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	Flying Under the Radar
	By FairWinds Partners, LLC
	An average typo engaged in affiliate fraud against of a top Internet retailer's brand generates $100,000 in cost to the brand annually. Knowing that affiliate fraud provides a lucrative opportunity for cybersquatters and that the practice may gain popularity allows brand owners to take proactive steps to protect their brands and reduce payment of illegitimately acquired affiliate fees. To better understand the scope and implications of affiliate fraud, this whitepaper takes a look at one domain owner’s portfolio as a sample set and draws conclusions about the impact of affiliate fraud in the larger domain name space.
	Summer 2009

	Another Brand Bites The Dust
	By Suzanne Tulien

Why high-potential brands may never make it to "GREAT"!

Summer 2009

	The Brand Story Web Marketing Process
	By Jerry Bader

If websites have one overarching goal it is to create confidence in whatever the website is promoting and who's promoting it. It doesn't matter if it's a product, a service, a sales campaign, or an idea, if the presentation is not minimally credible or optimally motivational, then it fails as a means of marketing communication.

Summer 2009

	Adopting a Professional Services Mindset
	By Jeff Swystun

This paper explores key challenges to branding and marketing professional services. These challenges take into account industry complexities and anomalies. Frustrating at face value, these are actually opportunities for gaining competitive advantage for those who address them strategically and creatively alongside ample doses of diplomacy, patience and a sense of humor. And remember, the majority of what is covered can be applied to any industry or business.

Summer 2009

	The New Media Value Chain—Emotional Connectivity
	By Geordie McClelland and Jim Markel

As the economy declines and consumer spending habits undergo a vast reevaluation, there is nowhere left to hide. The media industry, in other words, must adapt or die.

Summer 2009

	Using Social Media in Brand Research
	By Per E Åsberg

This paper offers ways of using social media platforms such as blogs to cost-effectively understand the consumer and track brand buzz. A brand's survival depends on the management team's knowledge of the consumers' needs and of the market as a whole.

Spring 2009

	Advertising's Most Important Word
	By Jerry Bader

Advertisers have created a hyper cynical marketplace, where the audience for whatever you sell has lost faith in what is being said. The Web with its emphasis on content gives advertisers an opportunity to redeem themselves and to deliver meaningful information to audiences.

Spring 2009

	Luxury Brands: How to Maneuver Through This Moment of Austerity
	By Dara Kennedy

Luxury brands should work harder to address permanence-related drivers and begin to make customers feel more comfortable with indulgences, big or small, because neither the brands nor their customers are a shallow as many previously thought.

Spring 2009

	Obama Brand Presidency
	By Patt Cottingham

This white paper chronicles the first 100 days of a new administration determined to re-brand America to communicate and champion change

Spring 2009

	Before & After
	By Jean-Claude Saade

The proof is in the Brand Experience. Have you ever compared the image you had about a brand, a company or a person Before and After dealing with them, believing their promises and buying their products? Do they keep their positive aura?

Spring 2009

	7 Tactical Reasons To Use Mini Campaign Websites
	By Jerry Bader

Mini Campaign Websites and Alternative Marketing Websites are an effective method of enhancing your marketing efforts and targeting optional audiences you would never have otherwise reached using your traditional sales marketing approach.

Spring 2009

	Health is the New Wealth
	By Maria Tender

Over the years, pharmaceutical companies have developed products that enable choice. The exploding access to information has empowered patients, so they are now able to exert even more influence over their current and future state of wellness than before.

Spring 2009

	Your Brand Is An Asset? Show Me The Money.
	By Stuart Leo

Wealthy businesses today have the ability to choose their direction. They have the capacity to buy other businesses, to negotiate terms with financiers in their favour, they have the ability to choose their strategy and to not have a course of action thrust upon them. My favourite definition of wealth is "the ability to choose."

Spring 2009

	An Agency Guide to Writing RFPs that Actually Work
	By Carey Jernigan and Liz Conlin

At re:group we receive numerous Request for Proposals and Quotes (RFPs and RFQs) from prospective clients. Of late, they are becoming more arduous and less helpful in telling us what they are trying to accomplish. Following a particularly bad experience this summer with the Titanic of all RFPs, we vowed to tell prospective clients what it’s like to be on our side of the fence in responding to these proposals. So, here is our moment to wax poetic on the virtues of writing a clear and understandable RFP.

Spring 2009

	Six Ways with Social Media
	By Bunny Ellerin

Pharma spent nearly $1.2 billion to market online in 2008, a figure that is expected to reach $2.2 billion by 2011. Yet there still appears to be much reluctance about social media because of regulatory considerations. Here are six steps that can help balance risks and the wrath of regulatory.

