Portraying your institution a little bit differently.

• Position: Marketing News - Brief Article

Who's doing a really good job of branding these days? That was the question that the New York Times recently asked Kenneth J. Roberts, chief executive of Lippincott Mercer, a brand consulting firm. Here is an excerpt from his reply:

"Have you flown on Virgin? They do a spectacular job. They've constructed an experience for their customers that's very different from the other airlines. They've identified the touch points. The...