Brand management belongs in a landfill somewhere.(for motor vehicles)(Brief Article)(Column)

From: Automotive News | Date: May 20, 2002| Author: Mandel, Dutch | Copyright information

Wayne Huizenga made a Dumpster-load of money the old-fashioned way: He carried out other people's trash. But he did it with style.

Overnight, garbage wasn't garbage; it became waste. Picking it up was managing it, and thus was born Waste Management Inc. Talk about a brand challenge.

Automotive brand management belongs in its own landfill. Perhaps it is brand management as brand manipulation that is the sesame seed under my gum. Do not maneuver me; I hate it. B...

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