Branding Breaks Through Middle Management Bottleneck - @ Issue

Middle managers are like waiters shuttling between the kitchen and dining room as the intermediary delivering the restaurant’s “brand.” In a corporation, middle managers deliver the company’s brand while managing a workforce charged with its tactical execution.

“Dead Brands Walking …”

By James R. Gregory, CEO CoreBrand
Many corporate brands are being damaged or destroyed by the current economic crisis, but it is through no fault of the brands themselves. Even strong brands that help support the reputations of corporations in difficult times can be overwhelmed by mismanagement or financial conditions beyond the ability of the brand [...]

AIG - The very Definition of a Brand Crisis

James R. Gregory, CEO CoreBrand
The clever and consistent AIG corporate advertising campaign in recent years, before the collapse of the firm’s credibility, could not and did not outweigh the management decisions that caused the damage. Corporate brand campaigns can be powerful tools to support visionary leaders, but the best campaigns cannot overcome bad business decisions [...]

Wally Olins - Old School Thinking about Brand Valuation?

by James Gregory, CEO Corebrand

I was stunned to read Wally Olins’ recent article, denying that brand measurement and valuation isn’t an important part of brand building.
I thought the days of brand value ignorance were twenty years in the past. Yet, in this article he said, “The brand valuation process ignores tempest, turbulence and volatility.” Sorry, [...]