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The Devils: Brand on the run

Updated: March 13, 2012, 2:49 PM ET
By John Buccigross | ESPN.com

Twenty-first century corporate America is about developing, marketing and then protecting the brand.

Car companies, computer/technology manufacturers, media companies, banks, clothing lines, entertainers/musicians, politicians (run for president to increase speaking fees or sell books) and, yes, sports teams want to: invest, succeed, maintain that success, grow and then simultaneously reap the profits while increasing the value of the stock price/franchise/company/person.

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