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Original articles from Jim Gregory.
 
Slouching Toward Brand Accountability
Many departments within a corporation will argue the need for accountability in marketing, but none steps forward to take ownership of how to account for brand equity.

Can BP Survive as a Brand?
BP's bumbling management of its Gulf crisis, its seemingly endless decision-making process, not to mention post-crisis effects that will last decades, make this crisis unprecedented.

How BP's "Beyond Petroleum" Branding Strategy Became an Epic Failure
If an oil company is not 100 percent committed to dealing with any potential catastrophic disaster, how can it contemplate building the brand before it has addressed the basics of the business?

How Should Companies Evaluate Brand Equity?
The gap between marketing and finance has never been greater, and this chasm will never get smaller unless valuing the intangible brand and putting it on the balance sheet becomes a reality.

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