Branding

In the authenticity battle, who wins? Barbie vs Felicity

June 12, 2008

Does an organization’s authenticity protect it somehow, and make it stronger? S houldn’t it be harder to influence, harder to infiltrate, harder to damage an organization where identity, image and action support each other? Whenever I noticed an organization differ from its industry’s norm, or noticed a subsidiary doing something completely different from its corporate [...]

Read the full article →

Authentic Organizational Partnerships: Co-Branding and The Abercrombie & Fitch Trauma Center

March 27, 2008

(photo from TheConsumerist) In an earlier post we considered how the new name of the Abercrombie & Fitch Trauma Center might affect the Center’s employees. Here, let’s consider why a partnership between Abercrombie & Fitch and the Columbus Children’s Hospital is inauthentic. And, let’s consider what criteria should be used to evaluate whether a partnership [...]

Read the full article →