All articles by Glenn Rifkin
How the Boston Red Sox Touch All the Branding BasesOctober 1, 1999 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.
by Glenn Rifkin
Nonprofit Entrepreneurs: How WGBH Markets Its BrandsJuly 1, 1999 This broadcaster has built and leveraged powerful commercial brands, all while keeping a careful eye on its nonprofit mission.by Glenn Rifkin
MACH 3: Anatomy of Gillette's Latest Global LaunchApril 1, 1999 Can a consumer product be launched globally in a short time? It can if sufficient resources and time are allocated to planning the effort.
by Glenn Rifkin
How I.D.G. Builds Knowledge-Based Brands on Seven ContinentsJanuary 1, 1999 This publishing and research company creates high-performance brands in country after country. It does so by sticking to its entrepreneurial roots. by Glenn Rifkin
Post-Merger Integration: How I.B.M. and Lotus Work TogetherJuly 1, 1998 To create a successful merger requires respecting each partner's differences. It also requires procedures for settling disputes and integrating workforces strategically.by Glenn Rifkin
Competing Through Innovation: The Case of BroderbundApril 1, 1998 As product life-cycles become shorter, the ability to innovate becomes a more important factor. But how do you innovate consistently? And how do you manage creative people whose jobs require them to "think differently"? Broderbund shows the way.
by Glenn Rifkin
How Harley Davidson Revs Its BrandOctober 1, 1997 Harley-Davidson has been able to build a community of enthusiasts around its brand that includes members from very diverse groups, and with almost no advertising. How does the king of heavyweight motorcycling keep its fans so loyal? It gives them a reason to "belong." by Glenn Rifkin
How the National Basketball Association Put the Bounce in BasketballJuly 1, 1997 Once a purely American sport, basketball has been transformed by the N.B.A. into a global phenomenon. What marketing lessons does the N.B.A. teach? If you promote it, the fans will come.by Glenn Rifkin
Growth by Acquisition: The Case of Cisco SystemsApril 1, 1997 Cisco Systems plans to dominate its market and is well on the way, having acquired 14 companies since 1993. While many acquisitions bring with them attendant stress, Cisco has more than doubled its sales and net income in 1996. The secret: not just buying, but finding organizational synergies prior to the purchase.by Glenn Rifkin
How to "Truck" the Brand: Lessons from the Grateful DeadJanuary 1, 1997 Sound marketing principles from an unlikely source, the Grateful Dead rock group. Jerry Garcia and his fellow musicians emerged from the non-materialistic counterculture of the 1960's to create an exceptionally strong and lucrative brand name that has stood the test of time, and even Mr. Garcia's death in 1995. The basis of the Grateful Dead brand was the group's sustained personal relationship with its customers, derived from an unusual dedication to playing its distinctive and improvisational music at live performances.by Glenn Rifkin
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