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Features
6 Rules for Transforming
Your Brand
The Carter Holt Harvey Experience
By Dellwyn Stuart
Australasia's leading forest product company,
Carter Holt Harvey (CHH), transformed itself in
under three years from slumbering giant into a
high-performing, innovative business leader based
on values of performance, leadership and innovation
- and won an IABC Gold Quill award in the process.
Here's CHH's story in brief and rules learned
along the way.
(more…)
Dos and Don'ts of Branding
By Tracey G. Riese
Corporate brands are built by countless interactions
between people - customers and clients, suppliers
and distributors, shareholders and communities,
and one another. If your brand does not reflect
your people in a way that makes them proud and
passionate, they will not deliver the brand experience
in the marketplace. Some do's and don'ts for corporate
branding:
(more…)
Tips for Getting to Know
Your Audience
By Joey Reagan, Ph.D.
Effective communication requires understanding
the target population and how it operates. That
need to understand runs the gamut: sometimes it's
simply information gathering, other times it's
copy testing, or it may mean monitoring the effectiveness
of a campaign. But before you start any campaign,
you need to know your audience.
(more…)
Case
Studies
-
ITI "Future" 2000 Advertising
Campaign
-
California Prunes Change Name to Dried
Plums
-
OMO New Mum Contest
-
Helping Customers Conserve with Compact
Fluorescent Light Bulbs
(more…)
Industry
News
-
Corporate Name Changes Drop 35 percent
in 2002
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Pay for Corporate Marketing/Communications
Professionals
-
Corporate Trustworthiness and Names Study
-
10 Trends in 2002 for Business to Business
Marketing
-
Consumer Preference Unrelated to Business
Advertising Spending
(more…)
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