the right brand name isn’t as important as developing the right associations for it. But sometimes names really matter — and they definitely do in the case of professional associations if they want to close the association […]
Gary Shapiro on CTA rebrand
Join the exclusive list of CEOs, entrepreneurs, and other business leaders who receive Denise’s email briefings on brand leadership and receive a free chapter from Denise’s new book — FUSION: How Integrating Brand and Culture Powers the World’s Greatest Companies. Sign-up using the form below. You can opt out of the briefings at any time by clicking on the Unsubscribe link at the bottom on the emails.