ethics

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 Brand management, The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009, branding, history, marketing, marketing management, retail, strategy | Tagged branding, communications | 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 Brand management, CSR, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, branding, environment, marketing, social responsibility, 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 Brand management, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, branding, internet, management, marketing, marketing management, relationships, strategy | 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?

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