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...
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...
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...
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...
Byline: TOM AGAN Hardly a day goes by without some bad news about a great financial-services brand. From new brands such as E-Trade (circa 1996) to old brands such as Merrill Lynch (circa 1914), you almost feel brand value evaporating...
M2 PRESSWIRE-8 January 2008-Xerox Corporation: Xerox and Interbrand Unveil Sweeping Changes to Xerox IdentityC1994-2008 M2 COMMUNICATIONS LTD RDATE:07012008 NORWALK, Conn. and NEW YORK -- Xerox Corporation (NYSE:XRX) and its branding agency partner, Interbrand, today unveiled the first major ...
SK&A Information Services named Tim Powell senior director of sales, a newly created position. Powell's most recent positions were as area director-Western US at Dun & Bradstreet, and regional managerSouthwest Region at Experian Business Information Solutions. Vincent Dean Boyce joins HealthEd as senior interactive designer. Before joining HealthEd, Boyce...
Byline: RUPAL PAREKH After 18 months at the helm of DDB Worldwide, Chuck Brymer is betting that an agency known for interrupting consumers with splashy creative like Bud's "Wassup?'' campaign can learn to speak the much more delicate language of...
Byline: Mary Ellen Podmolik Bank of America grabbed a piece of the spotlight during February's Academy Awards telecast when it introduced its new brand positioning. After four years, the banking giant stepped away from its "Higher...
Byline: Matthew Schwartz In April, BlackBerry had an 11-hour lapse in service-an eternity for executives glued to their mobile e-mail. While The New York Times, for example, reported that one user of the handheld device was "freaking out'' at the...
Byline: Mary Ellen Podmolik Marketing campaigns for products like computers and printers have tended to focus on the basics of specs, speeds and prices. Hewlett-Packard Co. stepped away from that strategy last year with its "The Computer...
Byline: Kate Maddox Microsoft Corp., which was ranked No. 2 by Interbrand/BusinessWeek and No. 3 by CoreBrand on their annual lists of top global brands, concentrated its efforts this year on communicating a more comprehensive brand picture and demonstrating its...
Byline: beth snyder bulik And now the back story on that crazy name. When Nintendo announced in April 2006 that it was changing the code name of its forthcoming console from Revolution to its permanent moniker, Wii,...
SpinVox Voice-to-screen[TM] messaging services meet demand from telecom and digital markets LONDON -- SpinVox, the award-winning market leader in Voice-to-Screen[TM] messaging, announced today that James Scroggs, former Vice-President Marketing, MTV Networks UK and Ireland, has joined the company as Vice-President, Consumer Business. Scroggs...
Byline: Beth Snyder Bulik bbulik@adage.com They make light bulbs, don't they? Millions of Americans became more aware of Philips thanks to its media campaign that brought the table of contents closer to the front...
Byline: MATTHEW CREAMER mcreamer@adage.com Can the makers of tide, Pampers and Crest be something other than the villainous intervener between you and your episode of "Desperate Housewives''? Can it be a source of useful, accurate information...
Ann Lewnes to Head Adobe's Brand and Integrated Marketing Efforts Worldwide SAN JOSE, Calif. -- Adobe Systems Incorporated (Nasdaq:ADBE) today announced the appointment of Ann Lewnes as senior vice president of corporate marketing and communications. Lewnes previously served as Intel Corporation's vice president of sales...
Articles 2006-10-16
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