You can’t have a strong brand without a strong business
Wednesday, June 24th, 2009While Professor Joe Plummer and I may not see eye to eye on everything (see my post on the definition of engagement), there is one thing we definitely agree on: an enterprise can achieve optimal results only when its business and its brand are aligned to work in synergy. When business and brand are out of synch (as happens all too often), the return to the company and shareholders is compromised.
Joe and I participated in a panel discussion on global branding at the NY AMA’s session last week. The third panelist was Trena Blair, vice president at American Express. The session was hosted by Randall Ringer, co-founder and chief strategy officer of Verse Group, whose coverage of the event can be found here.



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