Brand Identification: Be Smart, Be Simple
Today's world is cluttered with messages. In this enviromnent, Rob Wallace urges simplicity. Powerful brands cut through perceptional noise with a memorably iconic and minimalist approach to colors and symbols. Case studies amplify the principles he advocates, and a three-step process outlines specific criteria managers can use to build designs that are visually clean and engaging.
Risky Business - Several Important Strategies A Company Can Implement to Organize "In-House" Reputation Risk Management
Those concerned with, or responsible for intellectual property management, should be interested in reputation risk management. The research findings are clear: companies with higher reputation rankings have higher equity returns, lower cost of capital and credit, and lower costs for hiring and retaining top talent than others in their industry sector.
How Penn State Can Rebuild Its Brand and Reputation
Penn State is embroiled in a crisis of unparalleled proportion for a university. While the trial of Jerry Sandusky will proceed, there are sufficient questions about what Penn State officials did and did not do to help guide the university's decisions.
Proving Our Value: Measuring Package Design's Return On Investment
I've spent the better part of 20 years on the package/brand identity design pulpit.With my colleagues in corporate and consultant design, I have tried to spread the gospel of package design's pre-eminent role in communicating the brand's core identity, its emotional essence, and its primary connection to consumers.
Blood, Sweat and Tiers: Building Optimal Brand Identity Architectures
Brand extensions are more than twice as likely to succeed as new brands. With mega-brands like Crest extending to more than 80 SKUs in the United States alone and over 300 products worldwide, today's brands are not just expanding-they are hyper-proliferating.
Netflix Apology May Have Come Too Late
I wrote a blog last July about Netflix and their attempt to move customers away from DVD rentals and toward on-line streaming. It was a good strategy with bad execution.
Drug Industry's Lost Branding and Corporate Reputation Management Opportunity
No company likes to "leave money on the table." But that is what pharmaceutical companies are doing with their traditional approach to reputation marketing, branding and communications.
Branding In The Third Millennium
"Marko's Wheels - The Best Iron Rimmed Wheels West of the Tiberius." One can imagine a sign similar to this hanging outside Marko's wheel shop - circa 243 BC.
A Framework And Process For Aligning The Organization To Enhance Reputation By Maximizing Perceived Competitive Value
This paper describes a new and original framework and process to align the various "stakeholder relations" functions (e.g., marketing, branding, human resources, corporate communications, sales and others) so that the organization can manage reputation. The process allows companies to determine and make choices in ways they manage value creation and the risks and rewards associated with these decisions.
A Brand & Reputation Framework To Determine The Best Strategy For Organizing Marketing & Communications
Most of the knowledge about brands is derived from consumer products. From the author's own extensive experience in industry and knowledge of company decisions, it seems that brand strategies are not as well developed for making brand decisions that are relevant to diversified or industrial, business-to-business (B2B) companies.
