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 as the […]

Next week I’m speaking at The Marketing Forum, a national conference for Chief Marketing Officers and brand managers.  My talk is on “Gaining the Competitive Edge:  How Companies Drive Business Growth by Operationalizing Their Brands without Huge Marketing Budgets.” […]