Done right, it's a way to powerfully distinguish your corporation's image, advance its interests and enhance its competitive position.

FORBES: Don't Write Off The Annual Report

Racing for a cure is understandable, but understanding and reducing the occurrence of the disease would be revolutionary and should be a goal of any corporation whose public image is so inseparable from breast cancer.

FORBES: Pinkwashing: Researchers Take On Avon In Breast Cancer Battle

If a corporation wants to use an image of celebrities in an advertising campaign, they must first obtain their approval and typically pay them a fee.

CNN: In defense of Justin Bieber

But Unilever is working to build an overall image as a responsible corporation and exercises central control over the individual brands.

FORBES: Sustainability Holism Versus Green Tokenism

But Charles River is more the story of a man than of a mouse--a classic tale of a frustrated entrepreneur who wrests control of a family-founded company back from a giant corporation and remakes it in his own image.

FORBES: The rat pack

By this time, most of the old guard of the corporation was gone and Kodak was recruiting from companies like Lexmark to re-create its brand image as a digital leader.

FORBES: The Fall of Kodak: A Tale of Disruptive Technology and Bad Business

Tokyo, Japan - January 23, 2012 - Sony Corporation ("Sony") today announced that it has developed a new next-generation back-illuminated CMOS image sensor which embodies the continuous evolution of the camera.

ENGADGET: Sony's new cameraphone CMOS jams bigger gear into the same space (video)