Winter 2009

	Goodbye Consumer—Hello Citizen
	By Patt Cottingham

The times are summoning us to wake up and participate in making the choices that will collectively move America forward into a stronger more sustainable future. The re-branding of the American mindset from consumer to citizen will take some serious focus on all our parts. It takes a lot more work to be conscious and engaged in citizenry, than consumerism.

Winter 2009

	Positioning at the Trough
	By Bill Engler

As democrats, republicans, conservatives, liberals, socialists, capitalists, Keynesians or Greenspansians, we have all taken refuge around the rallying cry, “They are too big to let fail”. Billions have turned in to trillions and the government assistance trough has never looked fuller or more important to the success of American brand capitalism.

Winter 2009

	Riding for the Brand: Cowboys offer valuable lessons on internal branding for today’s corporations
	By Randall Rozin, Global Director, Brand Management, Dow Corning Corporation

This paper offers a unique perspective on the history of branding and specifically the importance of internal branding and delivering value at key moments of truth. Using a cowboy branding analogy from the American West, Randall Rozin, Global Director of Brand Management for Dow Corning Corporation, takes the reader through a historic journey of both branding of cattle and brand building at the employee and customer levels.

Winter 2009

	Licensing In A Slumping Economy
	By Cara Bernosky

Structuring licensing deals in this down financial environment requires all parties to acknowledge the realities of this economy and proceed accordingly. Some brand owners still have the hubris of a few years earlier when a generous royalty rate went along with a hefty advance payment and even heftier guarantees. Brand owners need to accept a new reality.

Winter 2009

	Building Brand Value and Influence in the Airline Industry
	By Paul S. Ross

Airlines must maintain marketing spending. It is well documented that brands that increase advertising during a recession as competitors are cutting back – can improve market share and return on investment at a lower cost than during good economic times. Uncertain consumers need the reassurance of known airline brands. Airlines are in a battle for market share, and in some cases, survival. The airlines that survive and flourish will be the ones that build a strong brand, improve value, and build influence by engaging communities around their brand.

Winter 2009

	What Every CMO Needs to Know about Sponsorship
	By Kim Skildum-Reid

How a sponsor’s investments perform through this economic downturn is going to be all about sophistication, and the gap between sponsors who get it and those who don’t is going to grow. This white paper offers advice on the power that executive-led change can bring to sponsorship performance.

Winter 2009

	Detroit Brand Retrograde To Retrofit”
	By Patt Cottingham

What do GM, Ford, and Chrysler have to do to change the brand perception that Detroit has been sleeping at the wheel when it comes to innovation? Plenty. Detroit must shift gears and go from being perceived as a deteriorating retrograde brand still driving old ideas from the 20th century to an innovative brand retrofitted to meet the requirements of greener 21st century with enthusiasm. And that's not all.

2009

	Combosquatting: The Business of Cybersquatting
	By FairWinds Partners, LLC

This final installment of FairWinds’ three-part series on the practice of Direct Navigation examines one abuse of the practice—combosquatting. This form of cybersquatting has evolved to take advantage of Internet users who attempt to Direct Navigate to a particular place within a company’s Web site. Similar to Search Navigation, Direct Navigation will often encompass two or more keyword terms. This type of navigation typically delivers high-quality traffic, since the users who enter these domains are looking for very specific content; this paper reveals new ways to tap into the value of Direct Navigation, harness low-cost Internet traffic and create a more effective strategy to combat combosquatting.

Winter 2009

	Internal Branding: A University’s Most Valuable Intangible Asset
	By Rex Whisman

In the complex university realm, internal branding helps an institution overcome internal resistance to branding efforts. It helps the institution take an identity-development strategy beyond traditional approaches, such as new logos, snappy taglines and expensive advertising campaigns, to an embedded cultural approach that guides everything from communications, fund-raising, marketing and personnel policies to enrollment management and program development.

Winter 2009

	Introducing the Chief Community Officer
	By Chuck Brymer, President and CEO, DDB Worldwide

The increasing sophistication of consumers, new behavior-altering technologies, channel growth and media fragmentation, and the speed of transactions and innovations, among other factors, have all combined to challenge marketers everywhere regardless of company, industry, size, or geography. Every company, every brand, everyone now faces the same situation – how do we engage consumers to become brand loyalists and advocates?

Winter 2009

	A Cautionary Tale of Rebranding Gone Astray
	By Liz Conlin, VP of Client Services, re:group incorporated

Most of the branding articles that you read are happy, glowing tales of how an agency rebranded a client and turned them into a superstar brand with double-digit growth. Well, this is not one of them.

Fall 2008

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