Brand-strategy :: Paul Dupree at Unison Consulting - Part 25

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Planning a Publication Strategy — Print or Electronic?

Tue, Nov 27, 2007 · Topics: , , ·

· Go to Planning a Publication Strategy — Print or Electronic? →

How marketing hype hurt Boeing and Apple

Fri, Nov 16, 2007 · Topics: , , , ·

From John Quelch at Harvard Business Review: Aggressive marketing and brand-building can boost stock prices by raising customer and investor expectations. But the penalties for not delivering on marketing promises are fast becoming as significant as not meeting quarterly earnings targets. · Go to How marketing hype hurt Boeing and Apple →

Advertising Study Says Storytellers Succeed

Fri, Nov 16, 2007 · Topics: , , ·

Want to market your brand better? Then tell a story. That’s the top finding from an intensive three-year study entitled “On the Road to a New Effectiveness Model” released this month. · Go to Advertising Study Says Storytellers Succeed →

Brand masterclass

Wed, Oct 24, 2007 · Topics: , ·

Presentation by Idris Mootee of Idea Couture

Go to Session 1: What is a brand? Definitions and taxonomies →

Go to Session 2: How are brands built? Managing brand meanings →

Go to Session 3: Luxury brand marketing →

Go to Session 4: Understanding brand architecture →

Go to Session 5: Developing a brand strategy, part 1 →

Go to Session 6: Developing a brand strategy, part 2 →

Go to Session 7: Managing global brands →

How To Make Branding Pay Off For You?

Fri, Oct 12, 2007 · Topics: , , ·

The goal of this article is to explain why focusing your corporate brand is a wise business decision. · Go to How To Make Branding Pay Off For You? →

Defining the Target Customer

Fri, Oct 12, 2007 · Topics: , ·

Organizations exist for one purpose — to meet human needs. Thriving organizations do that exceedingly well. Any brand management initiative, any marketing initiative, and indeed any business or organizational initiative must start with a solid understa · Go to Defining the Target Customer →

The Price Is Right, but Maybe It's Not, and How Do You Know?

Thu, Oct 4, 2007 · Topics: , , ·

From Knowledge@Wharton: According to Wharton faculty and analysts, the iPhone episode reveals the perils of pricing in a marketplace where constant innovation, fierce competition and globalization are changing the rules of the game. · Go to The Price Is Right, but Maybe It’s Not, and How Do You Know? →

The New Complete Marketer

Mon, Sep 17, 2007 · Topics: , ·

From strategy+business: How the most successful CMOs are teaching management to drive growth. · Go to The New Complete Marketer →