A brand is more than a name, mark, logo, icon or catchphrase. It is a promise, and successful brands deliver on their promises. They tell consumers what value they add through their products/services and deliver to the expectation of their customers. It is by delivering on the promises that they create value.
African Founders: How Enslaved People Expanded American Ideals, by David Hackett Fischer (Simon & Schuster, 944 pp., $40) Anyone who sets out to write a history of slavery in America must walk a thin and perilous line between affirmation and denial. When Stanley Elkins published Slavery: A Problem in American Institutional and Intellectual Life in […]