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Fast Company
September 2000
Alan M. Webber |
Trust in the Future When it comes to brand management, Kevin Roberts says that only two things are wrong: brands and management.   |
BusinessWeek
May 1, 2006
Robert Berner |
Detergent Can Be So Much More P&G's new ads strive to stake out the emotional high ground. |
BusinessWeek
December 3, 2007
Burt Helm |
Struggles of a Mad Man Saatchi & Saatchi CEO Kevin Roberts toiled to make his firm a force among creative agencies. Now - in today's splintered advertising universe - he's scrambling to keep it relevant. |
Fast Company
June 2006 |
Screen Grab Is a brand what we see on the tube, or what we experience? Saatchi & Saatchi's worldwide CEO Kevin Roberts takes on Ogilvy and Mather's executive creative director Brian Collins in this extended debate. |
Inc.
August 2004
Rob Walker |
The People's Marketing Why are more marketers daring to let customers take charge of their advertising? Because if expertise is all about familiarity, then just about everybody in America qualifies as a marketing expert. |
Entrepreneur
February 2005
Kirsten Osolind |
Labor for Love Learn what Valentine's Day can teach small-business owners. |
BusinessWeek
February 14, 2005
Nanette Byrnes |
Branding: Five New Lessons The P&G purchase of Gillette shows that innovation is key, and marketing is more diffuse and personal. Here are lessons from classic companies and upstarts alike, all thriving by managing brands differently than companies did in the heyday of the mass market. |
The Motley Fool
November 6, 2007
Saibal Saha |
The Power of Global Brands Corporate brands provide tremendous marketing leverage, however, a company that has a lot riding on its brand runs the risk that one unfavorable issue will affect the entire business. There are pros and cons to this strategy. |
Wired
November 2004
James Surowiecki |
The Decline of Brands There's something strange going on in branding land. Even as companies have spent enormous amounts of time and energy introducing new brands and defending established ones, Americans have become less loyal. |
HBS Working Knowledge
February 5, 2009
John Quelch |
In Praise of Marketing Marketers do a surprisingly poor job of marketing the importance of marketing. Here is the story that needs to be told. |
Fast Company
August 2004
Linda Tischler |
The Good Brand Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too. |
Fast Company
February 2002
Scott Bedbury |
Nine Ways to Fix a Broken Brand The marketing excesses of the past few years left broken pieces scattered across the branding landscape. As a result, many companies are left with bogged-down, boring -- even dying and dead -- brands. Now take a look at your brand: Do you know what's broken? Do you know how to fix it? |
BusinessWeek
August 1, 2005
Berner & Kiley |
Global Brands The companies that best built their brand images, and made them stick. |
BusinessWeek
August 4, 2003
Gerry Khermouch |
America Has Image Woes, Not Its Brands Despite foreign fears of the country's go-it-alone attitude, the impact on its iconic product names has been negligible. |
BusinessWeek
July 12, 2004 |
At P&G, It's All About Targeting Consumer-product giant Procter & Gamble's global marketing officer explains why its ability to "embrace" the new diversity of media "is really exciting" |
CRM
October 6, 2015
Oren Smilansky |
DMA's & Then 2015: Marketing Authenticity Is Central to Brand Success To connect with customers, companies must communicate mission statements that resonate. |
