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	Would You Like Service with That?
	By Chris Bedford and Anson Lee, Karo Group
	The whitepaper discusses the relevance of Service Design as a critical discipline within the Experience Economy. Using Karo's work with Open Road Auto Group as an example, the authors deconstruct the customer experience and demonstrate how businesses can thoughtfully apply service design to better align the promise of the experience with the needs of the consumer.
	Summer 2008

	The Power of Internet Gripe Sites
	By FairWinds Partners, LLC

The addition of "sucks" to a brand is one of the simpler and more intuitive pejorative terms, and is evidently a popular violation of brands that domain registrants want to protest or tarnish- "sucks.com" is the rightmost anchor of nearly 20,000 domains. Because of the popularity of brandsucks.com, brand owners often seek advice on how to handle these domains in their brand protection strategies. In response to this demand, FairWinds conducted a study that analyzes high level, worldwide trends surrounding the registration and use of brandsucks domains and highlights the best available enforcement options.

Summer 2008

	The Future Is Not New
	By Ralph Windson

This paper deals with the increasing importance of branding in the technology sector as opposed to its more traditional focus on innovation and new features. The central theme is that while supply-side improvements can be made with comparative ease, branding is much harder to control and therefore more valuable as a method of differentiation from a technology vendor's competitors. To support the observations reference to a number of high profile companies in the IT and electronics sectors such as IBM, Cisco, Sony and Apple.

Summer 2008

	Reviving Weak and Dead Brands: Insights from Theory and Practice
	By Sunil Thomas, Ph.D. and Chiranjeev Kohli, Ph.D.

Over the years, many brands such as Oldsmobile, PanAm, and Woolworth have met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are also lost. Unfortunately, even the strongest brands with high net worth are not immune from brand decline and subsequent death. In today’s market, where new product introductions are both expensive and risky, it may be worthwhile to evaluate brands that are declining, and invest in them to revitalize them. However, there is a dearth of studies that focus on declining brands. In this paper, we use findings from academic literature, detailed case studies, and interviews with marketing executives to provide guidelines to deal with declining brands. We study the conditions that lead to brand decline and brand death, highlight signs that may suggest an impending decline, offer insights into assessing the viability of reviving a brand, and suggest various approaches that can be used to strengthen the brand and give it a second life.

Summer 2008

	The 7 Elements of a Viral Video Campaign
	By Jerry Bader

With the overwhelming number of websites, blogs, social networking sites and other media platforms being utilized by brands on the Internet to reach consumers, establishing differentiation from the competition is more difficult than ever. However, by following the seven elements to a viral video campaigns detailed in this white paper, brands can gain a competitive advantage by embracing the full potential of emerging technologies and online marketing strategies.

Summer 2008

	Want to Master Google?
	By Mayank Bidawatka

With so much clutter and competition in today's marketplace, brands must ensure they are within reach, or sight, of consumers' eyes—especially online. This white paper provides instructions on how to take advantage of the opportunities presented by the Internet, and how, specifically, to achieve a high page ranking in Google's listings.

Summer 2008

	Ad Networks and How To Choose Them
	By Robert Tas

This white paper provides the digital media professional with a comprehensive introduction to digital ad networks. It explains what ad networks are, the roles they play for advertisers, and the key market segments of the business. It also offers advice on how to select an ad network for your brand.

Summer 2008

	Branding Intangibles
	By Emily Hummel

American's dependence on technology has resulted in more intangible products and services on the market. So, while it is essential that companies establish distinctive brands in their marketing plans, they must also emphasize differentiation and trust when marketing the branded product. This is especially critical for companies selling intangible products because trust itself can be the most significant differentiator. This paper looks at how to successfully brand intangibles with seven elements and examines the importance of differentiation and building trust.

Summer 2008

	The Rhetoric of Mythological Branding
	By Fabian Bautista

The contemporary use of rhetoric can be found in diverse scopes of social life. In the field of graphic communication, branding uses rhetoric with the purpose of modifying consumer attitudes towards a brand. This white paper will demonstrate how the branding industry can use mythology to transcend time and speak directly to the primary and even holy feelings experienced by human kind.

