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	<title><![CDATA[corporate communications and interbrand Resources | BNET]]></title>
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	<description><![CDATA[White papers, case studies, business articles, and blog posts relating to corporate communications and interbrand]]></description>
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		<title><![CDATA[Hip Marketing: Targeting A New Audience]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=93505]]></link>
		<description><![CDATA[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...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Mon, 17 Nov 2003 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/interbrand.html"><![CDATA[Interbrand]]></category>
		<category domain="http://resources.bnet.com/topic/public+relations.html"><![CDATA[Public Relations]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/healthcare.html"><![CDATA[Healthcare]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
		<category domain="http://resources.bnet.com/topic/corporate+communications.html"><![CDATA[Corporate Communications]]></category>
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		<title><![CDATA[PR Stirs it Up]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=51408]]></link>
		<description><![CDATA[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...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Mon, 14 Jul 2003 00:00:00 -0700</pubDate>
		<category domain="http://resources.bnet.com/topic/interbrand.html"><![CDATA[Interbrand]]></category>
		<category domain="http://resources.bnet.com/topic/public+relations.html"><![CDATA[Public Relations]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
		<category domain="http://resources.bnet.com/topic/corporate+communications.html"><![CDATA[Corporate Communications]]></category>
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		<title><![CDATA[Advergaming Scores]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=60750]]></link>
		<description><![CDATA[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...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Mon, 24 Feb 2003 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/newsletter.html"><![CDATA[Newsletter]]></category>
		<category domain="http://resources.bnet.com/topic/interbrand.html"><![CDATA[Interbrand]]></category>
		<category domain="http://resources.bnet.com/topic/online+advertising.html"><![CDATA[Online Advertising]]></category>
		<category domain="http://resources.bnet.com/topic/advergaming.html"><![CDATA[Advergaming]]></category>
		<category domain="http://resources.bnet.com/topic/corporate+communications.html"><![CDATA[Corporate Communications]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[The True Role of Public Relations in Branding]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=242118]]></link>
		<description><![CDATA[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...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<category domain="http://resources.bnet.com/topic/interbrand.html"><![CDATA[Interbrand]]></category>
		<category domain="http://resources.bnet.com/topic/media.html"><![CDATA[Media]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/public+relations.html"><![CDATA[Public Relations]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
		<category domain="http://resources.bnet.com/topic/corporate+communications.html"><![CDATA[Corporate Communications]]></category>
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