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How To Crash The Consumer-Controlled Party
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How do you connect with the consumer when they're calling all the shots? View your consumers as both customer and collaborator and employ some game-changing thinking. This white paper explores what it takes for your brand to be hip in a consumer-generated world in the midst of a digital technology revolution
Contributor: David Brody and Alex Bernstein
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Evangelista! - creating customer evangelists when nobody really gives a crap
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Brands of the future will be those who are able to surround their products and services with ardent advocates, loyalists: passion brands. Everyone else will be left to beat it out in the price wars. The author shares a framework of looking at brands as belief systems and demonstrates how this can apply to any brand.
Contributor: Patrick Hanlon
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Measuring Marketing Properly
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Company leaders have long sought better ways to measure marketing effectiveness. The good news is that measurement tools exist for those willing to invest in doing it well.
Contributor: John Davis
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The Obscure Art of Measurement
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Measuring your brand marketing performance allows you to celebrate success and almost more importantly, allows you to explain away failure, with the added promise of moving things back on track. The problem is in measuring the right things in the right way, and drawing the right conclusions. This article looks at some of the traps for young players.
Contributor: Tim Roux
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Brand Genetics. What is the magic of brands?
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Author Peter Fisk, of 'Marketing Genius' looks at ten brands which have had the vision and power to shape their markets, maintain their focus and principles over time, and combine intelligence and creativity in order to drive success competitively and financially. In the process he identifies the genetics on which such brands are built, and through which they grow and thrive.
Contributor: Peter Fisk
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Marketing Genius: Finding the big idea that defines you
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'Genius' lies in the ability to connect markets and business, creativity and analysis, customers and shareholders, promises and reality, today and tomorrow. This extract from business best seller 'Marketing Genius' explores what creates a great brand and guides you in developing your own brand strategy - providing a clear brand architecture, illustrating how it is brought to life inside and out, referencing such iconic brands as Virgin, Pret a Manger and BMW.
Contributor: Peter Fisk
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12 Sure Signs of a Disillusioned Culture
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It's extraordinary how the same things seem to pop up in every culture that is not working to capacity, regardless of sector, workforce size or what management might be doing or espousing to the contrary. In this article, internal culture expert Felicity Stevens and brandthinker Mark Di Somma join forces to identify 12 sure signs of a disillusioned culture, together with observations on why they occur and some thought-starters on how to go about changing them.
Contributor: Felicity Stevens and Mark Di Somma
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Building a Strong Brand: The ID Branding Framework
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Brand building activity can be difficult to plan, develop and manage without a strong foundation. In this paper, ID Branding presents their framework as a continuous and holistic process that impacts upon every facet of the business. Focusing upon four core brand disciplines - Brand Strategy, Brand Identity, Brand Experience and Brand Management - the role and inter relationships of each discipline is examined. A comprehensive brand glossary is also provided.
Contributor: Dennis Hahn
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Building your Brand for Wealth
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This article looks at the value of brand-building for business owners - asking whether creating cash or building wealth is the goal, and identifying four key components to making brands work. A separate brand asset checklist lets you review your brand, looking at some owner-specific issues such as succession and wealth creation?
Contributor: Harish Chauhan
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