Joanna Seddon discusses how brand creates value and offers a new way of looking at the financial valuation of brands. A video in the MASB Finance in Marketing Education project, a collaboration between Fortune 500 CFOs and CMOs, and top…
Successful change will impact culture just as much as culture will either embrace or reject change. To ensure that changes you make in your brand’s purpose, organization, operations, and go-to-market strategy achieve traction and drive value, here are some essentials.
Joanna Seddon, Managing Partner, Presciant Marketers tempted by the idea of brand extension and licensing can learn a lot from this week’s New York Times fashion section, ’Celebrities Eyes Light Up for Makeup Bonanzas’. Tired of being spokespeople…
Joanna Seddon, Managing Partner Coca-Cola has publicly announced that it is trimming down its portfolio and getting rid of half its portfolio - 200 brands, which the company, with its usual flair for naming, has decided are “zombies”. Coke has…