Category: Perspectives

We think about brands and their impact on business…all day, every day. About the issues, the trends, the opportunities. About how the world is changing and what it takes for clients to succeed.

  • The Best of Branding: Best Practices in Corporate Branding

    The Best of Branding: Best Practices in Corporate Branding

    by James R. Gregory

    In The Best of Branding, branding pioneer Jim Gregory publishes –for the first time ever–findings from his revolutionary Corporate Branding Index®. This index, which for more than a decade has compiled branding results from more than 1,000 companies, is today’s most influential and exhaustive database on what works, what doesn’t, and why.

    In-depth interviews with the executives responsible for today’s most dominant brands discuss best and worst strategies for building a durable brand. Companies profiled include AFLAC, Harley-Davidson, Johnson And Johnson, General Electric, Southwest Airlines, and more.

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  • Branding Across Borders: A Guide to Global Brand Marketing

    Branding Across Borders: A Guide to Global Brand Marketing

    by James R. Gregory

    Establishing and managing a global brand­­ is made more challenging by the cultural, political, and economic differences that exist among the world’s consumers. Branding Across Borders addresses the issue of global branding head-on, going beyond the brand itself to address how a corporation must fine-tune its own organizational structure before it can effectively extend and manage its brands in the global marketplace.

    Branding Across Borders offers key insights on developing a powerful, memorable global brand strategy. Executives of all levels can look to it for:

    • A 10-step strategy for communicating a brand in an interactive world
    • Examples of successful global branding as practiced by today’s leading international marketers
    • Key insights from the Corporate Branding IndexTM­­ an annual survey designed to spotlight vital branding practices and statistics

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  • Marketing Corporate Image

    Marketing Corporate Image

    by James R. Gregory

    A finely honed image is essential for positioning a company for maximum growth and is a powerful marketing asset. Marketing Corporate Image will help your students learn how to get the most impact from an image advertising budget.

    It includes tips on integrating websites and other media into corporate marketing efforts, and it provides recent case studies and examples of successful image advertising campaigns from well-known companies including General Electric, GTE, Xerox, and Eastman Kodak.

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