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Branding
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Total upgrade
How Nina Smith sold Sage Software’s employees and customers on its corporate rebranding effort
In the six years that Nina L. Smith has been at Sage Software,
she’s been running full speed. In that time, she has seen the software company take on...
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Buying in to branding
How Skoda Minotti got everyone involved in creating its new branding strategy
It takes a village to build a brand.
So believe the leaders of Skoda
Minotti, so much so that when they set about formulating a new branding strat...
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Sacrificing sacred cows
How Judith Ann Karam rolled out a new brand identity at Sisters of Charity Health System
Sister Judith Ann Karam sacrificed her sacred cow.
The demands of a competitive business landscape often call for
moral ambiguity, but Karam, al...
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Extreme makeover
How Frank Crum Jr. led his company through a major rebranding effort — and survived to tell the tale
You’d think that with more than a billion dollars in revenue,
everyone, especially the CEO, would be all smiles. But complacency is a dangerous thing...
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Running the table
How Cameron Mitchell builds brands that set him apart in a crowded industry
He’s built nine well-known brands in the past 13 years.
His empire, worth more than $100 million, spans eight — soon to be nine —...
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Brand builder
How Hans Hickler delivered on service to make DHL a contender in the express shipping industry
At its core, the job performed by employees at DHL Express USA is a simple one: Take a package from Point A and deliver it in a safe and timely manner...
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Defining excellence
How Luis Proenza gave the University of Akron an image overhaul
When Luis Proenza became president of the University of Akron, he wasn’t exactly taking the helm of an Ivy League institution. The university had a r...
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Shipping magnate
How Bob Dickinson used the power of a brand to make Carnival Cruise Lines the largest in the world
It was the maiden voyage for the Mardi Gras, the newly formed Carnival Cruise Lines’ first ship. Just off the port of Miami, the ship pro...
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More Branding
Star power
How Scott Barnett created the Bubba Gump Shrimp Co. brand and the culture that keeps it going
Game on
How THQ CEO Brian Farrell turned a small video game maker into an industry giant by licensing brand names and building around a base product.
Charter flight
Clearview Federal Credit Union takes off with a new name and a change in course.
Step up to the mic
How Phil Cajka and his team at Audio-Technica U.S. Inc. brand their product and build relationships -- here, in Athens and beyond.
Brand leader
New Moen CEO Richard Posey is banking on North America's strongest faucet brand name to produce double-digit growth.
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