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Brand Legacy: What's Your Next Move?
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A Brand Legacy, or core idea, is often overlooked by marketing practitioners and can impact your current perception. Through years of message layering, if your core idea conflicts with today's meaning, your customers may be confused. We'll consider your position on the 'brand radar' and provide three possible strategies for your organization to consider: embrace, discard, or reinvent your brand. The challenge for your Brand Legacy in the future remains - what is your next move?
Contributor: Bill Nissim
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Brand Responsibility
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Corporate responsibility, citizenship and sustainability are currently very much in vogue within the global business community. The author explores how behaviour in these areas relates to image, brand and reputation.
Contributor: Dr. Arlo Brady
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Brand longevity: No. 5 is alive!
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History plays a critical role in branding, because consumers make decisions based on what they have known and what they have come to expect. Time adds credibility, presence, track record, reliability and the powerful and cumulative effect of collective memory. Nowhere is that dynamic more powerful than with longstanding brands. In this article, brandthinker Mark Di Somma looks at the success of the House of Chanel, and draws some conclusions on what it takes to survive and thrive as a brand with legacy in an age of impatience.
Contributor: Mark Di Somma
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Grey Marketing Means Business
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This sector is of increasing importance to marketers, but despite extensive press coverage is surprisingly unexploited. What do we mean by the 'Grey Market'? Is it important? Why it is largely ignored? Do you understand it?
Contributor: Dick Stroud
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