Summer 2008

	Brand Fashioning: What Brand Managers Can Learn from Fashion Designers
	By Michel Jansen

This article is meant to challenge the existing paradigms on branding and to go beyond our current way of thinking on how to build strong brands. It gives a new and unexpected perspective on how to build meaningful brands by getting inspiration from the world of fashion. Because if there is one industry that has understood the concept of value creation, it is the fabulous world of fashion. In this article the "secrets" of world¹s best marketing machine are uncovered.

Summer 2008

	Six Steps to Building a Swashbuckling Airline Brand
	By Shashank Nigam

The airline industry is unique‹it is cyclical in nature, incurs high-fixed costs, there are uncertainties due to heavy dependency on other fluctuating factors like oil prices and has a length of engagement with the customer that is not common in other industries. An ideal branding model for the airlines would take into account both the realities of business and the nature of the industry. The 6X branding model helps guide an airline's branding approach by focusing on six key levers: Brand Xpectation, Brand Xperience, Brand Xpression, Brand Xternalities, Brand Xtensibility and Brand X-Factor.

Summer 2008

	Branding Registries
	By Yvette Wojciechowski

Potentially biased marketing campaigns are implying the beginnings of a widespread trend of brand owners lining up to register specialized extensions "DotBrands" and contain the underlying threat of brands being left behind if they do not follow suit. However, brand owners must avoid the potential pitfalls of rushing to respond to this sales pitch, and step back to take a realistic look at the specialized TLD, what its registry entails and the likelihood of its success. This paper offers the perspective from that step back.

Summer 2008

	Pushing Infringers to the Edge
	By Robert Rozicki

Domain names as business facilitators cannot be underestimated by brand owners with 65% of navigation done this way. The darker side of the Internet exploits this potential through brand infringement and with ever increasing cases this paper looks to help brand owners profile brand infringers and develop techniques and strategies to protect their brand value online.

Summer 2008

	Branding Green: 10 Features for Success
	By Chris Sherwin and Lena Staafgard

Hardly a day goes by without some mention of sustainability in the media. Coverage is not always positive, but it is certainly more widespread. Big business and brands are in the thick of it launching campaigns, commitments and sustainability programmes at breakneck speed. But is any of this real or any good? What's genuine leadership and what's 'greenwash'? This paper is based on an analysis of case studies and commentary by key sustainability opinion-formers. Its aim is to present primary research into 10 cases of green branding and business leadership. It presents the findings from these cases as 10 success factors for 'greening' business and brands.

Spring 2008

	Branding Pakistan
	By Umair Naeem

The term paper looks to describe the current situation in Pakistan with respect to the world scenario, and focus on the fact that a country needs to be marketed as a Brand in order to be successfully integrated as a positive part of the global fraternity. The paper looks at examples and case studies (looking at the case of Brand India in detail), and come up with conclusions and recommendations as a possible way forward.

Spring 2008

	Real Estate Branding
	By Jean Claude Saade

Although the core underlying principles are always the same, branding in the real estate business is facing its own challenges and has found special creative ways to deal with them. In certain markets where this sector is now developing in an unprecedented way due to a number of economic and conjuncture reasons, being aware of certain concepts and dynamics about real estate branding might be priceless to real estate developers. At a time where the effects of the US credit crunch have not reached all markets, being prepared by building a strong brand could be the best strategy facing any possible real estate recession.

Spring 2008

	A New Way to Rethink HR: Become Your Own Brand Manager
	By Tim Geisert

Branding is just as important today in attracting and retaining employees as it is for attracting and retaining customers. Yet Employment Branding strategies have not refined or applied consumer branding techniques for recruiting and retention purposes. In order for HR practitioners to rethink and elevate the value of their departments, a strategic business case needs to link Employment Branding to the bottom line. But are there mechanisms that can be applied from consumer branding to do this? Examining HR through the branding lens provides the answer.

Spring 2008

	Enhancing Web Effectiveness With Audio Sound Design
	By Jerry Bader

The average person is exposed to an assault of stimuli each and every moment of our waking day. Some of this stimulus catches our attention, but much is filtered out as extraneous, useless, or unimportant. This filtering is our way of handling the constant barrage of information we endure. As marketers it is our job to cut through all the meaningless, random white noise of life and penetrate the consciousness of our targeted audience with our marketing messages.

