The Journal

Beyond corporate social responsibility

For many, CSR has been seen as a sticking plaster that could heal a company's reputation and improve its appeal. How can we make CSR a core idea inside companies?

ET or TE?

The authors contrast the approaches and personalities of Thomas A. Edison and Nikola Tesla, and how the two types contribute to successful teams in modern organizations.

Brands with a Conscience: a subjective assessment

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?

Who’s kidding who?

An English-language version of d’Huy’s article ‘Nul ne peut se jouer des signes’.

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.