abstract:Erich Joachimsthaler is the Founder and Chief Executive Officer of Vivaldi Partners Group, a global strategy, innovation, and marketing firm with headquarters in New York City. He is the author of more than sixty articles on strategy, branding, and marketing in academic and business journals.
This article is by Dr. ErichJoachimsthaler, founder of Vivaldi Partners, an innovation strategy and marketing firm and co-author, with David A. Aaker, of Brand Leadership and Hidden in Plain Sight.