Brand logic: a business case for communications

Lawrence McNaughton and James R. Gregory

The goal of corporate leadership at any publicly traded company is to protect and improve the equity of the company.

Brand Logic: A Business Case for Communications

James R. GregoryCoreBrand

Lawrence McNaughtonCoreBrand

AMONG PUBLICLY HELD CORPORATIONSin the United States, financial performance is most often determined by return to shareholders—or improvements to...

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