retail

 

Demythologizing the McElroy Memo

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, history, marketing, marketing management, strategy | Tagged , | Leave a comment

Branding New Kinds of Places: the Example of Experience Retail Centres

The author, a town planner and place and destination brand practitioner, discusses the challenges of creating place brand strategies for completely new types of urban development using the example of the emergence of places that combine retail, leisure, entertainment, sports, cultural and heritage facilities to a greater extent than has been seen hitherto.

Also posted in The Journal, The Journal of the Medinge Group, vol. 2, no. 1, 2008, consumer behaviour, design, environment, experience marketing, location marketing | Leave a comment