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Brands without Borders
Jaimie Seaton, The Marketeer
August 01, 2004
'THINK GLOBAL ACT LOCAL' has long been the mantra of community-based organizations. Now marketers of global brands are borrowing that mantra and making it their own. Increasingly, the paradigm is shifting from a top-down marketing approach towards one that is more localized. Even the largest conglomerates are empowering their local offices to make marketing decisions 'on the ground'.
What's In a Name?
Bobbie Gossage, Gruner + Jahl Publishing
July 2004
The best brand names are fun to say and make people want to do business with you. Does yours measure up?
Naming Products Is No Game
Karen E. Klein, BusinessWeek Online
April 9, 2004
For advice, big businesses often turn to consultants such as David Placek, whose insights can also help smaller outfits.