Also, there is the rise of the societal brand--the branding of typically larger, successful companies that are clearly hardwired into the economic success and failure of society." Major chemical companies, such as DuPont and BASF, fall into this category, Ackerman says. And the Internet, which he characterizes as the "single most powerful branding tool," is spurring branding activity in the sector.
by RICK MULLIN, C&EN NORTHEAST NEWS BUREAU |
June 06, 2005