Tag Archives: communications

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.

Posted in Brand management, branding, communications, consumer behaviour, leadership, The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | Also 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.

Posted in Brand management, branding, ethics, history, marketing, marketing management, retail, strategy, The Journal, The Journal of the Medinge Group, vol. 3, no. 1, 2009 | Also tagged | Leave a comment