Category — Brand Management

Creating community and higher purpose will elevate our brands in the 2010s. By Dori Molitor.
(pdf) or (text)

Integrated Selling drives bottom-line sales and better brand performance. By Paul Kramer.
(pdf) or (text)

Tony Hsieh whips up a happy culture and enviable loyalty for Zappos.  An exclusive Q&A interview by Tim Manners.

(pdf) or (text)

Roundtable with Richard McDonald of Fender, Steve Rotterdam of DC Comics, Peter O’Reilly of the NFL, Joe Dobrow of Sprouts and Spencer Hapoienu of Insight Out of Chaos. (pdf) or (text)

Embrace strategic planning as the great opportunity to build loyalty that it is.  By Jim Doucette.
(pdf) or (text)

Marketers can help build strong shopper-strategies six ways. By Chris Hoyt. (pdf) or (text)

Loyalty grows when brand values and strategy align.  By Scott Osman. (pdf) or (text)

Brand rituals build loyalty and drive growth.
By Zain Raj. (pdf) or (text)

The entire Nov/Dec ’09 issue of The Hub (52 pages), centered on loyalty, including an interview with Tony Hsieh of Zappos and 12 other articles.

(download pdf)

Are you up for the challenge of open branding?   By Alexander Do.

(pdf) or (text)

New research uncovers keys to successful digital-media integration. By Jim Garrity and
Kerry O’Connor.

(pdf) or (text)

Television is alive and well for advertisers who innovate and collaborate. By Cindy Jolicoeur.

(pdf) or (text)

The entire Sep/Oct ’09 issue of The Hub (40 pages), centered on emerging media, including an interview with Michael Mendenhall of Hewlett-Packard and 13 other articles.

(download pdf)

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)

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

(pdf) or (text)

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

(pdf) or (text)

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)