• » Finding New Paths to Growth by Managing Brand Portfolios Well

  by Rick Wise and Simon Glynn

• » Strategic Branding for M&A Success

  by Simon Glynn and Suzanne Hogan

• » Building a Brand on the Touchpoints That Count

  by Suzanne Hogan, Eric Almquist, and Simon E. Glynn

• » Maximizing Returns from Brand Spending

  Simon Glynn and Stephen Brien

• » Keeping the Customer (Profitably) Satistfied

  by Simon Glynn and Ewan Jones

• » Brands Through People

  by Simon Glynn

• » The Ultimate Intangible: Measuring and Managing Brands as Strategic Assets

  by Kenneth Roberts and Eric Almquist

• » From Chaos to Constellation: Creating Better Brand Alignment on the Web

  by Eliot Phillips

• » The Satisfaction Payoff: You Can Make a Profit and Satisfy Customers—If You Know What They Want

  by Simon Glynn and Ewan Jones

• » Economics' Gift to Marketing: Understanding Demand Before It's Too Late

  by Eric Almquist

• » Nexperiment™: Optimizing Online Performance

  by Eric Almquist

• » Spin-off Spin: Lessons Learned About Brand Management

  by James Bell

• » Before Bouncing Back, Ask Pointed Questions

  by John Allen

• » The Board's Role in Protecting the Corporate Brand

  by Kenneth Roberts

• » Foundation For a New Business

  interview with John Allen

• » Managing Image in a Dynamic Corporate Environment

  By Kenneth J. Roberts

• » Using Experimental Design to Improve Marketing ROI
• » Employee Communications Can Affect a CEO's Health

  By Kenneth J. Roberts

• » Brand Risk Management:
  Why Brands are Becoming More Valuable and More Vulnerable

  By George Jurkowich and David Abrahams

• » Branding and M&As:
  The Risks in "Getting the Deal Done"

  By Suzanne Hogan and Ken Hodge

• » Positioning a Brand in the Marketplace

  By Suzanne Hogan

• » Employees and Image: Bringing Brand Image to Life

  By Suzanne Hogan

• » Connecting Energy Company Brand Position to Brand Image

  By Suzanne Hogan

• » Speed, Content, and Navigation:
  The Winning Trifecta of an Effective Website
• » A Discussion:
  Branding in the World of E-Commerce

  Moderated by Myron Kandel

• » Who?.com
  The Race to Build Internet Brands

  By Richard H. Wilke

• » Brand Management for the Next Millennium

  By James Bell

• » Your Company's Identity Crisis

  By Kenneth D. Love & Kenneth J. Roberts

• » The TELUS Story:
  Brand Management Strategies for a Customer-Focused Identity

  By Kathryn H. Feakins

• » Rethinking Brand Strategy:
  A "Mindshare" Manifesto

  By Eric Almquist and Kenneth J. Roberts

• » Assessing a Brand's Health:
  Ready For the Next Move?

  By Suzanne Hogan

• » Anticipating Brand Opportunities:
  What Ever Happened to Burma-Shave?

  By John Kania and Adrian Slywotzky

• » Designing the Branded Experience:
  How Conoco Broke the Convenience Store Mold

  By Kathryn H. Feakins and Michael Zea

• » Delivering on the Brand Promise:
  Making Every Employee a Brand Manager

  By Carla Heaton and Rick Guzzo

• » The Link Between Identity and Growth

  By Kenneth J. Roberts

• » J. Gordon Lippincott Founder, Lippincott & Margulies, 1909-1998

Branding in a Downturn

The slowdown in the U.S. economy has many companies taking a serious look at how best to continue to manage and promote their brand(s) while saving money. While it is tempting and seemingly efficient to simply slash marketing budgets across the board—sometimes by an arbitrary amount, we suggest there is a more strategic approach.

• » Four Ways to Generate Greater Brand Efficiency

  By John Allen

• » Bring on the Recession

  By Robert G. Atkins and Adrian J. Slywotzky

• » Don't Let Your Brand Falter During a Recession

  By Eric Almquist

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