Luis Gallardo

Alaska's Virgin acquisition promises a fresh look for the brand, but it doesn't take a merger to build a strong, successful image.

'The Little Mermaid' and Hans Christian Andersen are hardly Denmark's greatest successes. Actually, that country could teach 'no-vacation nation' a thing or two.

Handled correctly, a scandal represents an opportunity to win trust, show goodwill and reassure consumers.

To sustain long-term success, you should think of your brand as an extension of your personality and ideals -- just make sure your brand is receiving attention for the right reasons.

One bad email, one poorly pitched product or one awkward meeting is all it takes to go from hero to zero in your network's eyes.