New Life for Tired Brandsby Nikhil Bahadur and John JullensHow to discover the dormant vitality in an old product line. Illustration by Lars LeetaruWhen the last Ford Taurus rolled off the production line in October 2006, it seemed to mark the end of one of the automotive industry’s truly iconic brands. The sedan, which 20 years earlier had revolutionized car design by embracing a more aerodynamic, jellybean form, had been the top-selling car in the U.S. throughout the early 1990s, beating even such formidable overseas competitors as Toyota’s Camry and Honda’s Accord........

Why Wait for Trouble?by Kenneth W. Freeman7/26/07Answering three vital questions can help keep the turnaround specialists away. Illustration by Lars LeetaruToday, hundreds of businesses are in crisis. In many cases, the numbers are going south — profitability, cash flow, and even revenues are declining. Or the numbers may be stable, but the company habitually fails to meet the needs of its customers. Or there may be ethical problems that have led to government fines and compliance monitoring, so that the company must receive regulatory approval before making major s.......

Creating the Brand-Driven Business: It’s the CEO Who Must Lead the Way GE, 소니, 홀마크, 인텔, 제록스, P&G, IBM. 이들 기업들 중 몇몇은 B2C 시장을 지배하고 있다. 다른 회사들은 B2B 시장을 지배하고 있다. 그들이 공통적으로 가지고 있는 것은 그들이 큰 회사이거나 혹은 그들의 브랜드가 굉장한 양의 자산을 가지고 있다는 것만은 아니다. 그들에게 공통적인 것은 소비자들을 통해 그들을 주목하도록 만드는 브랜드 파워를 극대화하는 것이다. 그들은 브랜드를 마케팅 커뮤니케이션의 상징으로써가 아니라 사람들, 장비, 자본과 같은 다른 자산들처럼 보호되고 양육되어야만 하는 중요한 사업적 자산으로써 바라본다. 이들 .......

기자에게 특종이란 어떤 의미일까? 남들보다 빨리 소식을 전하는 것을 의미하는 것인가? 그래서, 남들보다 빠르게 소식을 전하고 나면 그가 얻는 것은 무엇일까? 기자들의 세계를 이야기할 때 항상 특종과의 전쟁이라고 표현을 하곤 한다. 그러나. 생각해보면, 특종이라는 것이 그렇게 중요한가 라는 생각을 갖는다. 기자들에게 특종은 생명이라고 이야기한다. 그럴 수도 있다. 그렇지만, 확인도 안된 것을 마치 사실인양 문자화시키고, 방송을 하고… 그래서 기자들이 얻는 것은 무엇인가? 결국 스스로의 이름. 명예. 그러나, 위의 그림에서 보듯이 최민수의 사건은 과연 특종이었는가? 그래서, 무고한 한 사람은 마치 중죄를 지은.......

Detroit’s Big Three: Car Brands in a Pile-Up byDale Buss February 9, 2009 issue Despite its looming demise, the American auto industry dismissed demands for brand reduction in December 2008. Forced by the federal government into a mea culpa that was supposed to include plans for drastic cost-cutting and other reformative measures, GM was expected to agree to eliminate a handful of its brands. But GM went no further than admitting it should streamline Pontiac, keep Hummer for sale and maybe ditch Saab. Saturn, GM said, faced an indeterminate future—but only in terms of.......

성공적인 브랜드를 만드는데 있어서 CEO의 역할은 절대적이라고 할 수 있다. 단지 CEO이기 때문이 아니라 CEO여야만 하는 여러가지 이유를 이야기하는 White Paper가 있어 한번 옮겨보기로 했다. 오늘은 원문을 올리고, 빠른 시간 안에 번역을 해서 올리도록 하겠다. Creating the Brand-Driven Business: It’s the CEO Who Must Lead the Way GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM. Some of these corporations dominate the business-to- consumer space. Others, business-to-business. What they have in common goes far beyond the fact that they are great companies or the fact that their.......

How Strong is Your Brand? byDenise Lee Yohn February 2, 2009 issue Today’s tough economic climate may cause you to be leery about the prospects of your brand in the coming year. Reduced budgets and shrinking staffs may indeed limit the marketing activity you can plan, but in order for your brand not only to survive but thrive in this economy, you must take action and ensure it remains strong. A weak brand is susceptible to scrutiny by critics, encroachment from competitors and increased pressure from channel partners. In this economy, a weak.......

Rich Donors Give Business Schools New Life by Renée Alexander July 16, 2007 issue Faced with rising costs and insufficient revenue streams, a growing number of Canadian business schools are opting to re-brand themselves with the name of a wealthy philanthropist. At first glance, it appears to be a fairly simple process: a wealthy business person agrees to write a check to a school, their name goes on the building, the school uses the capital to recruit top-notch faculty and improve its programming, and a new brand is born. But it’s more complicated when devising a strategy to promote b.......