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Articles by Michael Petromilli:
How Dupont Used Insights From Needs-Based Research to Redefine Brand, Business [PDF]
By Michael Petromilli and Keith Sena
Insights into how DuPont Performance Coatings, a leading supplier of paint systems to the global automotive industry, used customer insights to reposition its brand. (2005 Handbook of Business Strategy, October 2004)
Viewpoint - Debunking the Myth of Global Branding [PDF]
By Michael Petromilli
Insight into four degrees of global branding supported by examples of companies that follow each style of global brand management. (IndustryWeek.com, June 2003)
Creating Brand Harmony: The Strongest Brand Families Are The Ones That Stay Connected [PDF]
By Michael Petromilli
This article addresses how to use brand architecture to drive top and bottom-line growth. (Marketing Management, July 2002)