In Search Of Brand Accountability
July 9, 20103 min
Many departments within a corporation will argue the need for accountability in marketing, but none steps forward to take ownership of how to account for brand equity.
NEW THINKING
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July 2010 - Page 2 of 2 - Branding Strategy Insider
Comcast Makes Classic Marketing Mistake
July 6, 20106 min
Comcast is in the process of rebranding some of its offerings to “Xfinity,” although the company name will remain Comcast.
Marketing Lessons Continue To Flow From Apple
July 5, 20104 min
Look at how the company executes a pre-launch strategy to build anticipation and generate awareness. Examine closely how Apple uses its retail partners to make the launch events an actual occasion rather than just the start of availability.