Stretch Brand

From Microsoft to Apple, and many non-technology companies in between, I’ve spent my career creating or re-shaping brands and developing positioning strategies. Much has been written about business brand development, but less about building sustainable personal brands and defining how you are positioned. Why? Because effective personal brand development is a highly nuanced activity, and hard to adhere to without strong internal resources, clear and balanced ambition, and sustained personal commitment.

It’s one thing to say, here’s a hot company or…

What does brand management do? That is, what is the power of brand management? In the business world, what separates your business from the opposition that faces you and challenges for your market share, ownership and consumers? Yes, you heard me right – your own particular brand. Your own brand separates you from the competition and his brand and this is a key point. You need a particular branding and from this flows brand management. This business education article will…