Chapter 1: WHAT IS A STRONG BRAND?
What do you need to be the best?
Concentration. Discipline. A dream.
Florence Griffith Joyner, Olympic gold medalist
An orange...is an orange...is an orange. Unless, or course, that orange happens to be a Sunkist, a name eighty percent of consumers know and trust.
Russell L. Hanlin, CEO, Sunkist GrowersTHE KODAK STORY
In the 1870s, a photographer's outfit included not only a large camera but also a sturdy tripod, glass plates, a big plate holder, a dark tent, a nitrate bath, and a water container. You did not bring just a camera to take a picture; you...