Why is creating strong brands important as effective business strategy?

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Leonard Sherman (Author & Adjunct Professor, Columbia Business School)


Leonard Sherman talks about why brand development should be part of an overall corporate strategy rather than a separate function. He talks about why it is important to have an all-encompassing strategy that covers every consumer touchpoint and every aspect of the business.

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About Author

Leonard Sherman

Author & Adjunct Professor, Columbia Business School

Leonard Sherman is the author of "If You’re in a Dogfight, Become a Cat! Strategies for Long-Term Growth". He is an executive in residence and adjunct professor of marketing and management at the Columbia Business School. Len has worked as a senior partner at Accenture, as a managing partner of J.D. Power and Associates, and as a partner at Booz, Allen & Hamilton. He holds a BS in aeronautical engineering, an MS in transportation systems and a PhD in transportation economics, all from Massachusetts Institute of Technology.

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Vaishali Jain

Vaishali Jain

Sarder TV Journalist, and Former Bloomberg TV Journalist

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