Brand Management Energy Finance 
Harvard Business Review
JULY 24, 2014
A brand can’t just be a promise; it must be a promise delivered. And brand stewardship can no longer be under the exclusive purview of marketing departments and brand managers. Brands may drive communications activities, but little else.
Harvard Business Review
DECEMBER 16, 2010
Advertising will take a backseat to promotional offers as retailers and brand managers alike collectively decide that branding a promotion matters just as much as promoting a brand. Facebook, Foursquare, and Twitter will dramatically expand both the reach and ingenuity of their promotional partnerships.
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