When All Else Fails - Branding, Identity, Perception, And Success -- an EXECUTIVE HORIZONS e-Doc

What's in a name? "Everything," according to Leslie L. Kossoff, a leading international corporate and executive advisor. Whether it is your name or the name of your company, your brand must be protected for the invaluable asset it is. Using examples ranging from AOL to Disney and Altria to Enron, Kossoff presents an intriguing picture of how best to use brands -- and what to do when a name change is required. Kossoff is the author of the award winning book, Executive Thinking, and served as an associate of Dr. W. Edwards Deming. This e-Doc is published by BrownHerron Publishing, with permission.