Insights 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)