Advanced Brand Strategy Masterclass Week 4 - Managing Brand Architecture
by: Idris MooteeWelcome to week four. This week we are introducing brand architecture. This is less exciting previous sessions as the primarily focus of this one is on the economics of brand...
View ArticleThe Power of 'New'
by: Roger DooleyMarketers know there are potent words in advertising, like “Free” and “New.” Neuroscientists have now determined that the appeal of “new” is hard-wired into our brains. Novelty...
View ArticleBrands and Process Management
by: Sigurd RindeHugh, seems we have a parallel experience here!"The phrase I can't get out my head is "Cultural Transformation"!"So I ask myself - what's the difference between "brand management" and...
View ArticleBetter OS & Better Search
by: Joanthan Salem BaskinI had an epiphany when I was in New York last week and Google announced its G1 phone:Google is the new Microsoft.The parallels are scary: personality-driven, world-changing...
View ArticleReal Time Marketing Is Opportunity for the Jack Bauer of Advertising
by: Scott GoodsonHow do you think real time marketing affects what traditional marketers do? How do big marketers cope with the idea that you spend months on end planning, creating, producing and then...
View ArticleObama's Cultural Movement. An Insider's View
by: Scott GoodsonWe believe brands can lead cultural movements, that they should have a relevant role in popular culture and encourage grassroots interaction and participation. This is our focus at...
View ArticleTwo Free Reports on the Brand Agency Disconnect
By: Alain Thys At best, the relationship between most brands and their communication agencies is "strained". While exceptional agencies and executives exist (someofwhichwritingfor this blog), the...
View ArticleBrand Management and the 10:45 Per Day Generation
The Kaiser Foundation recently released a study documenting the astounding fact that 8-18 year olds in the United States have increased their media use from 8hrs 33 mins per day in 2004 to 10hrs 45...
View ArticleReal Time Brand Management
On March 13, a Virgin America flight from Los Angeles to New York was diverted from John F. Kennedy International Airport to Stewart airport in Newburgh, N.Y., due to severe weather, and the passengers...
View ArticleWhich best brand list is right?
BrandZ just published its annual brand valuation report weeks after Forbes released its best brand list. The dramatic differences between the lists caused some head scratching among businesspeople....
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