Big 'G' Identity


Mark Addicks, General Mills

The future of brand identity both depends on and departs from its past, says General Mills CMO Mark Addicks.  An exclusive Q&A interview by Tim Manners.

(pdf) or (text)


Tug of War


Brand Identity Roundtable
A discussion featuring Simon Uwins of Fresh & Easy, Tom Britanik of Clorox, Rita Bargerhuff of 7-Eleven, Chris Heye of Welch's and Masha Sajdeh of Arc Worldwide. (pdf) or (text)

Branding Sales Culture


Joel Nickelsen, Meridian Consulting Group
Recapturing the value of selling skills is critical to building brand identity. By Joel Nickelsen.

(pdf) or (text)

Map The Market


Eric Greifenberger, Henry Rak Consulting Partners
An understanding of consumer behavior frames a brand's competitive advantage.  By Eric Greifenberger.

(pdf) or (text)

The Waterford Effect


Dori Molitor, WomanWise
The ultimate strength of a brand's identity comes from within.  By Dori Molitor.

(pdf) or (text)

Long-Live Brands!


Mitch Blum, Marketing Drive
National brands need to up their game to stay on top.  By Mitch Blum.

(pdf) or (text)

The Shoppers' Perspective


Mack Hoopes, Henkel Consumer Goods
Value-seeking behaviors may transcend demographics.  By Mack Hoopes.

(pdf) or (text)

Brand-Image Boffo


Britt Dionne
A behind-the-scenes look into the making of NetApp’s global brand.   By Britt Dionne.

(pdf) or (text)

Minding the Store


Chris Hoyt, Hoyt & Co.
Shopper marketing must not be subordinated to category management.   By Chris Hoyt.

(pdf) or (text)

Brand the Experience


Al Wittemen, Marta LaRock, TracyLocke
Where would great brands be without the shoppers who buy them?  By Al Wittemen and Marta LaRock.

(pdf) or (text)

Bigger Than Elvis


Walmart
Which brands have the strongest identities?  An executive summary of a Reveries.com survey.

(pdf) or (text)

Pivot Point: Split Screen


Pivot Point
A brand divided against itself cannot stand. Or can it? By Tim Manners.

(pdf) or (text)

Cool News


Cool News
Peet's Sake, Five Guys and Porgy & Bass.

(pdf) or (text)


Cool Books


Cool Books
Becoming Bucky Fuller, Pedaling Revolution and Che's Afterlife.

(pdf) or (text)

The Hub 31

The Hub 29
The entire Jul/Aug '09 issue of The Hub (44 pages), centered on brand identity, including an interview with Mark Addicks of General Mills and 13 other articles. (download pdf)


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