13. Why Blackberry may not be a dying brand…

Funny, just last week my Creative Strategies professor, Deb Morrison, taught a lecture about brands and why we associate positive vs. negative feelings toward them.  In yesterday’s AdAge article, called “How Well-Defined Is Your Brand’s Ideal?” Jim Stengel (former global marketing director at P&G) makes the case that corporate “ideals,” the word he has opted for over “purpose,” are at the core of a successful brand.  He teamed up with WPP’s Millward Brown Optimor to identify and analyze the 50 fastest-growing brands from 2000 to 2010 in terms of value and consumer preference.  Here’s who made the list.  Do you agree?

Read more in Jim Stengel’s book called “Grow: How Ideals Power Growth and Profit at the World’s Greatest Companies.”


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