Brand architecture: 5 principles for success

Sooner or later (sooner is much better), companies face the vital need to manage their Brand Architecture: the relative relationship between corporate, franchise and product/service brands. Brand Architecture could be a long story in and of itself (it occupies a chapter in my book, Identity Crisis). Suffice it to say […] keep reading

How to brand a disease or medical condition

Branding a medical condition? Isn’t that the Devil’s work? Isn’t it just one more way that the pharma, biotech and device industries fool people into spending more money on their products by inventing fictional conditions? Let me tell you why this is nonsense. Disease (or condition) branding, as the name […] keep reading