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How language reveals barriers to success
Gill Ereaut, Market Leader, Quarter 1, 2013, pp. 34-36
When a corporate brand needs radical change, there are typically barriers in the organisation's internal culture that make change difficult to achieve.
When a corporate brand needs radical change, there are typically barriers in the organisation's internal culture that make change difficult to achieve. Habits of language in an organisation matter, because they sustain basic ideas such as who we are, what we do, who the customers and stakeholders are and what the relationship is between 'us' and 'them'. Using a recent brand renovation project for the charity Prostate Cancer UK as an illustration, this article shows how closely analysing a company's internal language reveals these barriers and provides an effective way to make changes.
Emblems and shortcuts: Rethinking corporate reputation research
Graeme Trayner, Market Research Society, Annual Conference, 2012
A paper discussing the role of opinion research, arguing that the discipline could become the hub of inspiration for corporate communications.
A paper discussing the role of opinion research, arguing that the discipline could become the hub of inspiration for corporate communications. At its best, the author goes on to claim, opinion research can enable companies to be reflexive, to act and respond to both marked changes and nuanced shifts in opinion and to inform strategy. But in the UK at least, the relationship between corporate communications and opinion research has been limited. To overcome this, the author advocates that researchers take what currently works best in the area of reputation research and synthesise it with new areas of innovation in neuroscience and behavioural economics.
Managing a sponsored brand: the importance of sponsorship portfolio congruence
Mark D. Groza, Joe Cobbs and Tobias Schaefers, International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 63-84
The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research.
The congruence or fit between a sponsored brand and sponsoring firm is a central tenet of sponsorship research. The influence of such congruence on the sponsored brand however, has received scant attention. This question is important because the strength of a sponsored organisation's brand equity is the basis for many sponsorship alliances. The two experiments undertaken in this paper empirically evaluate the dynamic effect sponsor portfolio congruence has on perceptions of the sponsored organisation's brand equity. The results of Study 1 indicate sponsor incongruence is particularly detrimental to the brand equity of the sponsored organisation at the title sponsor level. Study 2 shows this adverse effect can be attenuated by increasing the number of congruent sponsors at the presenting level. The second study also provides support for nationality as a salient congruence dimension in an international sporting context. Implications of these findings are discussed.
Corporate brand value
James R. Gregory, Admap, December 2011, pp. 14-15
Consumer goods companies such as Unilever, Procter & Gamble and Nestlé place the main focus of their branding efforts on their individual brands, while the likes of Colgate-Palmolive and Coca-Cola reap huge value from their corporate branding.
Consumer goods companies such as Unilever, Procter & Gamble and Nestlé place the main focus of their branding efforts on their individual brands, while the likes of Colgate-Palmolive and Coca-Cola reap huge value from their corporate branding. Research shows that the corporate brand accounts for between 5% to 7% of market capitalisation of the companies tracked. Corporate brand value varies significantly by type of industry and general economic conditions. This article puts forward the arguments for why companies should aim to boost this and ways in which it can be made to happen.
How IBM rebuilt its brand around 'Smarter Planet'
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2011
This article, based on the presentation of Jon C. Iwata, IBM SVP/marketing and communications to the ANA's annual Masters of Marketing convention, describes the company's repositioning from PC brand to business solutions provider.
This article, based on the presentation of Jon C. Iwata, IBM SVP/marketing and communications to the ANA's annual Masters of Marketing convention, describes the company's repositioning from PC brand to business solutions provider. The journey began in 2003 with a company-wide, 72-hour 'ValuesJam' on the IBM intranet to discuss what the company meant and stood for. From this, a mission statement came: "We believe in progress - that the application of intelligence, reason and science can improve business, society and the human condition." From selling PC products, IBM started selling its "corporate character". The resulting 'Smarter Planet' program had a distinctly more informative tone than before, and has consistently delivered the same message. The results are reflected in the brand value of IBM which has grown 30% over the period, at a time when key competitors have recorded single-digit increases.
Follow Me! Global Marketers' Twitter Use
Eun Sook Kwon and Yongjun Sung, The Journal of Interactive Advertising, Vol. 12, Issue 1, Fall 2011, pp. 4-16
Social media have grown into a powerful marketing communications tool in the global economy. Marketers dedicate their time and resources to build trust and rapport with consumers through social media, yet a dearth of academic research addresses their use of Twitter.
Social media have grown into a powerful marketing communications tool in the global economy. Marketers dedicate their time and resources to build trust and rapport with consumers through social media, yet a dearth of academic research addresses their use of Twitter. The present research undertakes an exploratory content analysis, focusing on 44 global brands' Twitter use. The results indicate that marketers try to imbue human personality into their brands by using human representatives, personal pronouns, and verbs in the imperative form. In addition, information such as brand names and redirecting cues is frequent in brands' tweets. Overall, marketers tend to exhibit their brand presence and personalities in their Twitter accounts, thereby building relationships with current and potential consumers. This article concludes with some social media marketing implications and future research directions.
Powering up Dell
Todd Wilkinson, ANA Magazine, August 2011, pp. 11-16
Karen H. Quintos, senior vice president and cmo of Dell, is interviewed about Dell's global brand platform, "The Power to Do More".
Karen H. Quintos, senior vice president and cmo of Dell, is interviewed about Dell's global brand platform, "The Power to Do More". It is an attempt to connect with customers at a higher aspirational level, and in the company is seen as an internal organizing principle ad an external aspirational value.
Authenticity and brands - Golin Harris at the Cannes Lions International Festival of Creativity
Joseph Clift, Event Reports, Cannes Lions, June 2011
A report from a workshop given by PR firm Golin Harris at the 2011 Cannes Lions festival. The firm offers an 11-step programme for companies to make themselves seem more authentic to consumers.
A report from a workshop given by PR firm Golin Harris at the 2011 Cannes Lions festival. The firm offers an 11-step programme for companies to make themselves seem more authentic to consumers. Tips include: "unleash the CEO" to answer difficult questions from the public, make sure CSR programmes align with what the company sells, and keep the brand promise simple and easy-to-understand.
Point of View: Why thought leadership leads
John Woodward, Admap, June 2011, pp. 7-7
The internet is changing the dynamics of business decision-making, with the result that thought leadership is increasingly seen as a vital B2B tool.
The internet is changing the dynamics of business decision-making, with the result that thought leadership is increasingly seen as a vital B2B tool. The environmental, social and investor consequences of business decisions are scrutinised by press, government and activists. taking the initiative on thought leadership generates owned media for a business, allows it to set an agenda that favours its offer, creates enduring relationships and promotes a positive message about the brand's contribution to society.
Driving value with corporate identity (Landor Perspectives 2010)
Lulu Raghavan, WPP Atticus Awards, Highly Commended, 2010
Lulu Raghavan of Landor Associates emphasises the importance of corporate identity to a brand, namely, the name, graphic, wordmark and tagline.
Lulu Raghavan of Landor Associates emphasises the importance of corporate identity to a brand, namely, the name, graphic, wordmark and tagline. She argues that a strong corporate identity allows a brand to differentiate itself from the competition, initiate dialogue with stakeholders and she gives tips on how best way to approach changing a corporate identity. Brands cited as having strong corporate identities include FedEx, BP and Facebook.
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