Leveraging The Corporate Brand

"Jim Gregory has long been a pioneer in seeking ways to quantify the Return on Investment of corporate advertising. His unique approach to defining the relationship between advertising and corporate reputation will be helpful to any company in planning an effective communications strategy." -- Richard Costello, Manager, Corporate Marketing Communications General Electric Company "Advertising agencies need to demonstrate the value of their work to clients who are skeptical about the power of advertisingto build brands. Jim Gregory's work has helped shed light and understanding on this dynamic process as it relates to corporate advertising." -- O. Burtch Drake, President American Association of Advertising Agencies " Leveraging the Corporate Brand explains in elegant detail marketing's impact on the company's source of wealth--its reputation." -- Charles Fombrun, Research Professor of Management Stern School of Business, New York University "Jim Gregory's book will be...