http://medinge.org/journal A collection of papers from the high-level Swedish-based branding think-tank. Sun, 31 Aug 2008 01:59:56 +0000 http://backend.userland.com/rss092 en Malcolm S. Allan Locum Consulting mallan@locumconsulting.com M. Allan: ‘Branding New Kinds of Places: the Example of Experience Retail Centres’, The Journal of the Medinge Group, vol. 2, no. 1, August 2008. Microsoft Word version Abstract The author, a town planner and place and destination brand practitioner, discusses the challenges of creating place brand strategies for completely ... http://medinge.org/journal/20080831/branding-new-kinds-of-places-the-example-of-experience-retail-centres/ Tony Quinlan Chief Storyteller, Narrate Consulting T. Quinlan: ‘Mythology, Leaders and Leadership’, The Journal of the Medinge Group, vol. 2, no. 1, 2008. Microsoft Word version Leadership. Three syllables—nice, straightforward concept. Right? Wrong. What I perceive as a good leader will be different to what you perceive as a good leader. And different again ... http://medinge.org/journal/20080831/mythology-leaders-and-leadership/ Jack Yan CEO, Jack Yan & Associates, PO Box 14-368, Wellington 6241, New Zealand jack.yan@jyanet.com J. Yan: ‘Saving Detroit, by Not Making the Same Old Mistakes’, The Journal of the Medinge Group, vol. 2, no. 1, 2008. PDF version Executive summary Detroit has not ever used a brand orientation in its automakers’ marketing strategies, and it ... http://medinge.org/journal/20080830/saving-detroit-by-not-making-the-same-old-mistakes/ Thomas Gad Chairman, The Medinge Group Founder, Brandflight Stanley Moss CEO, The Medinge Group Founder, Diganzi diganzi@medinge.org T. Gad and S. Moss: ‘The Second Wave of Sustainability Hits Swedish Brands’, The Journal of the Medinge Group, vol. 2, no. 1, 2008. When Scandinavians read news about global warning, it somehow does not feel like news to them. It ... http://medinge.org/journal/20080830/the-second-wave-of-sustainability-hits-swedish-brands/ Tony Quinlan Chief Storyteller, Narrate Consulting T. Quinlan: ‘An Introduction to Storytelling in Employee Branding’, The Journal of the Medinge Group, vol. 2, no. 1, 2008. Introduction Let’s begin with clearing up a potential misunderstanding. Storytelling is a misnomer. It conjures up the image of a passive audience sitting listening to someone with the ... http://medinge.org/journal/20080830/an-introduction-to-storytelling-in-employee-branding/ Nicholas Ind Equilibrium Consulting, pb 5822 Majorstuen, 0308 Oslo, Norway nind@equilibriumconsulting.com N. Ind: ‘A Participative Approach to Brand Building’, The Journal of the Medinge Group, vol. 2, no. 1, August 2008. PDF version The argument of this paper is a simple one: creating value for customers is an organization-wide responsibility. This is a step removed ... http://medinge.org/journal/20080830/a-participative-approach-to-brand-building/ Sicco van Gelder Placebrands S. van Gelder: ‘How to Improve the Chances of Successfully Developing and Implementing a Place Brand Strategy’, The Journal of the Medinge Group, vol. 2, no. 1, August 2008. Microsoft Word version 1. Introduction Place branding (for countries, regions and cities) is a relatively new discipline and inevitably people have many ... http://medinge.org/journal/20080830/how-to-improve-the-chances-of-successfully-developing-and-implementing-a-place-brand-strategy/ Ian Ryder British Computer Society I. Ryder: ‘Issues and Challenges of Developing and Managing Brand Strategy in a Not-for-profit (Chartered) Body’, The Journal of the Medinge Group, vol. 2, no. 1, August 2008. No brain-food—just a sector anecdote! The same rules apply: we all know that “rules is rules”, right? Could we try a ... http://medinge.org/journal/20080830/issues-and-challenges-of-developing-and-managing-brand-strategy-in-a-not-for-profit-chartered-body/ Patrick Harris thoughtengine patrick@thoughtengine.co.uk P. Harris: ‘We the People’, The Journal of the Medinge Group, vol. 2, no. 1, August 2008. PDF version Abstract This paper considers the importance of employees in the process of building customer experience. The paper states that internal investment is rewarded with consistent, quality customer exchanges. Emphasis is first placed on ... http://medinge.org/journal/20080830/we-the-people/ Pierre d’Huy Experts Consulting p.dhuy@experts-consulting.com Translated from the French by Stanley Moss CEO, The Medinge Group Founder, Diganzi diganzi@medinge.org P. d’Huy: ‘PowerPoint: Rhetoric Machine’, tr. S. Moss, The Journal of the Medinge Group, vol. 1, no. 1, August 2007. Microsoft Word version | Version original ‘With the device of rhetoric, what is offered at the beginning—and appears at the ... http://medinge.org/journal/20070814/powerpoint-rhetoric-machine/