By Ernie A. Cevallos
Fortune 500 firms appreciate the importance of brands. Today, in the age of Globalization where digitization, virtualization, and automation of almost everything is possible you have to manage brand You more than ever to survive in this competitive global environment. Is brand You representative of Google, American Express, Oprah Winfrey, or are you symbolic of Yugo car, Firestone tires, Hugo Rafael Chavez? As you know, brands stand for something, and it can go the full spectrum from great to mediocre to bad. What do you stand for?
