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By Steve Rivkin Q:  Aren’t all brand names elastic?  That is, can’t they extend over a range of products or services? To a certain extent, yes, a brand name can be extended. For instance, consider the brand ESPN.  It started out in 1997 as a single cable channel, but has since... Continue Reading

By Mark Dresdner Welcome guest blogger and Friend of Bauman (FOB), Mark Dresdner of Stratapult Advisors. This article is the first in a five-part series on developing a successful branding strategy. Having your brand standout in a crowd involves a conscious and serious brand... Continue Reading