It is important that the implementation of the Brand Strategy be thought through from the beginning of the process. Ways to measure the progress made in establishing Brand Character should be agreed to from the onset. A simplified version of the HBCQ^TM can be used for this purpose. Incentives should be given for reaching the goals agreed to before starting, etc.

---

Jump directly to an article or presentation:

Articles and Presentations BRANDING ARTICLES ---------------- List of branding articles with short summaries Give your Brand in Marriage (1985 version) Global Branding: Married to the world The Delphi Process: a strategic branding methodology Branding, Marketing and Sausage Making Branding and Promotion: an Uneasy Cohabitation Big Brand Sound Marketing v. Branding Brick & Mortar: Energy Slowed Down? How Much for that Brand in the Window? Give your Brand in Marriage - Revisited Brand Flexibility Is the Internet really killing Brands? Duh Com Olds brand just fades away The Monroe Doctrine of Branding Brand, Brand on the Wall... Big Lies, Little Lies and Brands The Quest for the Right Brand Strategy: The Unholy Grail Capuchin Branding: What monkeys can tell us about branding Tacit Branding Messages Trust me, Morons Branded Media Obama the Brand NEW PRODUCT DEVELOPMENT ARTICLES -------------------------------- List of new product development articles with short summaries Telecommuting: The New Product Opportunity How the Internet could change the Pet business Food Vending: a vision of the future Three avoidable focus group mistakes New Product Success from the Other Side of the Road Long tail and serendipity MISCELLANEOUS ------------- Miscellaneous articles/presentations with short summaries Fuzzy Logic Marketing Export Etiquette Presentation on Cultural Differences

---

Site Summary: (What we do: [Strategic Branding] [New Product Development and Positioning] [International Capabilities]) (Who we are: [Associates] [Jacques Chevron] [Client Experience]) (Articles and presentations: [Branding related] [New Product related] [On other topics] [Articles in Foreign Languages]) (Miscellaneous: [Favorite Links] [Contact us])

---

Please note that all material on this website is protected by copyrights.
Contact us if you wish to reproduce any part of it.