Margaret Mark is the president of the marketing consulting firm Margaret Mark Strategic Insight. A former executive vice president of Young & Rubicam, her clients include Cablevision/Madison Square Garden, Sesame Workshop, SAP America, Polo Ralph Lauren, and the March of Dimes.
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A brand's meaning—how it resonates in the public heart and mind—is a company's most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically. Written b... SEE MORE