Corporate Strategy - Branding Strategy Insider

Corporate brand strategy is a potentially strong tool for re-aligning a corporate strategy and ensures that the corporation – big or small – is leveraging adequately on the un-tapped internal and external resources.
BP: The Perils Of Prematurely Making A Brand Promise

Let’s address the elephant in the room that appears when we talk about the global energy company BP: the tragic Deepwater Horizon incident and the 2016 Hollywood movie of the same name that describes itself as “based on true events.” The movie generally sticks to what actually happened on April 20, 2010, when an oil rig owned by BP exploded in the Gulf of Mexico, killing eleven people, injuring many more, and creating an environmental...

Clarity On Corporate Values, Missions And Ideals

A couple of weeks ago, I attended a meeting at a private bank in Beijing, China. I had taken a copy of my book, The Global Brand as a gift, but that proved unnecessary. Not only had our contact already bought a copy, he had also bought a copy of Jim Stengel’s Grow. And subsequent questions not only proved he had read the books, but he was already actively trying to apply the learning to his...

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