Opinions expressed by Forbes Contributors are their own. William Arruda covers personal branding, leadership, and careers. Clearly, employees need to be the central element of your employer ...

But one-off events aren’t a coordinated soft power plan. An effective soft power strategy depends on credibility, built on constancy of purpose, great execution, and a continuing commitment by ...

The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products An effective brand strategy gives you a major edge in increasingly ...