Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding

Preface

This book was inspired by a joint venture between the authors and corporate branding leaders from some of the world's most well-branded companies. Corporate brand managers from the LEGO Group, Nissan, Novo Nordisk, Johnson & Johnson, ING Group, Telefónica, SONY, and Boeing all participated. Known as the Corporate Brand Initiative (CBI), this undertaking involved regular meetings on both sides of the Atlantic to focus on defining and refining the field of brand management by sharing issues and challenges as they arose. CBI was supported by the Copenhagen Business School and the University of Virginia, with funding from the LEGO Group.

We created CBI in partnership with this particular group of managers because we felt that they sat at ...