Brand Leadership

"The brand manager's goal was to see the brand win, even if winning came at the expense of other brands within the firm."

"Too many brands drift aimlessly and appear to stand for nothing in particular."

"Some people succumb to the "tagline trap," the belief that the brand identity should be captured in a three-word phase."

"The brand is a friend to its customers. But what kind of friend is it?"

"One common role of a subbrand is to extend a master brand into a meaningful new segment—as, for example, Ocean Spray Craisins stretches Ocean Spray from juice to snack foods."

"Brand architecture is the vehicle by which the brand team functions as a unit to create synergy, clarity, and leverage."

"The key task of a successful sponsorship is to connect the brand to the event associations, and this task becomes much easier and more cost-effective when the brand is an inseparable part of the event itself."

"The Web offers a depth of information that cannot be found anywhere else."

"To build strong brands, the execution needs to be brilliant in all respects; good isn't good enough."

"A blind stampede toward a global brand can be the wrong course and even result in significant brand damage."