Marketing Medical Meetings: Valuing Brand Identity

It can do for you what it has done for smart retailers.

Unfortunately for the executives at McDonald's insular corporate campus in Oak Brook, IL, my July/August 1997 column, "Why Brand Is Grand," appeared too late to save them from a marketing strategy that flopped with a thud large enough to make headlines--the 55-cent burger come-on. Had they read it they would have more fully appreciated that maintaining and enhancing a good name is to be protected at any price--that branding is a

Register to view the full article

Register for and gain access to premium content including the CMI 25 Listing, our monthly digital edition, the MeetingsNet app, live and on-demand webinars, and much more.

Hide comments


  • Allowed HTML tags: <em> <strong> <blockquote> <br> <p>

Plain text

  • No HTML tags allowed.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Lines and paragraphs break automatically.