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.
"Great mix of technical info and real life experience to justify it. Easily the best guest lecture I’ve had in college. So relevant and informative."— Student at Villanova University after AEF sent speaker from BBDO