Which brands were King of the Mountain, and which brands tumbled to the bottom? CoreBrand’s recent release of the top 100 corporate brands details just which companies are managing and leveraging their corporate brands best and which companies have let their brands slide. Download PDF

James Gregory, CEO, CoreBrand speaks on the Fox Business News Network about CoreBrand's Brand Power Ranking system and our recent release of our Brand Rating Index. Jim details which brands are on the top, which brands are growing strong, and which brands are falling short of the mark.

CoreBrand's Karl Barnhart talks about when it makes sense to consider re-branding, particularly for small businesses. Interview has appeared in New York's Newsday and the Chicago Tribune. Download PDF

James Gregory, CoreBrand’s CEO, gives a half-hour interview about his company’s history and the evolution that has occurred over the past 25 years of business.  He explains how this was accomplished to help entrepreneurs understand the process of starting a company from scratch.

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Nothing like launching a new identity in front of 15,000 industry peers, hundreds of members of the press, and over 300 leading companies in the sector. But that's exactly what Vantrix did at the CTIA Wireless IT and Entertainment conference in San Francisco last week.

Today, with our help, the Wire Rope Corporation of America, Inc., of St. Joseph, MO, changed its name to WireCo WorldGroup to better reflect its global stature. Check out www.wirecoworldgroup.com .

STAMFORD, CT, October 18, 2007 – CoreBrand, one of world’s leading independent brand consulting firms, opened a West Coast office in Los Angeles today.  Located in the Westwood neighborhood of Los Angeles, the office is being driven by Stephen Hooper, Production Director and David Garcia, Creative Director. 

New York NY August 23 - Global brand development and management firm, CoreBrand, welcomed Bill Westcott to the management team as Managing Director, CoreBrand Communications, LLC, responsible for continued growth of the brand consulting practice.

Larry Oakner, Brand Director at CoreBrand specializing in Brand Culture, writes about how to choose words that really capture a brand's personality in an article on the innovative online writer's tool, http://www.visualthesaurus.com/

By choosing words that really differentiate one company from another instead of tired corporate cliches, says Oakner, your company will have a way of talking about your brand personality that's really unique. The full article can be found here.

Karl Barnhart, Managing Director of CoreBrand, talks to CNET about Microsoftís new product naming strategy specifically and the role of product branding generally. The bottom line? Know your audience, develop names that communicate and put your marketing muscle behind your product names. To read the full article please visit cnet.com

Bristol-Myers Squibbís Cento Amici - 100 Friends - is a community based organization dedicated to supporting education in New Jersey.  Founded in 1989, Cento Amici is committed to the ideal that friends working together can be a powerful force for good in the community.

46 Pharmaceutical, Health Care, and Diversified Consumer Product companies were examined in a study using our quantitative research.

Jurgen Altziebler, CoreBrandís Interactive Experience Director, was asked to comment on the validity and usefulness of Microsoftís Channel 9. 

Jim Gregory, CoreBrand’s CEO, and Professor Donald Sexton, Columbia Business School, emphasize the importance of brand building for B2B companies.

Professor Sexton, Columbia Business School, mentions CoreBrand as being a firm that can measure the value of both B2B and B2C brands in monetary terms.

With 2006 coming to an end, James Gregory, CEO of CoreBrand and ëindustry thought leaderí, predicts and gives his opinion on the eight trends that will have the most impact on brands in 2007.

12/18/08
Bursting "The Brand Bubble"
James Gregory, CEO of CoreBrand, bursts the concepts of “The Brand Bubble” in this Marketing Daily article. He explains the flaws within the book’s main concept, and describes where the authors went wrong.
Click here to download

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11/11/08
Why Pepsi's Down While Coke is Up
James Gregory, CEO of CoreBrand, comments on Pepsi’s plans for expanding production in China and taking the opportunity to tout American quality beverages in a country where local production quality is questionable.
Click here to download

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11/05/08
Alltel, Verizon Merger Gets Go-Ahead From FCC
Karl Barnhart, Managing Director of CoreBrand, comments on Verizon’s tactics for integrating Alltel’s brand into its own, and how a new strategy will be necessary to reach today’s cellular consumers.
Click here to download PDF

