Go Back

Starbursting

Posted by: Hugh Tallents on March 31, 2011

No, not just a personal favorite from the candy rack, but the corporate practice of breaking up companies and selling off the pieces.

This very interesting article in The Economist says that the practice is coming back into fashion. It is speculated that Pfizer wants to get back to its innovative core by spinning off non-core assets. 

While the article also gives examples of companies like Oracle, which are actually diversifying and broadening their offer, Pfizer’s speculated move suggests that brand related issues are more frequently driving dramatic business decisions. Brands are no longer being viewed as just a tool to solve for the result — a smart shift indeed.




Related Posts


UGG takes its brand where there are no roads (yet)
How Do Brands Achieve "Lifestyle" Status?
How Digital is Transforming Brand Building: Huang Taji's Success
FOMO Finds its Way to Marketing