By Matt Haig
How the World’s Top 100 Brands Thrive & Survive
Brand success=business success. A simple equation, but as no two brands are the same, identifying what those winning qualities are is not easy. And given that the whole point of branding is to create a distinct identity, it’s absurd to look for a single magic formula.
Read Chapter 5: Muscle Brands
Brands discussed include IBM, Wal-Mart, McDonald’s, Nike, Starbucks, and Microsoft.
Chapter 5 from Brand Royalty by Matt Haig, ISBN: 978 0 7494 4826 4 published by Kogan Page, $19.95. Copyright Matt Haig, 2004. Reproduced by permission of Kogan Page. Visit Kogan Page for more details.
Copyright © 2004, Matt Haig. All rights reserved.
"The new generation of talent is not hierarchical, and does not think of their job as work."— Gord McLean, President and CEO at Advertising Educational Foundation