corporate communications and interbrand

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PR Stirs it Up

The emergence of PR as a branding tool is not so much a revolution as an evolution. The challenge is to motivate a significant majority of the audience being targeted to perceive a brand in a positive, desired manner. All public relations play a major role in establishing and shaping...

Tags: Interbrand, Public Relations, Branding, Marketing, Corporate Communications

White papers 2003-07-14

Advergaming Scores

With banners, pop-ups, and email newsletters gaining reputations as clutter and junk rather than effective online advertising tools, brand marketers continue to search for successful formulas for Internet advertising. They may have found it in a new trend called advergaming. A growing number of companies are beginning to swear by...

Tags: Brand, Newsletter, Interbrand, Online Advertising, Advergaming, Corporate Communications, Branding, Marketing

White papers 2003-02-24

Hip Marketing: Targeting A New Audience

From the executive summary: ‘Medical product brands are increasingly conducting their trials by a jury of patients. The result is a different approach to delivering the message to the masses, where peer review and doctor referrals are being skipped in favor of reaching the consumer directly through direct to consumer...

Tags: Brand, Interbrand, Public Relations, Branding, Healthcare, Marketing, Corporate Communications

White papers 2003-11-17

The True Role of Public Relations in Branding

PR does not build the brand, but rather defends the brand's reputation. But one can go even further than this. To go back to the initial discussion of the media's tarnished objectivity: PR has a new hurdle to face in defending a company's reputation, and that is to actually deliver...

Tags: Interbrand, Media, Branding, Public Relations, Marketing, Corporate Communications

White papers

Additional Resources

Interbrand Insights, Aligning Your Organization And Your Brand For Performance

As business and consumer markets become more competitive, and customers become more demanding, companies must work harder to secure the fundamental relationships that fuel their business growth. Building distinctive relationships with customers is what branding is about, whatever the market, whoever the client. Comprehending the article will inform you that...

Tags: Brand, Performance, Interbrand, Branding, Marketing

White papers 2001-03-01