Papa's Got a Brand-New Brand

ON BALANCE

Brand is one of the biggest assets a company can have. A strong, trusted brand can help increase sales, make customers more negotiable, support a higher profile in a crowded market and attract talented staff. Bloomberg is a classic example.

Conversely, brand can also be a problem. Companies with a weak brand can have trouble getting through the door, much less getting to the final stage of negotiations. Those whose brands have negative connotations have worse problems, given that they have th

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