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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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Virtual Worlds: The Next Realm in Advertising?
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This article explores advertising in virtual worlds examing its usage by
major organizations such as Microsoft, the American Cancer Society, W Hotel,
Coca Cola, Wells Fargo, and many others. The author poses the question - is
virtual worlds the next realm in advertising?
Contributor: Bill Nissim
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First, do no harm: The true role of public relations in branding
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Blumenthal argues that the role of public relations, rather than building the brand itself, is to use transparency to defend the brand's reputation. In fact, PR cannot build the brand because transparency is antithetical to activities that build image.
Contributor: Dannielle Blumenthal
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Brand Talking: Wrapping Your Brand Around Word Of Mouth
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WOM may be hot as a concept, but the brand disciplines needed to
achieve a powerful talked-about reputation are age-old. The new time of open
source information will challenge the control-freaks who just want to
broadcast to their audiences, but for those willing to accept that their
brands are now valued as much by the interactions that stakeholders have
between themselves, there are new opportunities and ways to capitalise.
First though, get the headspace right.
Contributor: Mark Di Somma
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Putting the Metrics into Music
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This article examines how to ensure that music becomes a brand asset not a liability. It assesses how resources are currently allocated to music and explains how music branding, if properly managed and measured, can increase the brand value (emotive and financial).
Contributor: Ruth Simmons and Rachel Simmons
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Blogging Builds Brands
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Blogging offers brand marketers a key opportunity to engage with their consumers. Avoid the 'blogosphere' at your peril. But what exactly are the benefits? And who does it well and what have they achieved? Finally, what's the process?
Contributor: Stephan Spencer
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Music Branding - What's the Real Score?
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Do Brands really understand Consumers in relation to music? Do Brands end up with the music they need or all that can be secured or is on offer? What other factors influence the decision-making process and why we need to change?
Contributor: Ruth Simmons
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Heritage: A Master Brand Builder
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Heritage is born in, and nurtured, over time. Customers need time to buy and use the brand, time to make the brand a part of their lives, and time to endow the brand from one generation to the next.
Contributor: Joseph Benson
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Nisbet Plantation Beach Club
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This case study was of Nisbet Plantation Beach Club by Madigan Pratt, was a Gold Award winner for Integrated marketing at the 22nd Annual Atlas Awards.
It begins by defining IMC Communications, and then details how this is applied in a practical environment. It uses the Nisbet Plantation Beach Club IMC project to demonstrate the IMC process from setting objectives to implementing the strategies to the results gained such as increased occupancy levels and overall awareness throughout the market.
Contributor: Madigan Pratt
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