Slouching Toward Brand Accountability

By James R. Gregory, Founder and CEO CoreBrand
Many departments within a corporation will argue the need for accountability in marketing, but none steps forward to take ownership of how to account for brand equity.
Theoretically, the CEO is responsible for the value of the corporate brand. Unfortunately, it is a rare CEO who understands how brand [...]

Put the Brand on the Balance Sheet

The idea of putting the corporate brand on the balance sheet is an audacious proposition. One that can revolutionize marketing, change the role of everyone responsible for the health of brands, and make the US more competitive in the world.

“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 [...]

BRANDS! Stand Up and be Accountable!

“SEC Moves to Pull Plug on U.S. Accounting Standards” was the headline in The Wall Street Journal’s cover article, August 28, 2008. What does it mean for branding? A bonanza!
The implications for this change are huge because present U.S. Accounting Standards currently do not account for improvements made to the brand. Because this lack of [...]

A new, cool Wal-Mart?

by Andrew Bogucki, Principal, Creative Director CoreBrand
Retail monolith Wal-Mart has taken the plunge and changed its identity. While I’m specifically referring to the logo and the design elements that support it, it seems to be an indicator of an identity shift in the more universal sense.
While highly profitable, perceptions of the world’s richest company have [...]