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By Stuart Crainer, Bruce Tulgan, Watts Wacker

A Freethinker’s A-Z of the recent international of commercial… together with… Absolut Adobe Barbie balanced scorecard Bloomberg Byrne Cap Gemini co-opetition company universities facts warehousing Demos Drudge dumbing down Dyson Eisner speedy corporation Frit? Gateway 2000 international enterprise community Grove Kleiner LG marketspace Meyer Milken New Pig energy SantaFeInstitute Saturn clever playing cards Starbucks storytelling Wal-Mart xybernaut Zander…

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If firms get their branding right, they create a virtuous circle. Of course, there is nothing new in this. Consulting firms have long been aware of the power of branding, but have generally done little to systematically develop their brands. Prior to the 1990s, consulting firm brands developed in an ad hoc way. Generally, they were backed by little advertising — deemed too crass and inappropriate for a business relying on word-of-mouth recommendation — and haphazard promotion. In the modern era, the starting point for the branding frenzy, was the operational split of Andersen Consulting from Arthur Andersen in 1989.

SEE: MORE INFO: SOURCES: THE INTERNET Tim Berners-Lee, Weaving the Web, 1999 The Observer, 19 April 1998 Bertelsmann Long-established, low profile and traditional, the German company Bertelsmann is perhaps the most surprising participant in the contemporary media bonanza. Based in Gutersloh in northern Germany, Berteslmann is 163 years old and remains a private company (90 percent controlled by Reinhard Mohn, a descendant of Carl Bertelsmann). Yet, it has quietly snuck onto the top table alongside the likes of Rupert Murdoch, Pearson and the American media titans.

The licensee in Japan quickly sold two million of the smaller breasted Barbie. Though Barbie is a universal and (usually) standardized product, part of its success has been the number of costume variations on offer. Over 100 new costumes are added each year. This is necessary because Barbie is a Renaissance woman. You can have it all. Just look at Barbie — “She’s a successful businesswoman, a member of a rock band, and a Women’s World Cup Soccer Player,” Barbie’s Web site informs us. And she also has a man in her life, Ken.

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