We’ve heard it too many times: All the top professionals prefer this particular brand (and therefore it’s the best). It’s a unique position in the brand ranking hierarchy to be the brand preferred by the best. Then you don’t have to remind your customers that you have something …Read More »
Welcome to my blog: 'Ideas for the Corporate World'
For decades, management books have described how the world’s biggest brands have achieved dominance and captivated consumers worldwide. We have heard tales from Coke, Intel, Apple, McDonald’s, Procter & Gamble and other prominent players. Their work has been both glorified and vilified, but almost all of us have …Read More »
The diesel emissions falsification disaster is a difficult case for Volkswagen because many fundamental brand values and beliefs towards VW have been damaged. Greed, arrogance, dishonesty and product deception were not at all a part of VW’s brand image in the past. But now, these negative traits have …Read More »