Pucker up, bulldog

07/23/2009 | Harvard Business Review online

Slogans and jingles are great branding tools, writes Harvard professor Rosabeth Moss Kanter, but it's all just "lipstick on a bulldog" if the company lacks authentic underlying values. In a world of one-minute elevator pitches and 140-character tweets, brevity "becomes a way to hide the truth rather than invite dialogue," she writes.

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