TGIM! Rethinking the workplace
The ideas behind workplaces have not changed in a century, and they need to be re-evaluated to maximize team well-being, says Erika Uffindell.
The Journal
The impact of grass roots’ branding
Branding can be a tool to improve the lives of communities in some of the remotest parts of the world. Sandra Horlings provides a first-hand example of her work to lift the well-being of refugee communities in India.
Can perfume ever become a luxury again?
Scents have come to rely on fashion brands to propel them into the limelight, but is it possible to bring the perfumers back to prominence?
Why bother about myths?
Myths help explain why some brands enter the Zeitgeist and others do not.
The components of digital branding and their effects on brand equity
Various market orientation and branding models are already familiar to a lot of academics and practitioners. However, the digital landscape, in particular social media, has given marketers a new set of concerns. Can these elements be brought together in a single model with positive consequences for brand equity?
Naming: a subjective primer
The understandable quotient of high anxiety connected to the process of naming cannot be overstated. Like all things branding, the question of naming begs to be taken in context.
Beyond place branding
Place branding, as it is generally practised, can be a waste of taxpayers' money. Nicholas Ind says the model should be more participative, and that place branding should be at the forefront of democratization and engagement.
Enough, already!
This article is based on a presentation I gave to an audience of MBA alumni from ESADE, the Spanish business school, on September 26, 2012. The title is borrowed from that well known phrase New Yorkers use to express their feelings of ‘Enough.’ It’s often spoken with great emotion and a sense of exasperation about
I + E + A: the formula for sustainable brand growth
Strong brands can better resist uncertain economic environments and are better able to support sustainable growth. But, how is a strong brand built? By investing in I + E + A.
Twenty-first-century slaves
Cristián Saracco asks: with our reliance on technology, are we enslaving ourselves by giving up our independent thinking?