Lessons of a brand manager

After 150-plus years in the firearms business, customers everywhere recognized the Smith & Wesson name -- but they didnt know what it stood for. For CEO Michael Golden, and the team of brand-builders he put together, the challenge wasnt just about reclaiming market share. It was about regaining an understanding of how potential customers perceived the business. Goldens grasp of brand management, which he gained in other industries, helped him make decisions about how to engage employees, create partnerships, design marketing plans, and even structure his own role in ways that would ensure that the company conveyed a consistent brand message. Heres what you can learn from his experience.