Author Archives: Jack Yan

Transparency, engagement and social media: fulfilling a need

By Jack Yan | Published: January 4, 2012

The author, who has worked on the internet since 1990, and used social networks such as Facebook and Twitter soon after their inception, looks at how these new media can impact on branding strategies and transparency.

Posted in Brand management, branding, communications, marketing, online branding, strategy, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged , , , , , , , , , , , , | Leave a comment

Poised for Success: the Indian Nation Brand

By Jack Yan | Published: September 8, 2009

Yan cites the ‘Incredible India’ campaign as a strategic triumph. He calls it a good example of Nicholas Ind’s principle of “living the brand.”

Posted in The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | Leave a comment

Videos from the 2009 Brands with a Conscience ceremony

By Jack Yan | Published: February 28, 2009

The following videos are from the Brands with a Conscience ceremony at MIP in Paris earlier this month, which the Medinge Group has been running for six years. The filming was done by Elmine Wijnia, wife of long-standing member Ton Zijlstra.    The first is a video introducing the ceremony, featuring Medinge chairman Thomas Gad, [...]

Posted in News | Tagged , , , , , | Leave a comment

Saving Detroit, by Not Making the Same Old Mistakes

By Jack Yan | Published: August 30, 2008

Detroit has not ever used a brand orientation in its automakers’ marketing strategies, and it talks of trimming brands and numbers to allow it to compete. The author believes in being more focused on brands and not losing economies of scale, and building more of what consumers want. The tools are there, such as consumer-targeted blogs, but manufacturers need to use them.

Posted in Brand management, branding, design, history, internet, marketing, marketing management, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | Leave a comment

Online Branding: a Definitive Guide

By Jack Yan | Published: August 13, 2007

In the world of Web 2·0, the process surrounding vision, research, exposition and image differ slightly, even if the ingredients of brand equity remain the same. Loose vision, informal research and tapping into consumer advocacy all play a critical role.

Posted in Brand management, branding, intellectual property, internet, marketing management, online branding, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007, transparency, Web 2·0 | Leave a comment