Category: Brand Equity
Global Branding and Teamwork: Brand as a Bridge
November 15, 2016
As the founder of a Canadian branding company, Brand Matters, I am participating as a branding expert in a global branding project with the International Standards Organization (ISO). This standards project pertains to the challenging process of evaluating an intangible asset such as brand. The work involves bi-annual meetings and on-going committee work. A central… [read more]
The Fundamentals of Brand Management: Marketing Planning
November 9, 2015
I had the privilege of developing and delivering a seminar on the “Fundamentals of Brand Management” for the University of Toronto. It was challenging to condense 25 years of brand management and marketing experience into a two-hour seminar. I decided that focussing on how to develop a brand and marketing plan would be most helpful… [read more]