Recent news coverage of the cosmetic name change from AIG to AIU at the failed company’s New York headquarters reminds us that a brand is a precious asset. The value of any brand asset depends upon whether it has delivered on its past promises and is believed likely to do so in the future. It takes years of effort... 

I’m speaking consultanese all the time - it’s just the virus that goes with the job. There is nothing you can do about it, really – even if in the first weeks you think “boy, my colleagues are nice people, but what are they TALKING about?!”… give it a months, two max, and you’ll make the same impact... 

There’s a classic story in economics primers illustrating the power of network effects. It tells how the first fax machine gave little value to its owner–after all, there was no one else with whom to send and receive faxes. As time went by, however, the value of that first machine increased as other people...