Surviving Enron: the real value of branding

Rita Clifton compares the cost of launching new corporate names and corporate identities, and the subsequent lampooning they received with the demise of Enron.

Surviving Enron: 

the real value of branding

Rita Clifton Interbrand

How should one react to the current climate of exposs, moral outrage and requests for honesty in big business practice?

Should we laugh, cry, cheer, shrug? Overall, I think I favour a wry smile on the surface, with a steady determination to feel optimistic underneath.

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