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Best Practice Database
GBC Conferences » 2002 » May 2002: Seeing Your Brands Through Your Customers' Eyes
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This document provides a detailed overview of the May 2002 Global Benchmarking Council meeting, Seeing Your Brand Through Your Customer's Eyes. Speakers shared best practices in the areas of marketing excellence, branding through channel partners, branding from the inside out, and branding during a merger. We also shared different perspectives on brand architecture and brand identity. This meeting report captures key insights generated by the presentations and the discussions among the group.
Featured Case Studies included the following:
Financial Services; Banking; High Tech; Manufacturing; Pharmaceutical; Consumer Products; Health Care; Medical Device; Insurance; Telecommunications
Bank of America; Interbrand; W Hotels; Cisco Systems; Eli Lilly; Eastman Kodak; Johnson & Johnson; Nationwide Insurance; Verizon