Higher education marketing and communication seems harder than ever. Generational disinvestment, demographic headwinds, political dynamics, and never-ending angst over cost and affordability can make for a distressing picture.
Most businesspeople would be pleased to own a profitable business that was a pioneer in its category, had a stellar brand reputation, and generated more than a billion dollars in annual revenue. Yet, in 2012, IBM got rid of just such a business when it sold its retail point-of-sale (POS) business to Toshiba.
Whether the role of brands in people’s lives is for the better or for the worse is a long-running debate. The most influential anti-brand voice of recent vintage is journalist and social provocateur Naomi Klein, who shot to fame on the cusp of the new century with her bestseller, No Logo: Taking Aim at the Brand Bullies, in which she denounced global brands for distorting markets, culture, work and even consumerism itself.
Today on Branding Strategy Insider, we’re sharing ten of the most beneficial books for Chief Marketing Officers (CMOs). These titles hold significance due to their ability to help shape and guide how marketing leaders approach their role, from fundamental marketing principles to innovative growth strategies. We think you will find that each offers a great deal of actionable insights and is well worth your time.
It is always distressing when an iconic, cultural brand-business declines. It is especially distressing when the brand-business is an ingrained part of American history. But, this seems to be the case with Levi’s.
