Recent Press
A 1950s Brand Mascot Fights 21st-Century Indigestion
By Stuart Elliott, New York Times, March 5, 2008
Articles
From Share Leader to True Brand Leader
By Susan Bernstein, for Admap Magazine
Originally published December 2007
China Perspective I: The Value of Brands In An Environment of Distrust
By Bruce Tait, September 2007
China Perspective II: Why Status Benefits Matter For Non-Luxury Brands
By Bruce Tait, September 2007
The Strategist’s Greatest Weapon
By Bruce Tait, for AdMap
Originally published November 2005
Strategic Conclusions Vs. Strategic Ideas: The Failure of "Marketing Science"
By Bruce Tait, for BRANDWEEK
Originally published April 2002
How Marketing Science Undermines Brands
By Bruce Tait, in the AdMap "The Future Of Communications" 40th Anniversary Special Issue
Originally published October 2004
The Case For Brand Consultancies
By Bruce Tait, for Admap
Originally published June 2002
The Rise of the Portfolio
By Bruce Tait, for Market Leader (UK)
Originally published Spring 2004
Is the Culture of Business Schools Bad For Brands?
By Bruce Tait, for Market Leader (UK)
Originally published Autumn 2002
Do Gaps in Marketing Theory Make New Brands Fail?
By Bruce Tait, for Admap
Originally published June 2001