Brand Management and Business Strategy
Creating a successful brand management system
Ian Ryder, Hewlett-Packard Company
Companies that do not understand the connection between brand management and business strategy will always be struggling to keep up, will find it difficult to attract shareholders over the long-term and simply will not survive. Direct and predictive as this might seem (short articles are not the place for discursive rhetoric) it is true. Take an example from a company in my own industry, Digital Equipment Corporation. Just ten short years ago, they were riding the crest of a wave as the...