Author: Bryan Osuszek
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Enron’s Brand Revival?
The crypto world did a double-take this week as Enron—yes, Enron—launched its own cryptocurrency. Since the company’s scandal in the early 2000s, the brand has been synonymous with one of the most spectacular corporate implosions in history. Once America’s seventh-largest company, it became the face of corporate fraud, blatant financial crimes and a cautionary tale…
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What is a brand?
Let’s start with the basics: a core definition of brand. There are many interpretations. In his first book “Managing Brand Equity” the father of modern branding, David Aaker, defines a brand in the following way: A brand is a distinguishing name and/or symbol (such as a logo, trademark, or package design) intended to identify the goods…