Where are brands going?

In this introduction to six articles that focus on brand strategy, the author argues that though CEOs are now taking on board the importance of brands, it is up to marketers to ensure that implementation is realistic and appropriate.

Where Are Brands Going?

The idea that brands are central to corporate success has by now become a truism. CEOs everywhere are focused on their brands though it is by no means clear that they always know what to do with them or how to...