Articles
- A unified theory of brand management: How your promise equation can make or break your brand
Randall S. Rozin, Global Director, Brand Management and Marketing Communications, Dow Corning - A new model for assessing the value of social media activity
Mark Henry, Central Marketing Director and Brian Harte, Head of Customer Engagement & eMarketing, Tourism Ireland - Strategies for making brands more dynamic and entrepreneurial
Julie Cottineau, Founder, BrandTwist; former VP, Brand, Virgin USA - How sustainability creates business and brand value
Nestor Coronado Palma, Director, Sustainability, Philips Consumer Lifestyle and Mirjam Visser, Delft University of Technology - Why and how to employ simplicity in brand communications
Howard Belk, co-CEO and Chief Creative Officer and Brian Rafferty, Global Director of Research Insights, Siegel+Gale - Case study: Growing a designer bridal jewellery brand
Daniel J. Scott, Chief Marketing Officer, Scott Kay - The transformation of automotive brands and the triumphs and pitfalls of current positioning
Brent Percival, Development Officer, Auburn University - ‘Rogue’ athlete endorsers: Using social identity theory to assess brand fit
James Pokrywczynski, Associate Professor, Department of Strategic Communication and David L. Brinker, Marquette University - Exploring the challenges facing female athletes as endorsers
John Antil, Associate Professor of Marketing, Matthew Robinson, Professor, University of Delaware and Rick Burton, Professor, Syracuse University
Interview
- The IBM Brand System: Interview with Kevin Bishop, VP WW Brand System and IBMer Enablement, IBM
Angus Jenkinson, CEO, Stellar Global Partnership
