Digital Exclusives
Today’s companies need to convey a clear purpose to maintain loyalty.
BlackBerry is attempting a rebound, and it—and any organization in a similar predicament—ought to think deeply about the creation of their new brand identity.
The Wharton School's Whitney M. Young Jr. Professor of Marketing and "Brand Identity Theorist" explains how companies, products and people need to create a unique image—much like he does for himself.
