Article submitted by David Warwick as published in Marketing Magazine - August 2009 edition, page 50 and 51. Piece is about the blending or personal and corporate brands, issues and dynamics.
This document discusses using archetypes to build strong brands. It argues that while tools like brand pyramids can be useful, they often fail to capture the complex, abstract nature of brands. The document suggests that brands are better understood as stories that embody deeper values, like the archetypal characters found in myths and popular films. Seeing brands as archetypes rooted in universally familiar characters may help create brands with strong, enduring emotional resonance and meaning for consumers. Rather than focusing solely on differentiation, this approach aims to develop brands people want to be part of by appealing to deep, primal emotions.
Downloadable .pdf brochure of Ross Fishman's entertaining and educational presentations specifically designed for law firm networks. These include Ethics and CLE presentations, keynotes, and a wide range of marketing-oriented programs.
The document provides guidance on building a personal brand. It encourages readers to first understand what a personal brand is by reading an earlier publication titled "The Basics of Personal Branding." It then explains that building a strong personal brand is important in today's competitive job market, where differentiation is key. The document outlines the problem of being "branded by default" without a clear identity, and stresses the importance of engineering one's brand from the ground up based on their strongest attributes.
How Cloud computing can drive innovation and improve customer loyalty with comments from the Cloud Industry Forum and including hints and tips on how to get started.
Contagious rounds up the landmark events, movements and socio-economic shifts that have shaped the last year. Buy a beautiful physical copy now: bit.ly/printMoCo
The document discusses several movements and events that shaped 2012:
1) The London 2012 Olympics united nations and promoted social media engagement, with over 9.9 million tweets and 260,000 Instagram photos shared.
2) President Obama won re-election through an effective social media campaign, having established an early lead on platforms like Facebook and Twitter.
3) Crowdfunding platforms like Kickstarter empowered creators, with projects like a video game raising over $6.2 million from online backers. However, legal issues around patents and expectations remain for crowdfunding.
4) The self-published Fifty Shades of Grey book series found major success through online fan communities and e-book
El documento discute el problema de la proliferación de piratas informáticos que operan como empresas y violan redes corporativas para robar información y dinero personal, causando muchas pérdidas de trabajo. Propone como solución crear leyes para este tipo de situaciones, poner más atención a los enlaces recibidos como spam, y aumentar la vigilancia y atención por parte de los usuarios.
This document discusses using archetypes to build strong brands. It argues that while tools like brand pyramids can be useful, they often fail to capture the complex, abstract nature of brands. The document suggests that brands are better understood as stories that embody deeper values, like the archetypal characters found in myths and popular films. Seeing brands as archetypes rooted in universally familiar characters may help create brands with strong, enduring emotional resonance and meaning for consumers. Rather than focusing solely on differentiation, this approach aims to develop brands people want to be part of by appealing to deep, primal emotions.
Downloadable .pdf brochure of Ross Fishman's entertaining and educational presentations specifically designed for law firm networks. These include Ethics and CLE presentations, keynotes, and a wide range of marketing-oriented programs.
The document provides guidance on building a personal brand. It encourages readers to first understand what a personal brand is by reading an earlier publication titled "The Basics of Personal Branding." It then explains that building a strong personal brand is important in today's competitive job market, where differentiation is key. The document outlines the problem of being "branded by default" without a clear identity, and stresses the importance of engineering one's brand from the ground up based on their strongest attributes.
How Cloud computing can drive innovation and improve customer loyalty with comments from the Cloud Industry Forum and including hints and tips on how to get started.
Contagious rounds up the landmark events, movements and socio-economic shifts that have shaped the last year. Buy a beautiful physical copy now: bit.ly/printMoCo
The document discusses several movements and events that shaped 2012:
1) The London 2012 Olympics united nations and promoted social media engagement, with over 9.9 million tweets and 260,000 Instagram photos shared.
2) President Obama won re-election through an effective social media campaign, having established an early lead on platforms like Facebook and Twitter.
3) Crowdfunding platforms like Kickstarter empowered creators, with projects like a video game raising over $6.2 million from online backers. However, legal issues around patents and expectations remain for crowdfunding.
4) The self-published Fifty Shades of Grey book series found major success through online fan communities and e-book
El documento discute el problema de la proliferación de piratas informáticos que operan como empresas y violan redes corporativas para robar información y dinero personal, causando muchas pérdidas de trabajo. Propone como solución crear leyes para este tipo de situaciones, poner más atención a los enlaces recibidos como spam, y aumentar la vigilancia y atención por parte de los usuarios.
This document asks the reader to reflect on keys to success in school before and after a presidential speech, and to summarize examples from the speech relating to persistence, goal setting, and responsibility. It prompts the reader to think about habits that align with the speech's themes of personal responsibility, goal setting, and overcoming challenges through persistence.
The document contains instructions and examples for calculating the area of composite figures, which are shapes made up of two or more basic geometric figures. It provides examples of breaking polygons into parallelograms and triangles in order to calculate their total area. For one example, the area of Melissa's room was found to be 123 square feet by breaking it into a parallelogram and triangle. Another example had Georgia's garden broken into a rectangle and triangle to get an area of 21 square feet. The document ends by calculating the cost for Mary to carpet her bedroom, minus the closet area, as $252.50.
