Who’s kidding who?
An English-language version of d’Huy’s article ‘Nul ne peut se jouer des signes’.
Blogposts
Poised for Success: the Indian Nation Brand
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."
Placebranding 2.0
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.
Nul ne peut se jouer des signes
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.
Mind the Gap! Branding Bridges in the Brain
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.
Against Leviathan: building rhizomatic brands
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
Living with Translucency. Preparing for Transparency.
Coping with translucency; preparing for transparency' provides analysis and future insight for brand owners adapting to the world of social communications.
Strategy, Teams and Momentum
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.
Turning Discord Into Harmony
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.
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.