Brand management

Strategy, Teams and Momentum

By Patrick Harris | Published: August 11, 2009

Harris introduces the technique he calls a visual Mind-Map via a supporting audio file. This alternative to the conventional PowerPoint presentation allows all the key points of a talk to coexist on a single page, and personalizes the process. Harris says he sometimes begins with a blank page, filling it in with participants in an interactive scenario.

Also posted in The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009, branding, communications, consumer behaviour | Leave a comment

Turning Discord Into Harmony

By Erika Uffindell | Published: August 10, 2009

Ultimately, change is simply what happens to us all, all of the time. The lesson is not in the amount of change we can handle, but in the way we manage that change.

Also posted in The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009, branding, communications, consumer behaviour, leadership | Tagged Brand management, branding, communications, consumer behaviour | Leave a comment

Demythologizing the McElroy Memo

By Stanley Moss | Published: July 24, 2009

In 1931 a young P&G executive wrote a document which proved crucial to the formation of ideas about contemporary brand management. But attitudes about branding have since grown up around the memo’s opportunistic policies. This article deconstructs McElroy’s directives, reassessing our perspectives on how brands need to be viewed in today’s post-globalisation strategic universe.

Also posted in The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009, branding, ethics, history, marketing, marketing management, retail, strategy | Tagged branding, communications | 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.

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

The Second Wave of Sustainability Hits Swedish Brands

By admin | Published: August 30, 2008

This article introduces the argument that Swedish brands have moved beyond other countries’ positions on sustainability.

Also posted in CSR, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, branding, environment, ethics, marketing, social responsibility, strategy | Leave a comment

An Introduction to Storytelling in Employee Branding

By Tony Quinlan | Published: August 30, 2008

The real power and opportunity for using stories in organizations is in listening to stories, helping others to create their own authentic stories and making sense of the stories told.

Also posted in The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, branding, leadership, management, relationships | Leave a comment

A Participative Approach to Brand Building

By Nicholas Ind | Published: August 30, 2008

The argument of this paper is a simple one: creating value for customers is an organization-wide responsibility. The author reconsiders the market orientation papers of Narver and Slater and Kohli and Jaworski and introduces the concept of Participatory Market Orientation.

Also posted in The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, branding, management, marketing, marketing management, relationships, strategy | Leave a comment

Issues and Challenges of Developing and Managing Brand Strategy in a Not-for-profit (Chartered) Body

By Ian Ryder | Published: August 30, 2008

The rules are different for chartered bodies. Not the fundamentals of brand strategy, clearly, but the processes and procedures of development and execution, as the author reveals.

Also posted in The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, branding, management, marketing, marketing management, relationships, strategic planning, strategy | Leave a comment

We the People

By Patrick Harris | Published: August 30, 2008

This paper considers the importance of employees in the process of building customer experience. It states that internal investment is rewarded with consistent, quality customer exchanges. Brand values are presented as the currency to measure the worth of exchanges between organizations and their customers. The paper concludes by presenting a case study of the mobile operator, Orange, during the period 1994–2003.

Also posted in The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, branding, ethics, internet, management, marketing, marketing management, relationships, strategy | Leave a comment

Place Branding

By Malcolm Allan | Published: August 14, 2007

Places—countries, regions and cities—are increasingly developing strategies for brands. This is because they find themselves in competition with each other to retain and attract talented and creative people, innovative businesses, investors and consumers. The goal: offer valuable services and meaningful experiences to those they seek to influence.

Also posted in The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007, branding, environment, history, location marketing, place branding | 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.

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

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?