Tag Archives for " Harvard Business Review "

15 Four secret ingredients of all successful brands.

(What you can learn from a healthy bowl of cereal and a two-buck burrito.)

Branding is a popular topic in the business press these days. Unfortunately, case studies about Coca-Cola, Nike and Virgin, make is sound like Branding is a discipline reserved for the Fortune 500 companies and globe-trotting billionaires.

Let me set the record straight on that: It’s entirely possible to build a successful brand without a million-dollar marketing budget or a cadre of high-paid consultants. Many small-business owners do it intuitively. They build a successful business, step by step, and over time a great brand develops.

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