Stories by Graeme Thickins

  • MARKETING: What's in a name?

    Can it possibly be the new universal job skill? Sounds crazy, but somehow, branding is everywhere and everybody's doing it. The media can't leave it alone, and branding consultants are popping up like dandelions on a bad corporate softball field. Everyone's expected to know what it is, how to do it, what it's worth, how to measure one's own . . . blah, blah, blah.