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Dow Corning: Silicone-smooth branding
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This interview features a discussion between Marc de Swaan Arons of EffectiveBrands and Scott Fuson of Dow Corning. It talks about Dow Corning's experiences harmonizing Dow Corning under one master brand, educating and inspiring the marketing community at Dow Corning about the new strategy and architecture, and using all of the resources available to him to make the changes happen.
Contributor: Marc de Swaan Arons
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InterContinental Hotels: Global Branding Suite Success
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This interview features a discussion between Frank van den Driest of EffectiveBrands and Peter Gowers of InterContinental Hotels Group. It talks about the challenges of global brand development, global activation in a franchise service model, and inspiring brand-building behaviors throughout an organization.
Contributor: Frank van den Driest
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Danone: Serving Up Servant Leadership
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This interview features a discussion on global brand management between Frank van den Driest of EffectiveBrands and Olivier Faujour of Danone. It talks about Faujour's experiences as General Manager of the Dairy Division for kids' products. Kids' products are sold under different local brand names (Danonino, Danonetje, Danimals, Petit Danone) in more than 30 countries and account for $1 billion turnover.
Contributor: Frank van den Driest
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MasterCard - Finding a Compelling Global Positioning: 'Priceless'
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This interview with Lawrence Flanagan(Chief Marketing Officer and Executive Vice-President of Global Marketing) of MasterCard International, looks at Flanagan's success in rejuvenating the MasterCard brand, his approach to building an effective global brand team and the lessons he has learned along the way.
Contributor: Marc de Swaan Arons
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Will the place you live affect the power of your brands?
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Just as business practice is now subject to deeper scrutiny than ever before, so public perceptions of, and trust for, brands have a wider basis than before, and it's intensifying. Brands are now judged by the country, and not just the company, they keep. And if you're responsible for a brand, you now need to be seriously assessing those national perception impacts, because the potential for them to do you damage or deliver you advantage is palpable.
Contributor: Mark Di Somma
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Global Poll: How the World Sees the World by Simon Anholt
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The Anholt-GMI Nation Brands Index is the first analytical ranking of the world's nation brands. Each quarter, the Index, led by nation brands expert Simon Anholt, polls consumers from the GMI worldwide five million-strong market research panel on their perceptions of the cultural, political, commercial and human assets, investment potential and tourist appeal of several countries. This adds up to a clear measurement of national brand power, and a unique barometer of global opinion.
Contributor: Simon Anholt
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Branding and the international community
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This article discusses international policy issues in branding, from the Universal Declaration of Human Rights to how the United States may position itself in accordance with it, especially in overcoming negative impressions about the country. Several key members of the US cabinet and administration have a copy.
Contributor: Jack Yan
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The new brand of war, are you buying it?
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In this provocative article, brandthinker Mark Di Somma examines the way the war in Iraq has been packaged and sold to us through the mainstream media. The results, he believes, prove the need to set a line in the sand for how far branding is allowed to go.
Contributor: Mark Di Somma
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The Added Value of Design
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In a marketplace where compelling messages, consistent delivery and emotional experiences are at the heart of a brand's success, organizations need to actively develop fully integrated and powerful design strategies. This paper discusses four principles that will help companies fully recognize the value of design in the 21st Century and how to successfully integrate it into a wider business strategy. The four concepts discussed are as follows: Design Identity, Design Strategy, Design Equity and Design Differentiation.
Contributor: Rachell Simmons
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