Category Archives: marketing

Transparency, engagement and social media: fulfilling a need

By Jack Yan | Published: January 4, 2012

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.

Also posted in Brand management, branding, communications, online branding, strategy, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged , , , , , , , , , , , , | Leave a comment

Indrigar and Jandrigar

By Stanley Moss | Published: January 4, 2012

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.

Also posted in history, leadership, management, strategy, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged , , , , , | Leave a comment

Conscientious brands

By Nicholas Ind | Published: December 5, 2011

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

Also posted in Brand management, branding, CSR, ethics, philosophy, social responsibility, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged , , , , , , , , , | Leave a comment

A new model for socially responsible brand management

By Ava Maria Hakim | Published: November 23, 2011

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).

Also posted in Brand management, consumer behaviour, CSR, design, ethics, innovation, marketing management, retail, The Journal, The Journal of the Medinge Group, vol. 5, no. 1, 2011 | Tagged , , , , , , , , , , , , , , | Leave a comment

Beyond corporate social responsibility

By Nicholas Ind | Published: October 31, 2010

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?

Also posted in branding, CSR, ethics, management, marketing management, social responsibility, strategy, The Journal, The Journal of the Medinge Group, vol. 4, no. 1, 2010 | Tagged , , , , , , , , , , , , | Leave a comment

If brands (and governments) don’t do their job, someone else will do it for them

By Yousef Tuqan Tuqan | Published: October 31, 2010

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.

Also posted in branding, online branding, The Journal, The Journal of the Medinge Group, vol. 4, no. 1, 2010, Web 2·0 | Tagged , , , , , , , , , , | Leave a comment

ET or TE?

By Pierre d’Huy | Published: October 31, 2010

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.

Also posted in design, history, intellectual property, invention, philosophy, The Journal, The Journal of the Medinge Group, vol. 4, no. 1, 2010 | Tagged , , , , , , , , , , | Leave a comment

Who’s kidding who?

By Pierre d’Huy | Published: September 8, 2009

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

Also posted in branding, communications, design, The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009, transparency | Tagged , , , , , , , , | 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 Brand management, branding, ethics, history, marketing management, retail, strategy, The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | Tagged , | 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, branding, design, history, internet, marketing management, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | 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, branding, CSR, environment, ethics, social responsibility, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | 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 Brand management, branding, management, marketing management, relationships, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | 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 branding, history, location marketing, marketing management, place branding, social responsibility, strategic planning, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | 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 Brand management, branding, management, marketing management, relationships, strategic planning, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | 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, branding, ethics, internet, management, marketing management, relationships, strategy, The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008 | 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 Beyond Branding, branding, consumer behaviour, marketing management, marketing research, philosophy, relationships, The Journal, The Journal of the Medinge Group, vol. 1, no. 1, 2007 | Leave a comment