Beyond Branding: from abstraction to cubism / Nicholas Ind.
This paper argues for a process driven approach to brand building - avoiding the abstraction that can occur from a superficial use of research.
Exploring managers' views about brand saboteurs / Elaine Wallace and Leslie de Chernatony.
Exploring the relationship between employee behaviour and service brand performance.
Inside Out / Nicholas Ind
Typical approaches to brand building tend to focus on marketing communications. Yet it is employees, through their understanding of a company’s ideology, who truly build an image of the
organisation in the minds of customers and other stakeholders.
Creativity / Nicholas Ind and Cameron Watt
Creatively defining and managing boundaries—especially the boundaries defined by brand—is essential to innovative success.
Corporate Branding / Mary Jo Hatch and Majken Schultz
This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented.
Lego / Mary Jo Hatch and Majken Schultz
Top managers face many managerial and organizational challenges when they incorporate corporate branding into their strategy formulation process. When implementing corporate brand strategy, companies move well beyond even the most sophisticated prescriptive models for strategic branding—such as those that focus on how to design brand identity and architecture or that offer brand-planning systems. The LEGO Company provides an excellent example of the managerial complexity and organizational dynamics that go into developing a global brand.
Strategic Stars / Mary Jo Hatch and Majken Schultz
Companies are increasingly seeing the benefit of a corporate branding strategy. But to get the most out of such an approach, three essential elements must be aligned: vision, culture and image. Are yours?
Branding y Arte (Spanish) / Nicholas Ind and Cristian Saracco
An analysis of how arts organisations can use branding to position themselves in the marketplace. English text available on request
Marketing: crear el habito de medir para decidir(Spanish) / Cristian Saracco
Como incrementar la participacion de la experienceia de marca dentro del 'mix' de activos intangibles de una empresa.
Branding Interno: las buenas acciones empiezan por casa (Spanish) / Cristian Saracco
Construir marca internamente es esencial para capitalizar el conocimiento y el entusiasmo de la organizacion, dar mayor consistencia a las decisiones de negocio y generar comportamientos coherentes que se traduciran en una ventaja competitiva diferencial y, por tanto, en mejores resultados.
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