Former Medinge Group member Tim Kitchin passes away
Long-time UK-based member Tim Kitchin, who was instrumental in Medinge Group's early years, passed away at the weekend. Our thoughts go to his family at this very sad time.
All posts tagged: Beyond Branding
Google and Facebook should not head “top brands” lists when consumers do not trust them
I’ve always been surprised when I see Google or Facebook appear on any “top brands” lists. It’s branding 101 that a strong brand must have loyalty, awareness, positive associations, perceived quality, as well as proprietary assets, based on the model from David Aaker, and implicit in this, I always thought, was trust. You can neither
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.
Linking Vision and Values with Brand (Specifically Reputation) Management
Organizations often experience failure, either because of a flawed vision, or a shortfall of values. How then do we align internal and external communications to create sustainable competitive advantage as a route to a strong brand reputation?
Why More Brands Now ‘Have a Conscience’
An historically significant article written in 2004 examining the intellectual and semiotic underpinnings of brands with conscience. It is published with the permission of the estate of Colin Morley; his vision helped shaped Medinge’s yearly Brands with a Conscience awards, inspiring our yearly presentation to an NGO, named in his memory.
Beyond Branding: from Abstraction to Cubism
This paper argues that rather than relying on the abstraction of research to get close to the customer, brand managers should work at building genuine relationships with customers by opening up the boundaries of the organization