You certainly don't want to market the president as if he or she were a box of breakfast cereal.
It's pretty challenging in a small country to develop a business school with a world-class reputation because of the problem of attracting a critical mass of top-class researchers.
Any small business that's predicated on technological innovation and is differentiated and superior can expand globally very effectively using the Internet as a vehicle for promotion.
The Trump brand is complicated because it conflates a personal brand with a corporate brand. That means that the Trump persona affects the corporate reputation in a more direct way than, say, Richard Branson's actions affect Virgin.
Changing our consumer behaviour is similar to quitting smoking. Unless people are shocked into doing it, either by social disapproval or family disapproval or fear of the medical consequences, they'll just keep on smoking.
Product downsizing in the face of inflation in order to maintain retail price points has long been used by food companies, notably manufacturers of candy.
It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.
Mention health in most companies, and the cost of health insurance is what comes to mind, not how the company can invest to prevent further escalation in societal health care costs.
In flush times, a rising tide of consumption can compensate for less than optimal branding, positioning, pricing or segmentation.
I think part of the problem that the Republicans have is that the base has, in many cases, certain litmus test issues on which they are black and white on their thinking.
Instant, soluble coffee has long been the unspeakable wasteland of the coffee business. Conventional wisdom would be that no premium brand should go near it. But Howard Schultz's vision from day one has been to bring quality coffee to the mass market.
Instead of being focused on teaching what we already know, we now have to be focused on creating new knowledge that is China-based, because it's absolutely clear that China is going to shift from a production economy to a knowledge economy.
Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.
The FTC doesn't regulate political speech.
The president can't succeed without Congress, and Congress can't succeed without the president. The image of one depends on the image of another. It is not a zero-sum game.
