Making Your Mark: How To Build and Maintain a Values-Driven Brand

Throughout the early 1980s, IBM enjoyed marketplace domination, having been viewed as one of American's most admired and best-run corporations. Its balance sheets demonstrated consistent growth in revenue, stock price, net income and number of employees. But history repeatedly has shown that what goes up must come down, and IBM was no exception. By the early '90s, all four metrics on its balance sheets that, a decade earlier, had been pillars of strength, began to show marked declines. By 1994, BusinessWeek reported the company's brand valuation to be -$50 million--a clear sign that whatever had been working previously was most certainly broken.

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