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On 5 May 2000, Larry Gordon, vice-president of development of Metro Credit Union (MCU), sat in his of?ce overlooking Brown’s Line in Etobicoke and won- dered how he could develop a break-through branding strategy for the company. Larry knew that MCU offered its members many bene?ts as a banking alternative; however, MCU had not clearly established what it stood for in the minds of its current or potential members. In the past, it had Continue to download »

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Prentice-Hall, 2002 This map contains articles from Harvard Business Review. It was prepared by an experienced editor at HBS Publishing, not by a teaching professor. Faculty at Harvard Business School were not involved in analyzing the textbook or selecting the articles. Every article map provides only a partial list of relevant items from HBS Publishing. To explore alternatives, or to get more information on the articles listed below, visit our Continue to download »