» Brand and Reputation Management

Consumers are defining brands

OVERVIEW In a fast-changing world, where social media is influencing consumer demand, brands are adapting to new market conditions, as Jason Hesse reports Brands are increasingly being called upon to take significant responsibility for resolving some of the world’s most... Read more

Written on 16 Jul 2012 in Brand and Reputation Management | 0 Comments

Focus on building consistent brand

CONVERGENCE Marketing, public relations and customer service have traditionally existed separately in silos but, as Jane Simms reports, they are increasingly coming together The internet and in particular the advent of social media means that the number of contact points... Read more

Written on 16 Jul 2012 in Brand and Reputation Management | 0 Comments

More with less is business as usual

More-with-less-is-business-as-usual

EFFECTIVENESS Brand and marketing professionals are being asked to do more with less as budgets are restricted by economic recession and multichannel selling makes greater demands, writes Jane Simms “Doing more with less” has become today’s business mantra. It’s not... Read more

Written on 16 Jul 2012 in Brand and Reputation Management | 0 Comments

Messy culture makes neat brands

SPONSORED FEATURE Culture tells us about our identity, our relationships and our behaviour. It shapes what we need and want. Yet brands rarely bother to look into this cultural world, as Andy Dexter and Leanne Tomasevic at Truth Consulting explain CULTURE... Read more

Written on 16 Jul 2012 in Brand and Reputation Management | 0 Comments

Difference between myth and reality

CUSTOMER EXPERIENCE The Chartered Institute of Marketing’s latest benchmark study of top brand executives at more than 100 leading international companies explores how to bridge the gap between promise and reality, as head of insights Thomas Brown explains In today’s... Read more

Written on 16 Jul 2012 in Brand and Reputation Management | 0 Comments

How long is a piece of string?

VALUE Measuring brand equity is essential to improve return on investment, but what should you measure? Communication, marketing and public relations struggle to show meaningful measures: awareness, visibility and likeability simply aren’t strong enough to show business value, writes Kate... Read more

Written on 16 Jul 2012 in Brand and Reputation Management | 0 Comments

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