Category Archives: marketing

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.

This story about political transmission is excerpted from a forthcoming book of parables by Stanley Moss and Pierre d’Huy, entitled Legacy and Power, to be published in 2012.

What is a conscientious brand? This article explores the key features of a conscientious brand and the implications for brand management.

This article is directed to brand managers interested in building models for sustainable development and conscientious consumerism. The article is a version of a paper published in the Journal of Brand Management (2011).

For many, CSR has been seen as a sticking plaster that could heal a company’s reputation and improve its appeal. How can we make CSR a core idea inside companies?

Everyday people are stepping up to the plate in creating apps about brands or events that resonate with them. Brand owners need to do their share if they are to maintain a means of engagement with their audiences.

The authors contrast the approaches and personalities of Thomas A. Edison and Nikola Tesla, and how the two types contribute to successful teams in modern organizations.

An English-language version of d’Huy’s article ‘Nul ne peut se jouer des signes’.

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.

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.

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

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.

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.

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.

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.

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