Time to turn my attention to brands once again, after all the chaos and confusion that Trump’s tariffs have caused from the start of this year. I must say, though, that if companies have to raise prices of their goods in the US and elsewhere, it ought to be because of a superior dimension to… Continue reading Hardwiring Brands into Products and Services
While the connection between product sales or revenue and corporate performance is obvious and better understood in the world of business, the connection between brands and company performance is not so clear. This is because it is not a direct one. A recent post on LinkedIn and a comment to the post – to which… Continue reading Exploring the Connection Between Brands and Corporate Performance
Sometime during the Covid-19 pandemic – not a great time for wining and dining, or travel and socialising – I had put my thoughts down on a corporate brand strategy for Pernod Ricard, the world’s No. 2 wines and spirits company. I wrote and shared this on my blog along with corporate campaigns for the… Continue reading Pernod Ricard and Seagram: Reconsidering the Brand Relationship
In today’s corporate world, well-diversified companies with interests in several businesses abound. It is part and parcel of most companies’ growth strategies. Yet, we also find cases of companies shedding non-core assets every decade or so, in order to improve their financial performance, but equally to focus on their core competencies. In fact, both sets… Continue reading What Makes a Well-integrated Corporate Brand
Peripatetic Perch 