Author Archives: Kathy Scott

About Kathy Scott

Online Editor for HOW Design and PRINT

profit

Communicating with Design Clients: 3 Profit Areas

Back in 2009, when American automakers were in the midst of controversial government bailouts, Harvard Business Review’s bloggers Karen Berman and Joe Knight posted a poignant reader question that I always loved: “I have a very specific question for both of you. Why do you think GM collapsed?” Their answer was simple: GM stopped...

coke2022

Santa’s Branding Strategy

Is Santa's choice really that powerful? Coca-Cola has spent more than 100 years cultivating a relationship the kind magic gentleman and Pepsi could not break the ties of soda loyalty.