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The power of corporate branding
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Every organisation has a corporate image, whether it wants one or not. When properly designed and managed, the corporate image will accurately reflect the level of the organisation's commitment to quality, excellence and relationships with its various constituents.
Contributor: Steven Howard
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The rise of the customer gateway
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Evolving business model scenario where companies will either be customer gateways - the trusted partner for individual customers - or content providers to these gateways. Implication for brand is that gateway brands must focus on personal affinity, whilst content brands focus on product differentiation.
Contributor: Peter Fisk
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The business of identity
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Extensive report on a study of brand management in six companies to test how brand contributes to business performance. Businesses are tested against a five stage brand identity model; each stage being matched to key indicators of a successful market orientation.
Contributor: Jack Yan
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Problems with new brands
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Considering a new brand ? This article points to norms of awareness, distribution, trial and repeat that you'll need to beat. Today's marketing may mean servicing a higher brand is more important than launching a new one.
Contributor: Chris Macrae
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Visions that created company brands
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Roll call of companies whose success relates to the original vision of the founders.
Contributor: Chris Macrae
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142 opportunities for design, and counting
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Ten items crying out for design - a subset of Tom Peters much longer list.
Contributor: Chris Macrae
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Creativity's fundamental question
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Consumer understanding is fundamental to a creative brand. Review of two articles by Susan Fournier, which focus on understanding the consumer's experience and how it relates to brand creativity and relationship marketing.
Contributor: Chris Macrae
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Big idea brands
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Owning a big idea brand makes it almost impossible for another category brand to take over; some examples of big idea brands.
Contributor: Chris Macrae
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Who creates a brand ?
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Two examples of great brands, Coca-Cola and Marlboro, which originated from communications creativity.
Contributor: Chris Macrae
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