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 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.