In January 2011, the Medinge Group’s annual Brands with a Conscience (BWAC) awards will be announced for their eighth consecutive year. What does this term represent? What are the awards, how were they created, how are they decided, who has won in the past and how can they be viewed in retrospect?
A short slide show on how enterprises are unbranding, or moderating their public positions, exploring avenues of greater discretion in brand strategy.
An English-language version of d’Huy’s article ‘Nul ne peut se jouer des signes’.
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."
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.
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.
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.
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
Coping with translucency; preparing for transparency' provides analysis and future insight for brand owners adapting to the world of social communications.
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.