How do you take a brand that is so tarnished and tell a different story?

FORBES: Making Your Brand Shine, Even If Tarnished

Tell the story, yes, even a good old brand anthem.

FORBES: Waiting for Yahoo!

Among the 1, 000 non-marketing folks, it was pretty obvious that they all want and enjoy a brand to proverbially pull up the chair and tell them a story as they are also attempting to sell them something.

FORBES: Dear Brands, Tell Us A Story - Love Consumers

As a result, we realized we had to tell our story in a different way and introduce new people to the SAP brand.

FORBES: Rethinking SAP: Beyond 'Business As Usual'