Some months ago, I wrote about the brand value of national reputation. Nations can be brands themselves, and the value set attached to these concepts can be used by brand builders. A key example was Switzerland. Let’s rethink the Swiss brand in light of recent events. In the U.S., first it was Pan Am, now […]
Read MoreFive years ago, you were likely to be asked, “What’s your Internet strategy?” Today’s question is, “What’s your channel strategy?” If within 30 seconds you can summon up a reasonably sound answer to this question, forget about reading the remainder of this article. If you can’t, reading on might be worth the effort. One of […]
Read MoreOver the past five years we’ve witnessed the birth of an unsurpassed number of brands. Not surprisingly, most of these have been born online and christened with a “.com” suffix. And most of these have been sources of amazement to me. Dot-coms have launched some really innovative products that reflect new ways of thinking, and […]
Read More