Creating the brand‐driven business: it’s the CEO who must lead the way
Michael Dunn
(Michael Dunn is CEO of Prophet, a management consultancy that helps clients achieve competitive advantage by creating and implementing integrated business, brand and marketing strategies. He is co‐author of the book Building the Brand‐Driven Business: Operationalize Your Brand to Drive Profitable Growth.)
Scott Davis
(Scott Davis is Managing Partner of Prophet’s Chicago office and serves as a strategic advisor on engagements with key clients including Sara Lee, Allstate and Boeing. He is co‐author of the book Building the Brand‐Driven Business: Operationalize Your Brand to Drive Profitable Growth.)
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Abstract
GE, Sony, Hallmark, Intel, Xerox, Procter & Gamble, IBM, some of these corporations dominate the business‐to‐consumer space. Others, business‐to‐business. What they have in common goes far beyond the fact that they are great companies or the fact that their great brands command a tremendous amount of equity.
Keywords
Citation
Dunn, M. and Davis, S. (2004), "Creating the brand‐driven business: it’s the CEO who must lead the way", Handbook of Business Strategy, Vol. 5 No. 1, pp. 243-248. https://doi.org/10.1108/10775730410494143
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited