Category Archives: The Journal of the Medinge Group, vol. 3, no. 1, 2009

New Movement

By Simon Nicholls | Published: September 10, 2009

The author proposes that integrity, relevance and shared values need to drive to the forefront of dialogue about brand theory.

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Quiet Brands/Invisible Brands (PDF presentation)

By Stanley Moss | Published: September 8, 2009

A short slide show on how enterprises are unbranding, or moderating their public positions, exploring avenues of greater discretion in brand strategy.

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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’.

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Poised for Success: the Indian Nation Brand

By Jack Yan | Published: September 8, 2009

Yan cites the ‘Incredible India’ campaign as a strategic triumph. He calls it a good example of Nicholas Ind’s principle of “living the brand.”

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Placebranding 2.0

By Sicco van Gelder | Published: September 8, 2009

This article argues that in future, places will function differently and that their governance is evolving into one where multiple stakeholders will come together to solve specific issues and that governments, although almost always involved, will be only one of the partners of such new alliances, coalitions and partnerships.

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Nul ne peut se jouer des signes

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

When brands make claims which they cannot support, stakeholders easily spot the ruse. Pierre d’Huy makes a semiotician’s case for the fact that signs can’t lie. In the philosophical universe, people won’t be misled.

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Mind the Gap! Branding Bridges in the Brain

By Philippe Mihailovich | Published: September 8, 2009

Where the brand’s personality is seen to begin – often the first successful product – is critical to the brand’s credibility and its ability to stretch further over time. It’s all a matter of bridging the gaps in our minds so that we can accept and trust these brands in a new category.

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Against Leviathan: building rhizomatic brands

By Nicholas Ind | Published: September 8, 2009

This paper challenges ideas about resistance to change and by implication, the traditional model of brand building which suggests the dominance of the organisation in controlling a brand. In its place we will stress the value of movement and difference – both of which are inherent in people’s relationships with brands

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Living with Translucency. Preparing for Transparency.

By Tim Kitchin | Published: August 28, 2009

Coping with translucency; preparing for transparency’ provides analysis and future insight for brand owners adapting to the world of social communications.

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Strategy, Teams and Momentum

By Patrick Harris | Published: August 11, 2009

Harris introduces the technique he calls a visual Mind-Map via a supporting audio file. This alternative to the conventional PowerPoint presentation allows all the key points of a talk to coexist on a single page, and personalizes the process. Harris says he sometimes begins with a blank page, filling it in with participants in an interactive scenario.

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Turning Discord Into Harmony

By Erika Uffindell | Published: August 10, 2009

Ultimately, change is simply what happens to us all, all of the time. The lesson is not in the amount of change we can handle, but in the way we manage that change.

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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.

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