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Marketing, Media & Sales Archive

October 1, 1999

Brand Zealots: Realizing the Full Value of Emotional Brand Loyalty

Great brands have fanatical followers who can insure the brand endures. Make sure your biggest fans don't become your greatest enemies.
October 1, 1999

Tailored Marketing on the Internet: Does It Really Capture Customers?

Forget all the hype about "tailored marketing" on the Internet. The Web is just as likely to drive a wedge between retailers and their customers as it is to bring them closer.
October 1, 1999

How the Boston Red Sox Touch All the Branding Bases

You need to win it all to create a powerful brand, right? Think again. This baseball team hasn't won it all since 1918, but fans keep coming back.
October 1, 1999

Channel Champions: The Rise and Fall of Product-Based Differentiation

Welcome to the new era — where companies are known by their innovative channels, not their commoditized products.
July 1, 1999

To Win with Innovation – Kill R&D

Superstar free-agents are the key to product innovation. How can you tap your industry's Michael Jordan?
July 1, 1999

Nonprofit Entrepreneurs: How WGBH Markets Its Brands

This broadcaster has built and leveraged powerful commercial brands, all while keeping a careful eye on its nonprofit mission.
April 1, 1999

MACH 3: Anatomy of Gillette's Latest Global Launch

Can a consumer product be launched globally in a short time? It can if sufficient resources and time are allocated to planning the effort.
April 1, 1999

Five Rules for Winning Emerging Market Consumers

Multinationals need a disciplined approach to selling in emerging markets. They can't launch consumer products with a scattershot approach.
April 1, 1999 How Bricks-and-Mortar Companies Can Make it on Internet

How do you turn your real-estate investments into a thriving Web storefront? Make sure you have a strategic approach to reaching your customers.
April 1, 1999

How Mondavi Is Growing around the World

Joint ventures can hold the key to expanding globally, introducing new product lines and leveraging brand capital. But it takes good relationships - and patience.
January 1, 1999

The Battle for Your Attention

What entertainment companies must do to profitably capture audiences.
January 1, 1999

Changing Channels In The Automotive Industry: The Future of Automotive Marketing and Distribution

The business of selling cars is changing. New competitive rules will apply. With these changes comes a shift in power.
January 1, 1999

How I.D.G. Builds Knowledge-Based Brands on Seven Continents

This publishing and research company creates high-performance brands in country after country. It does so by sticking to its entrepreneurial roots.