I was published in the August 2004 issue of Marketing Mastermind with an article titled “Branding vs. Value Creation.”

In this article, I examine brand-management practices that rely on manipulation, misleading advertising, and corporate social responsibility campaigns disconnected from the actual value of a company’s products and services.

I argue that genuine brand management is not merely a marketing strategy or the responsibility of one department. It must reflect the values and conduct of the entire organization: providing honest information, educating customers, meeting their expectations, and ultimately exceeding them.

The original article appeared only in print and is reproduced on pages 27–29 of the August 2004 issue. I have preserved the published version as a PDF.

Read “Branding vs. Value Creation” as originally published (PDF) →