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By Brandtner/Hansen. If you believe Ski Austria is some small ski organization in a small village hidden up somewhere in the Austrian mountains, you...
by Michael Brandtner and Jens Hansen. Five important strategic brand management lessons can be learned by studying Apple’s iPod journey.
At Christie’s recent post-war and contemporary-art sale, this black-and-white painting of a Coca-Cola bottle sold for $57.2 million. What made a black-and-white painting of...
We seem to be confusing the two. It’s obvious that Procter & Gamble is a company brand, but what’s an Apple? Like P&G, Apple...
Happy Birthday America! We are celebrating the Fourth of July holiday in the United States today! I’m also using today to kick-off my new...
In 1986, CBS broadcast a 60 Minutes segment about Audi entitled “Out of Control.” The show portrayed the tendency of the Audi 5000 model...
My father’s theory on positioning was revolutionary, but it had a weakness. Invariably, positioning strategy was expressed verbally. You looked for a verbal hole...
Steve Jobs was a rebel who didn’t go about life or work in the normal way. He dropped out of college, was a fruitarian...
What is RIM doing wrong? Why don’t people appreciate RIM’s BlackBerry brand, profits or growth? Because they are fighting the wrong battle. They are...