Want to stop your company from ending up like Pontiac? Here's how

11/8/2010 | Harvard Business Review online

The Pontiac brand was doomed by General Motors' decision to pitch the brand as dangerous and edgy while serving up cars that were essentially rebranded Chevrolets, writes Umair Haque. To prevent a similar meltdown at your company, forgo superficial marketing drives and focus on deep, fundamental factors such as the people you hire, the community you build around your brand and the design ethics you employ.

View Full Article in:

Harvard Business Review online