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Demand For Your Brand
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By Carol Chapman
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Building a brand in today's global market is very different from what it used to be. No longer can an organization expect marketing to do the work of branding. This white paper demonstrates how and why the function of brand definition and development is critical prior to the creative efforts of marketing.
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Winter 2010
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The Magic of Involvement
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By Jonathan Willard
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The idea of "brand" is now synonymous with "experience." A brand today is our cumulative experience with and perception of an entity. Not surprisingly, the single largest determinant of brand experience is an organization's employees. Despite this awareness, the path to "employee-service-profit-chain" success is mired in obstacles.
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Winter 2009
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It's 2010: Where Is Your Brand Going?
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By Suzanne Tulien
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A white paper on why business leaders must understand the context of overall environment (economy, perceptions, technology, and trends to name a few) and have sound principles to brands and stakeholders through the evolution of growth and innovation.
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Winter 2010
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The Art of Transformative Thinking
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By Anson Lee, Karo Group
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Without any preconceived notions, how might we reinvent the banking experience for the customers and employees of a long-standing Alberta financial institution? It was a challenge that we, as designers who consider the full spectrum of customer experience, took seriously and with a lot of enthusiasm. In this whitepaper, Anson Lee explores the leap of faith taken by ATB Financial to remain innovative and true to its brand.
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Winter 2009
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Cutting Through The Social Media Clutter
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By Josh Ingram
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We all know social media is a hot topic, but how do we tie it to some sort of return? While 70 percent of companies are currently using social media in some way, statistics show that executives are more likely to assign employees to social media initiatives than budget dollars.
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Winter 2009
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A Healthy Shade of Green
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By Jeffrey A. Nemetz
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The paper, A Healthy Shade of Green: Why a commitment to sustainability can help your healthcare brand mean more, shows an untapped opportunity for healthcare providers of every shape and size to connect sustainability initiatives to their brand. The study, which surveyed consumers and providers, found that while the majority of consumers and healthcare personnel want providers to invest in efforts that preserve the planet, few healthcare provders have made it a priority, or are communicating the steps they are taking.
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Fall 2009
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Nine Ways Your Business Could Be Using Social Media, But Probably Isn't
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By North Venture Partners
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This just in, consumers are now spending more time on social networks than any other form of website, including porn. The time is now to make the most of this newly emerging opportunity to connect with your consumer, to shape your brand, and develop long-term customer relationships at a fraction of ‘above the line’ media costs. In "Nine Ways Your Business Could Be Using Social Media, But Probably Isn’t," the team at North Social outlines all of the ways that you can leverage social media to achieve your branding and business goals.
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Fall 2009
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Where's the Face on Your Brand's Facebook Page?
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By Wang Hongjun
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With everyone jumping on the social media bandwagon, Facebook contests are the hottest thing since Facebook itself and the average consumer gets exposed to plenty of contests and giveaways when they log on to check out their friend updates. Major brands have been quick to embrace Facebook as another potential facet to engage with their customers. Yet a majority of these brands remain faceless.
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Fall 2009
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Insights that Incite: Unlocking the Simple, Yet Untapped
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By Jeff Swystun
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Arguably the most effective and enduring communications are born from single, simple insights into human behavior -- or more specifically, human consumer behavior. Insights so simple, in fact, that once revealed people react by saying, "That must already exist," or "Why didn't I think of that."
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Fall 2009
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Untangling Brand Equity, Value, Assets and Health
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By Chris Grannell
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The notion of “brand equity” has been common currency amongst marketers for several years. And barely a day goes by without marketing, HR and other departments speaking about the “health” or “value” of their brand.
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Fall 2009
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Brands On The Brink
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By Cara Bernosky
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At a time when many marquee brands have filed for or are teetering on the edge of bankruptcy, and others face their toughest times in decades, licensing is increasingly being used to generate revenue for brands, stave off insolvency or as a new business model altogether.
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Fall 2009
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The Surprising Secret of Successful Differentiation
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By Dan Herman, PhD
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A successful differentiation is not imitated by your competitors, even though it brings you unmistakable success with consumers. It seems impossible? Not quite so. I am about to reveal to you the unexpectedly simple and wonderful secret of successful differentiation: you must think beyond the core benefits of your product category. Think: Off-Core Differentiation.
