AllAboutBranding.com : Managing

	Heineken's Global Paradigm


What role can the Chairman play in ensuring global consistency and driving the priorities of the brand? Is there a global Heineken consumer? And what principles for leading global brands has Heineken found to be effective? This interview of Heineken Chairman Thony Ruys sheds light on these and other questions related to marketing Heineken's brand in a global marketplace. Contributor: Marc de Swaan Arons
	The Rules of Attraction: Less is more for the VIBs (Very Important Brands)


Prestige brands are soaring in this status anxious age but, as fashions come and go, how can a VIB (Very Important Brand) retain a constant air of exclusivity? As the author explains explains, this is one instance where less is definitely more Contributor: Matt Haig
	What is New in Marketing?


Why do marketers still feel their profession lacks its rightful position of influence? Will marketing move to the centre stage of business or continue lamenting its lack of status and influence? Unless we change, I know where I put my bet. Contributor: Dick Stroud


	2006 July March 2005 November October January 2004 December November October July May March January 2003 November October August May March January 2002 December November October June May March January