Our thinking is appearing in publications around the world

Nestlé's Nespresso brand dominates the fiercely competitive Swiss market for coffee capsules. But Migros is successfully challenging its powerful competitor with its own brand, Delizio –thanks to a new brand identity and a strong positioning. Success spawns imitators, and Nespresso’s success quickly led to the appearance of numerous competitors: Today nearly a dozen players compete in the portioned coffee market – a market that has seen double-digit growth for the past several years.

In this article, Steve Chang discusses the potential impact on Vera Wang's brand by launching a new line of clothing for Kohl's.

In this opinon piece, Joseph Gelman and Francisco Pinedo from Prophet's Madrid office, discuss the pitfalls of "green" branding in the car industry.

Article on corporate branding and why organizations need to make brand a strategic driver for the entire organization.

In this article, Michael Dunn advises business-to-business brands to do their homework before entering the Chinese market. Are strategic partnerships the way to drive customer loyalty?

a commentary on the decline of corporate master brands as more flexible models are becoming necessary to accommodate complex business and product liens.

An overview of the role corporate brands play in the hotel industry.

Roland Bernhard talks about the importance of the new networked era based on social media and how marketers should be communicating more transparently about their brand.

Aneysha Pearce explains why the Commonwealth Games fiasco has left the reputation of India’s government and the country in general in serious jeopardy.

In this article, we discuss three strategies to help companies integrate corporate social responsibility with brand-building efforts.

A perspective on how a company can dial up the importance and role of the corporate (company) brand.

Does reputation matter? If attracting and retaining the best talent, getting customers to buy more and pay more for products and services, and strong financial and/or stock market performance is a priority for your company—then the answer is “Yes.”

With the resurgence of mergers in the pharmaceutical industry, companies need to consider the perceived value, role and importance of the acquired brands when determining whether and how to integrate the two organizations.

In this article, Michael Dunn argues that in order to be effective, marketers need to up their game, take on the new media, and be prepared to be adventurous, extending their influence over many of the critical business growth drivers.

This article reviews the challenges facing many insurance company executives as they attempt to extend their brand(s) into a broader financial services market.

In an interview with the financial daily La Gaceta de los Negocios, Joseph Gelman, Prophet partner and director of the company's office in Spain, talks about the challenges facing green brands. *Please note this interview is in Spanish.

Two Choices: Burger King and Ford followed different paths in their quests to grow-and stand as case studies of why the best marketing comes from innovation, not desperation.

Increasingly, companies are putting a public face on their corporate social responsibility (CSR) activity. The authors describe three different approaches for incorporating CSR activities with marketing activities.

Toyota has long been an auto industry frontrunner, consistently outpacing its peers on any number of fronts. But today, its once stellar reputation is under attack, between production issues and unprecedented recalls after the company's failure to respond to and correct problems in a timely manner. History has shown that companies which have built up reputational goodwill and swiftly and authentically responded to issues have weathered storms better than others.

In this article, Andrew argues that the question for most companies is not if they will take action to make their brands environmentally friendly, but when and the extent to which they will do so. He then discusses what it takes to successfully make green work as a business and brand builder.