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Brand Strategy

Below are a series of articles about brand strategy, trends, opportunities for brand development and crisis management.

Most, appearing first on the website -

What is a Brand?
"Your brand is the set of promises, values and attributes that you, your company, your employees give in every interaction with your target markets and audiences. Everybody is their own brand."

-- David Liss
"A brand is a mental imprint based on everything you do. Your logo and/or your tagline are just small pieces of your brand. A brand can also be seen as your "story"-how you are distinct (from your competitors) and the experience you deliver."
-- Karen Post, author of Brain Tattoos, Creating Unique Brands that Stick to your Customers' Minds.

The world's only online exchange about branding.

Brandchannel.com offers a global perspective on brands, challenging viewers to think about the important issues affecting brands both now and in the future.

Brandchannel.com provides an open exchange on the subject of brands and branding from practitioners around the world.

Brandchannel.com publishes original branding content, with an independent, unique voice for an audience of both people new to branding and leading global brand experts.

Putting Out the Fire: Managing Through Crisis

WWE
get the 'F' out
by Dave Liss
November 11, 2002 issue

What is the biggest, baddest, longest-running soap opera targeted at men? World Wrestling Entertainment – or formerly, the World Wrestling Federation, which was formerly World Wrestling Federation Entertainment, and then formerly again, Titan Sports.

Evelyn O'Gilvie
finds her calling
by Dave Liss
June 2, 2003 issue

Evelyn M. O'Gilvie has one hell of a title -- unusual in length and theme. Her role does not exist in many companies, yet it reflects the rapidly changing demographics of an increasingly multicultural society like the US.

As director of multicultural brand management and marketing communications, Evelyn manages the development and enhancement of the Verizon brand for ethnic communities across the US. Her work involves developing integrated communications strategies, plans and programs for customers in minority communities. This means that she is developing content for TV, radio, bill inserts (for newspaper and post) -- in short everything the customer sees, reads or hears about the telecommunication services of Verizon. The objective is to make current and potential customers in various ethnic and minority communities feel good about the Verizon brand and service offerings.