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 / Fall 2003 / Issue 32(originally published by Booz & Company)


Reality Is Perception: The Truth about Car Brands


Evan Hirsh ([email protected]) is a vice president of Booz Allen Hamilton based in Cleveland. He specializes in strategic marketing, business unit strategy, and performance improvement for consumer and industrial companies. Mr. Hirsh is coauthor, with Steven Wheeler, of Channel Champions: How Leading Companies Build New Strategies to Serve Customers (strategy+business/Jossey-Bass, 1999).
Steve Hedlund ([email protected]) is a vice president of strategic planning and new business development for Fortune Brands Inc. Previously, he was a principal with Booz Allen Hamilton, focusing on organizational and strategy-based transformation for automotive, aerospace, and industrial companies
Mark Schweizer ([email protected]) is a senior associate in Booz Allen Hamilton’s Cleveland office. He focuses on product, sales, and marketing strategy for automotive OEMs and suppliers.
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