Marketing Director: Andy Goeler Brand Managers
: Jon Hoffmeister, Rick Oleshak Agency: Momentum Creative Director: Jeff Stevens Copywriter: Brendan Corcoran Art Director: Nick Bommarito Others: Sang Han, Dan Will, Susie Urschler
looking for advice about using packaging materials effectively to create brand equity can now refer to the new website.
Internally within Wyeth brand managers
were brought into the loop.
Gibson: I believe most brand managers
play a lead role in managing each of these areas.
I know that most brand managers
have MBAs from leading schools, but keep in mind that an MBA is by definition a general degree.
Just like the seven deadly sins illustrate the tendencies of a human being falling into the devil's trap and choosing vice over virtue, the same seven sins are evident in the behaviour of brands and indicate how brand managers
build beautiful or conversely ugly brands.
But consumers' perceptions of brands are multidimensional, and all too often, brand managers
forget just how important and sacred the care of their brand is--that is, if you've even got a functional brand manager
Just like the seven deadly sins illustrate tendencies of a human being to fall into the trap of the devil and choose vice over virtue, the same seven deadly sins are evident in the behaviours of brands and can identify the spectrum of behaviours of brand managers
to build beautiful or conversely ugly brands.
: Lisa Karbiner (Miller Lite); Kelly Wahl (Miller High Life/Light)
Brand: Whaler's Rum Supplier: Heaven Hill Distilleries Marketing Director: Kate Latts Brand Managers
: Kate Latts, Reid Massey Agency: Keller Crescent Co.
: Flip Wouters, Sophie de Crombrugghe
: Jason English, Dan Hilbert, Jim Rodmon