Subject Index
 

Paris chose this sponsorship to promote itself and its 2012 bid in the most direct way possible; to invite all Parisians to an Olympic party. The creation of this event ticked two vital boxes for the ...

Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

On September 27, 1998, First Union Corporation debuted a commercial unlike any other in the financial services industry. In this spot the company avoided the stock images of financial services adverti ...

The world's leading contract seller of office furniture at the end of the twentieth century, Steelcase, Inc., was closely associated with one of its pioneering products, the Series 9000 Systems ...

Following the collapse of the technology sector with which Nasdaq was synonymous, it was necessary to restore some lustre to the brand and reassure the investment community that Nasdaq remained a prog ...

Cargill, Inc. decided at the end of the 1990s to recast its image as a staid commodities company to an innovative provider of solutions for its food industry customers. The company developed a 10-year ...

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in Janua ...

This brief paper discusses the campaign for the Nokia 9300, a 'hero device' selected to be marketed and distributed in several countries at once. This exclusive, high-impact Nokia 9300 Terminal promot ...

In early 2004 Bank of Scotland Corporate reviewed their brand with their aim being to set themselves apart from their competitors by creating distinct and market leading propositions. The challenge fo ...

Not so very long ago, viruses were mere nuisances, barely registering on the concerns of senior executives. Today, IT security is a top business priority with billions of dollars at stake. With low aw ...

XL Capital is one of the leading Corporate Insurers in Europe and has a market value of $10 billion, but nobody, apart from their clients, knew them. The clean and solid balance sheet of XL Capital pu ...

With the consulting category experiencing slowed growth due to the economic climate, the name of the game in this business has been to steal share from competitors. With many companies offering simila ...

The study describes a campaign aimed at increasing investment among people in the Chicago area who consider themselves to be business managers rather than wealthy. The objectives were to improve the p ...

Co-ordinated global corporate image campaign for Shell, to counter `antisocial' image (described, especially after Brent Spar and Nigeria) amongst stakeholders. Stage 1: focused on global opinion lead ...

This is a description of how a new company in the recruitment sector was successfully launched into a highly competitive market place. It involved changing the name of the company and differentiating ...

This paper studies the successful positioning of a Clubman train service between Birmingham and London. It describes how it was transformed from a poorly perceived service to one of success. Within a ...

The marketing challenge of this study was to create awareness that IBM was not just a technological conglomerate but a leading software company. TV was the only medium used including heavy prime time ...

The advertising objective was to shift the position from conservative insurance supplier to an innovative business consultant.

In 1997, Richmond, Virginia had the second highest per capita homicide rate in the US. To reverse the increase in gun violence the US Attorney's Office developed Project Exile, whereby criminals convi ...