Being the Brand: CEOs as Corporate Icons
Colonel Sanders pulled it off, and so has Steve Jobs. Yet few companies allow one individual to represent their brand. Why not? The risks are large, and, well, few CEOs are actually good at it.
brands
The Science Behind Naming Products and Companies
Vudu. JooJoo. Boorah. It almost seems as if companies randomly pick names out of a hat. But you would be surprised at how much actual thought (and money) goes into the process of dubbing a tobacco maker 'Altria' or an instant coffee 'Via.'
