Category Archives: Beyond Branding

Linking Vision and Values with Brand (Specifically Reputation) Management

By Ian Ryder | Published: August 13, 2007

Organizations often experience failure, either because of a flawed vision, or a shortfall of values. How then do we align internal and external communications to create sustainable competitive advantage as a route to a strong brand reputation?

Also posted in Brand management, branding, CSR, environment, ethics, marketing management, relationships, social responsibility, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007 | Leave a comment

Why More Brands Now ‘Have a Conscience’

By Colin Morley | Published: August 12, 2007

An historically significant article written in 2004 examining the intellectual and semiotic underpinnings of brands with conscience. It is published with the permission of the estate of Colin Morley; his vision helped shaped Medinge’s yearly Brands with a Conscience awards, inspiring our yearly presentation to an NGO, named in his memory.

Also posted in branding, consumer behaviour, CSR, environment, ethics, history, social responsibility, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007 | Leave a comment

Beyond Branding: from Abstraction to Cubism

By Nicholas Ind | Published: August 12, 2007

This paper argues that rather than relying on the abstraction of research to get close to the customer, brand managers should work at building genuine relationships with customers by opening up the boundaries of the organization

Also posted in branding, consumer behaviour, marketing, marketing management, marketing research, philosophy, relationships, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007 | Leave a comment