history

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

How to Improve the Chances of Successfully Developing and Implementing a Place Brand Strategy

By Sicco van Gelder | Published: August 30, 2008

This paper tries to answer critical questions by describing the criteria and factors that contribute to successful place branding. By assessing the place, the players and the plans they make, it is possible to predict the likely success of a place branding initiative.

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

PowerPoint: Rhetoric Machine

By Stanley Moss | Published: August 14, 2007

Pierre d’Huy’s commentary of the ubiquitous application, tailored to English speakers.

Also posted in PowerPoint, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007, Web 2·0, communications, design, philosophy, semiotics | Leave a comment

PowerPoint, la rhétorique universelle

By Pierre dHuy | Published: August 14, 2007

Is PowerPoint an aid to communication or destructive force in the art of rhetoric? This essay in French deconstructs the controversial Microsoft presentation program from the point of view of a mediologist, making references to works by Roland Barthes and Régis Debray to support its conclusions.

Also posted in PowerPoint, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007, Web 2·0, communications, design, philosophy, semiotics | 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 Brand management, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007, branding, environment, location marketing, place branding | 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.