It can do for you what it has done for smart retailers. Unfortunately for the executives at McDonald's insular corporate campus in Oak Brook, IL, my July/August 1997 column, "Why Brand Is Grand," appeared too late to save them from a marketing strategy that flopped with a thud large enough to make headlines--the 55-cent burger come-on. Had they read it they would have more fully appreciated that maintaining and enhancing a good name is to be protected at any price--that branding is a ...

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