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Economist, July 1, 2006 — Brand matters. In a global economy, with fiercely competitive firms rapidly commoditizing
products, strong brands help companies to stand out from the crowd and differentiate themselves on a basis other than cost.
Brand Strategy, March 8, 2006 — Hitachi is a brand that touches most people's lives, whether at home or work, but it has been lacking in recognition. Maeve Hosea looks at how the Japanese giant is raising awareness
Advertising Age, February 21, 2006 — Troubled by the worsening reputation of drug companies that is ranked just above tobacco and oil manufacturers, pharmaceutical giant GlaxoSmithKline is out to win over a skeptical public — by turning its entire sales force into a PR machine.
New York Times, November 14, 2005 — The drug industry's image problems are beginning to hurt pharmaceutical companies where it matters most — at the bottom line.
Wall Street Journal, January 5, 2005 — Consumer-Products Giant Labors to Slim Operations; Two Chairmen in Charge --- A Deodorant With 48 Formulas
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