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09/13/08
Coke Zero targets 007 fans
James Gregory, CEO of CoreBrand, comments on the new Coke Zero and James Bond marketing campaign and their respective brands in society.
Click here to download PDF

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09/12/08
The Case for Brand Accretion
James Gregory, CEO of CoreBrand, comments on the value of building a corporate brand over time.
Click here to download PDF

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02/04/08

Sears' big challenge: change to survive
James Gregory, CEO of CoreBrand, comments on the recent changes Sears made to combat competitors.
Clck here to download PDF

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11/29/2006

BusinessWeek.com — "What's With Wal-Mart's Sales Woes?"
James Gregory, CEO of CoreBrand, gives his opinion on the Wal-Mart brand and store.
Read Article

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11/24/2006

BToB's Best issue
Once again, Jim Gregory, CoreBrand's CEO, was one of three 'industry thought leaders' featured in this year's best brands for BToB's special issue, "BToB's Best 2006."  He was asked to comment and give his opinion on the strengths and challenges of brands such as American Express, Bank of America, FedEx, Google, and Yahoo!
Click here to download PDF

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11/16/2006

The New York TImes — "Charmin to New York: 'Go in Style."
James Gregory, CEO of CoreBrand and industry thought leader, commented on this
New York Times article (11.15.06), relating to the No. 1 selling brand in its category.
Read Article

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11/16/2006

TheWiseMarketer.com — Brand Equity Linked to Company Value
The value of a corporate brand is now being recognized as a viable measure of
market capitalization. CoreBrand's brand equity rankings were used to support
their findings.
Read Article (requires registration)

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11/08/2006

BtoB Online: CoreBrand announces top brands in third quarter.
Based on CoreBrand¹s third-quarter Directory of Brand EquityTM, find out which corporate brands rank in the top ten based on their contribution to their company's overall market capitalization.
Read Article

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This two-day event will include compelling feature presentations, as well as concurrent sessions on relevant business-to-business and consumer topics. Itís also an outstanding opportunity to network with market leaders from top global and growth brands.

October, 1997

The most recognizable brands bounced back with no discernible damage from the volatility that rocked the stock market on Monday and Tuesday, while those with the least recognition value simply did not. This has enormous significance for business leaders and investors alike, some of whom have in recent years doubted the real value of spending valuable resources building brands, despite the growing evidence that brands are good for business.

Corporate Branding, LLC, is the Stamford, Connecticut corporate identity and advertising firm founded by Jim Gregory that pioneered the research leading to the discovery that measurable correlations exist between brand recognition and stock value. Though Gregory's work has been consistently validated by business leaders and academics, the market schizophrenia that created consternation among most investor circles early in the week ironically provided a freak, ad hoc laboratory in which to test his thesis in the real world.

When the dust settled, Corporate Branding examined over 80 companies, from those with big, familiar brands to those with little if any brand recognition, to see how much bottom lines suffered. They found that companies like General Electric, Microsoft and Coca-Cola -- the most familiar of the companies studied -- lost virtually nothing between last Friday's close and the close on Tuesday. Conversely, the companies at the other end of the spectrum -- like Wellman Industries, Longview Fiber and Ambac -- were still solidly in the loss column, down nearly 4%.

Gregory, understandably elated by the news, declared, "Finally, irrefutable evidence that what we've been saying for years is true -- maybe this will convince the skeptics that branding isn't just spin to benefit us consultants."

 

January, 1999

The bottom-line value of branding the corporation through clear, concise and consistent communications will become more widely recognized and fully embraced by senior management. This will have a significant impact on the role and structure of the corporate communications department over the next five years.

1. The standard of measurement of ROI for corporate communications (the impact of communications on corporate reputation and the resulting impact on stock performance) will become a fully accepted accounting principle.

2. The corporate communications department will be measured by and rewarded for contributing to corporate financial performance. Communications budgets will be set by these expectations.

3. There will be a convergence of communications disciplines IR/PR/HR/PA under corporporate communications umbrella.

4. A Chief Communications Officer will head the corporate communications department with direct access to the CEO and CFO. This individual will have broad based communications skills and also be a trained spokesperson for the company. The titles may also be: Chief Branding Officer or Chief Marketing Officer, etc., depending on the specific position and responsibilities.

5. The next generation of CEOs will have stronger communications and marketing skills and there will be less focus on legal and accounting backgrounds.