Spring 2008

	Fundamentals of Mobile and Mobile Marketing
	By Jim Nichols

This white paper is intended to provide an overview of the mobile marketing options available to marketers today. It is designed for the person who wants an entry level perspective on the platform. I these pages we will discuss:

Mobile Terminology
The Basics of How to Think About Mobile Marketing
Mobile Statistics
Mobile Marketing Options

Ultimately, this document is meant as a starting point in your pursuit for greater understanding of emerging media options, in this case mobile. After reading, you should have some idea of how to proceed to explore digital marketing for your brand.

Spring 2008

	Swarm Marketing
	By Chuck Brymer

Watch a school of fish swim. They have no leader. No one is telling them what to do. Instead they are paying close attention to the fish next to them, in order to move at exactly the same time in exactly the same direction. This type of swarm behavior defies convention. Animal groups moving together as one without ever being told what to do. The comparison of swarm behavior to human interaction has become increasingly relevant as human instincts and social technologies have merged to create an unprecedented collective intelligence.

Spring 2008

	Branded Software Experiences—A Cost-Effective and Critical Component of Your Brand Advertising Mix
	By Jackson Fish Market

This paper is for branding advertisers. By brand advertisers we mean the marketing leaders at the big brand companies as well as the talent at the agencies that work with the advertisers helping them get their message out. Let's acknowledge up front that we are in brand new territory (no pun intended) when it comes to brand advertisers sponsoring deep and empathetic software experiences (links to examples at the end of the paper). But there's no denying that this is a growing trend that has the capacity to bloom into a full grown "way of doing business."

Spring 2008

	Top Performing European Retail Brands 2008
	By Interbrand

Of all the market categories, retails offers the broadest canvas for any brand to show its true colours. From the understanding of a market that gives birth to a strategy. From the creation of environments, to the engagement of the people that bring the brand to life. To the supply of product that puts the brand into the consumer's hand. Retail really does have it all.

Spring 2008

	Brand Positioning Using Web-Video
	By Jerry Bader

As Web-video presentations increase in popularity as a means of delivering marketing messages over the Internet, there will be the inevitable major successes and unfortunate failures. It is only a matter of time before Web-video becomes the dominating vehicle for businesses that are serious about marketing communication.

The businesses that will be successful will learn how to use the medium beyond its technical implementation, focusing instead on the psychological elements that communicate beyond mere surface meaning.

Spring 2008

	Mainstreaming Green: 9 Rules for Popularizing Purpose With Today's Consumer
	By North Venture Partners

Even though the color "GREEN" has made quite the comeback in recent years, there are a number of challenges and obstacles brands face when trying to sell purpose or social responsibility to a mainstream consumer. You see, in order for positive social change to occur on a massive scale, corporations, entrepreneurs, and marketers alike will need to become better educated and more aware of why these current and prospective conscience consumers choose, buy, use, and even dispose of purposeful products in the first place.

Spring 2008

	The Reputation, Image and Influence of the Pharmaceutical Industry:
	By Jane Parker

Until recently the ‘ethical’ pharmaceutical industry had an unassailable set of social, political, technological and economic credentials. Its single-minded pursuit of integrity was widely respected, and its reputation, image and influence were without equal. The reputation that took decades to build has now become severely tarnished. With stakeholder trust at an all time low the industry is now the recipient of especially vehement criticism. The strategy to rebuild the reputation of the industry will require a deep understanding of the agendas and needs of all relevant stakeholders so that expectations can be fully met. This document explores a number of possible strategic and tactical initiatives to rebuild stakeholder trust and to restore the reputation, image and influence of the industry.

September 2007

	A Prescription to Heal the Ad Agency Business
	By Cory Treffiletti

The diagnosis is terminal when it comes to the current Ad Agency model. Many people have put in their two cents and diagnosed this problem, but few have offered a solution. Few have offered a Prescription for what ails this business and a way to fix it for the future. It is time to take an old Biblical proverb and put it into action; “Physicians Heal Thyselves!”

Winter 2008

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