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Fall 2009
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A Symphonic Masterpiece
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By Suzanne Tulien
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The ROI of Internal Brand Alignment: Learn to profit from the synchronicity of brand harmony and the rhythm within your organization.
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Fall 2009
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When Living Space Becomes a Brand
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By René Allemann
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Something that is considered a decisive success factor for companies and products is still largely unknown in the location promotion and area development sectors.
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Fall 2009
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Six Models for CSR Brand Integration
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By Carol Holding and Lucille Pilling
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Despite the fact that many businesses initiate CSR efforts with the intention of improving brand reputation, effective integration of CSR and brand happens less often that it should, often because of lack of an organizational framework or examples. This article describes six proven organizational models that worked.
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Fall 2009
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The Coming Cosmopolitan Brands
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By Patt Cottingham
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Cosmopolitan brands can and should step up and take a powerful, lead role in helping people navigate all the changes that certainly will be part of the 21st Century. They will build into their brand DNA a code of ethics that is next generation and humanitarian focused. It is a long-sighted view. Given the urgency of global warming, issues of poverty, human rights, and confluence of other factors facing our global human society, planning only in the short term is rapidly becoming yesterday's model.
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Fall 2009
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A Brave New World of Consumidores
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By Marta Insua
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While we were sleeping, it happened. A whole new demographic of young, reasonably affluent Hispanics entered the world of marketing as incredibly important and valuable consumers, but just not quite the way mainstream America thought they would in the 1980s.
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Fall 2009
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Why Should Nonprofits Invest in Brand? And, Where to Begin.
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By Mary Weisnewski
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Virtually no one in the non-profit world will dispute that building trust and credibility is a top priority for their organization. Yet, many consider spending money on brand development in direct opposition with their primary objective: raising more money. In reality, the two go hand-in-hand. The common denominator: trust.
This paper outlines how nonprofits can take a page from successful companies by implementing a brand program that walks the talk of their cause. The end result: the trust that is the foundation for meaningful long-lasting relationships with both individuals and corporate donors.
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Summer 2009
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Brand Awareness: It's All a 'Twitter'
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By Carol Chapman
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So many people are using Twitter from all walks of life to expand their reach and express their brand. This white paper explores and explains how to build brand awareness by developing your brand on Twitter.
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Summer 2009
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Realizing Opportunities in Challenging Times
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By Jeff Swystun
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The economic crisis appears to be abating as indicators suggest the worst may be past. Yet with each new release of data, the market is subject to impacts which produce varying opinion of the health of the global economy. It is widely agreed that the recovery will be long and trying. In the fall of 2008 when the severity of the downturn was being realized, DDB published a paper called, Capturing Opportunities in Challenging Times. The response was overwhelming with the paper downloaded over 50,000 times and referenced in numerous articles online and offline.
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Summer 2009
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Rebranding Branding
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By Lindsay Bazos
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An old yet dominant definition of branding is emotion-driven storytelling in which the brand works to attract and guide us by projecting a desired lifestyle. An established yet fringe definition of branding is storytelling inspired by the tangible qualities of the objects or systems the brand supports. This later definition and approach to branding reverses out of transcendent, emotion-based brand experiences and gives more responsibility to the customer's intelligence to create the experience and meaning. What would our branded world look like if this approach was widely adopted? Rebranding Branding, a graduate thesis, explores this question.
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Summer 2009
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Is your business model as sound as it is fearless? Is your brand strategy as compelling as it is
differentiating? It’s time to pay tribute to some recent unexpected traumas, epic disasters, and
shocking casualties of the new economy.
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Summer 2009
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Get It Together
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By Anson Lee
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The customer experience has a multifacted nature that makes it difficult to predict how isolated changes to the experience will affect the overall experience, and thus the brand as a whole.
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Summer 2009
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'Get on Twitter' Is Not a Social Media Strategy
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By Dan Gershenson
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While some marketers believe a presence on Twitter is all that matters toward building a social media presence, this White Paper shows the proper first steps toward creating a much more involved and intelligent strategy that helps their social media efforts integrate with the overall brand seamlessly. The paper speaks to audience analysis, consistency, the meaning of ROI in a social media setting and more.
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Summer 2009
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Everything Old is New Again: Staging Successful Retro Revivals
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By Allison Cenna
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What does it take for a forgotten brand to resurge within popular culture and achieve fresh meaning and lasting appeal with consumers?
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Summer 2009
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