Business leaders are over-educated. Never have I seen so much advice offered to executives about how to do things right. There are hundreds of business management books and over 2000 titles alone in marketing.
The number one reason branding projects fail is lack of CEO support.
Fortune Brands, known for its distilled spirits, home and security and golf brands is breaking up to be sold off as divisions. The strategic intent from two consecutive CEOs was to maximize the value of the corporation as a holding company – thus providing sound reasoning for a long-term cohesive corporate brand.
“You can’t beat somebody with a nobody” is the old political axiom, and it applies to marketing, too.
On a wet and windy Manchester afternoon in 2001, Sir Roland Smith, chairman of Manchester United plc, welcomed analysts and journalists alike to Old Trafford.
