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The Emperor's New Brand: How to Fail at Brand Revitalization
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By David Lemley
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Many retailers go through an exhaustive brand revitalization process only to find that they have failed to make a difference. Most brand revitalization efforts fail. In this article David Lemley discusses why brand revitalization is worth the risk and how to avoid being part of that statistic.
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Fall 2008
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Typosquatting: The Business of Cybersquatting
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By FairWinds Partners, LLC
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This second paper in FairWinds’ three-part series on the practice of Direct Navigation examines one abuse of the practice—typosquatting. Typosquatting is extremely profitable for its practitioners and has evolved into an organized and large-scale phenomenon today; as a result, it is in the public interest for companies to understand which typos of their brands will be getting the most traffic online. Brands can use this information to their advantage to promote their brands and protect their customers.
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Fall 2008
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How Persuasive is the Case for Your Brand?
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By Tony Barr and Gary Kopervas
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Hard evidence is critically important to any brand case, and an evidentiary overlay can be a tremendous asset in building and communicating a uniquely compelling brand position. An Evidentiary Brand™ structures its case on a set of distinguishing truths that project a brand's virtues in a meaningful way and play to the emotions of the jury—the target audience—thereby improving the odds of a favorable brand verdict. This paper demonstrates how success in winning the hearts and minds of skeptical consumers can be improved by taking a closer look at what it takes a trial lawyer to win the hearts and minds of a jury.
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Fall 2008
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Telecom Branding: Employing the TeleCompass in a Converged World
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By Syed Abdul Karim Tanveer
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Today mobile telecommunications are offering an integrated lifestyle combining work and play in ways never experienced by any previous generation. The telecom sector is one of the most rapidly evolving industries in the world. The convergence of mobile technologies, the media and the internet is creating enormous possibilities for what one can do on a mobile phone. And considering the monetary size of the industry, US$2 trillion, it becomes clear that the stakes are as high as the pace of change.
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Fall 2008
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Brand Personality: Communicating Character and Authenticity in a Digital World
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By Poul Mikkelsen, Partner, DDB Denmark
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Digital media technologies have opened many new channels of communication and information, giving companies the opportunity to develop much closer relationships between their brands and their consumers. As a result, both companies and their brands have had to establish the type of strong personality and confident attitude that can engage consumers, inspire trust, obtain advocacy, and sustain active interest and involvement.
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Fall 2008
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Capturing Opportunities in Challenging Times
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By Jeff Swystun, Chief Communications Officer, DDB Worldwide; Les Binet, European Director of DDB Matri
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The current global financial crisis has hit with such speed and severity that it appears entirely unique. Even with the various economic downturns experienced in 1990-91, 1997, 2000-01, and 2003, our seventeen years of largely uninterrupted growth have left many businesses ill-prepared to make the decisions necessary to ensure survival, let along growth in the marketplace today.
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Fall 2008
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The Differentiation Challenge
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By Jean-Claude Saade
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On any given morning, if we open a newspaper in Dubai, Beirut or any other city in the region it will be full of advertisements, messages and offers. At 10:00 am, let us try to remember the ads we have seen a couple of hours ago. We might remember something, only sometimes, but most of the time we cannot. We are facing the terrifying lack of differentiation that is inundating the market. Is the lack of differentiation an Agency challenge or a Client challenge?
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Fall 2008
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Direct Navigation: The Foundation for the Online Business of Brands and of Cybersquatters
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By FairWinds Partners, LLC
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The Internet has changed greatly since its inception, and is arguably the fastest growing medium for the dissemination of information, communication, and global commerce. In addition to changes within the Internet landscape, there have been distinct changes in the behavior of Internet users. In order to use the Internet as effectively as possible, today’s brand owners must recognize the patterns in Internet behavior and browsing. The purpose of this paper is to closely examine the ways that users seek the content they are looking for and to identify the new and evolving set of problems facing brand owners who are trying to develop their online presence.
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Fall 2008
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Luxury Marketing: India's Automobile Sector
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By Supreet Kaur and Robin Thomas
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With the world luxury capitals of Paris, Milan and New York all ready to embrace our dear Mumbai into the same category of cities, we are poised at a position where everyone is waiting for India. Those watching India will agree that the economy has been booming since the past few years since liberalization and has resulted in a huge number of dollar millionaires. Will India surpass its South East Asian neighbors? Is this market sustainable? It is with this background that we look into trends of the most visible symbol of high spending customers: automobiles, trying to answer the questions posed from the point of view of two major stakeholders: the consumer and the marketer.
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Fall 2008
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Brand Obama or Brand McCain?
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By Patt Cottingham
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The sum total of images, words, style, body language, tone of voice, gestures, strengths, and weaknesses will be what people will buy, or not, when deciding on the Obama and McCain brand for the White House.
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Fall 2008
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Actively Different: Fitness v. Outdoor Messaging
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By Hanson Dodge Creative
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This digest explores the difference between the outdoor-oriented and fitness-oriented Active Lifestyle Consumer. We discovered the divided between these two groups is much greater than we initially thought. One of the best ways to see this difference is to look at the first question they are likely to ask themselves when they wake up.
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Summer 2008
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Developing a Digital Roadmap for Your Brand
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By Jim Nichols
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Think strategy before execution when taking your brand online.
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Summer 2008
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Names for Materials: Letting the Product Speak for Itself
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By Peter H. Karlen
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This paper discusses development of brand names for materials, including textiles, building products, coating and binding substances, and other functional materials. The discussion is illustrated with numerous brand names. Famous brand names and generic names for materials are analyzed to show how they were constructed. Also discussed are important trademark issues for materials, including genericide, semantic positioning, and ingredient/component names.
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Summer 2008
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Would You Like Service with That?
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By Chris Bedford and Anson Lee, Karo Group
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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.
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Summer 2008
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The Power of Internet Gripe Sites
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By FairWinds Partners, LLC
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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.
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Summer 2008
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The Future Is Not New
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By Ralph Windson
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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.
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Summer 2008
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Reviving Weak and Dead Brands: Insights from Theory and Practice
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By Sunil Thomas, Ph.D. and Chiranjeev Kohli, Ph.D.
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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.
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Summer 2008
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The 7 Elements of a Viral Video Campaign
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By Jerry Bader
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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.
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Summer 2008
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Want to Master Google?
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By Mayank Bidawatka
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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.
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Summer 2008
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Ad Networks and How To Choose Them
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By Robert Tas
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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.
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Summer 2008
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Branding Intangibles
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By Emily Hummel
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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.
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Summer 2008
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The Rhetoric of Mythological Branding
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By Fabian Bautista
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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.
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Summer 2008
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Brand Fashioning: What Brand Managers Can Learn from Fashion Designers
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By Michel Jansen
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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.
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Summer 2008
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Six Steps to Building a Swashbuckling Airline Brand
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By Shashank Nigam
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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.
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Summer 2008
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Branding Registries
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By Yvette Wojciechowski
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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.
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Summer 2008
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