This document describes a mathematics lesson that teaches students how to compare ratios using ratio tables. The lesson begins with two examples that ask students to create equivalent ratios and write a ratio to describe a relationship shown in a table. Students then work in groups to compare the texting speeds of three individuals using ratio tables. The tables do not have a common time value, so students must determine another way to compare the ratios. Subsequent exercises ask students to compare ratios involving juice mixtures and smoothie recipes using ratio tables. The lesson concludes with a summary of how to compare ratios with ratio tables and an exit ticket problem involving comparing sugar to water ratios in beekeeper mixtures.
El documento describe cómo los criminales ahora operan como empresas legítimas, contratando empleados y estableciendo procesos para cometer fraudes a gran escala a través de métodos avanzados como el phishing. Esto ha llevado a que mucha gente caiga en estafas al entregar sus datos personales o dinero a compañías falsas o causas inexistentes, arriesgándose a ser robados directamente de sus cuentas bancarias. El desarrollo continuo de herramientas digitales proporciona a los criminales más oportunidades de ex
The document discusses several lighthouses located along the coast of North Carolina. It provides details about the Cape Hatteras Lighthouse, including its height of 63.2 meters and purpose of warning ships away from dangerous sandbars. A table lists the heights of six operating lighthouses in the state. Questions ask about converting heights to decimals, identifying the tallest and shortest lighthouses, ordering them by height, and determining if they could be evenly spaced along North Carolina's 300-mile coastline.
This document contains a math worksheet with division word problems. Students are asked to write algebraic equations to represent division scenarios and solve for the unknown value. For each problem, they are given two of the three division values (dividend, divisor, quotient) and asked to solve for the third. The worksheet also contains examples of division with remainders.
Los piratas informáticos operan cada vez más como empresas exitosas, imitando las tácticas de marketing, ventas y administración de riesgo de los ejecutivos. El gusano Conficker se propagó en 2008 explotando vulnerabilidades de Windows, mientras que el spam y las redes sociales siguen siendo vehículos populares para distribuir malware y lanzar ataques.
This document contains a math lesson on solving equations with steps shown. There are 10 practice problems for students to solve equations such as 8s = 72 and show the check. The student is asked to fill in their name, date, and period at the top and work through solving each equation, showing the steps and check for the answer.
El documento trata sobre el derecho informático. En pocas palabras, el derecho informático se refiere al marco legal que regula las actividades relacionadas con la tecnología de la información y las comunicaciones. Cubre temas como la protección de datos personales, la propiedad intelectual en Internet, los contratos electrónicos y la responsabilidad por contenidos.
The document discusses conceptual maps for information law. Information law covers topics like privacy, data protection, intellectual property rights for software and databases, freedom of information, e-commerce law, cybercrime and network security. A conceptual map would help provide an overview of the key areas, concepts, and their interrelations within the field of information law.
This document defines ratios and rates. Ratios compare two quantities using division and can be written as fractions, with a colon, or in words. Rates also compare two quantities but the quantities have different units of measure. A unit rate is when the second term of a rate is 1 unit. Examples are provided for writing ratios and rates as fractions, with colons, and in words. Students are assigned practice problems writing ratios and rates in different formats.
This document contains a math worksheet on finding perimeter. It defines perimeter as the distance around a figure and provides examples of calculating perimeter for different shapes. It also includes a word problem asking students to calculate the distance between two cities given the total distance traveled and distances between other city pairs forming a triangle.
Informatico Tarea Final 1 Arbol De Problemas (1)namare
La falta de control adecuado y la invisibilidad de las causas para el lucro económico pueden dar lugar al hurto de dinero e información personal y comprometer sitios web y violar redes corporativas.
This document discusses different ways that brands relate to consumers in the modern social media landscape. It contrasts "psycho branding" approaches that aim to manipulate consumers' unconscious desires with relationship-based approaches. It argues that many brands now need to focus on transparency to build trust, act as helpful apps, share expertise to inspire word-of-mouth, and engage authentically through social networks by having real conversations and relationships with consumers. Brands also need to understand how they fit into people's social lives and graphs.
The document provides key insights from the WOMMA Summit on creating talkable brands and leveraging word-of-mouth and social media. Some of the main points discussed include how Rick Harrison of Pawn Stars created a pawn superstar through word-of-mouth and savvy negotiation, how Team Visa strived for gold in social media during the 2012 Olympics, and lessons on building loyalty from Lady Gaga's approach to fans. The summit also covered topics like social business, engaging customers through social media, and building human brands that move social strategies to the core.
This document asks the reader to reflect on keys to success in school before and after a presidential speech, and to summarize examples from the speech relating to persistence, goal setting, and responsibility. It prompts the reader to think about habits that align with the speech's themes of personal responsibility, goal setting, and overcoming challenges through persistence.
The document contains instructions and examples for calculating the area of composite figures, which are shapes made up of two or more basic geometric figures. It provides examples of breaking polygons into parallelograms and triangles in order to calculate their total area. For one example, the area of Melissa's room was found to be 123 square feet by breaking it into a parallelogram and triangle. Another example had Georgia's garden broken into a rectangle and triangle to get an area of 21 square feet. The document ends by calculating the cost for Mary to carpet her bedroom, minus the closet area, as $252.50.
This document describes a mathematics lesson that teaches students how to compare ratios using ratio tables. The lesson begins with two examples that ask students to create equivalent ratios and write a ratio to describe a relationship shown in a table. Students then work in groups to compare the texting speeds of three individuals using ratio tables. The tables do not have a common time value, so students must determine another way to compare the ratios. Subsequent exercises ask students to compare ratios involving juice mixtures and smoothie recipes using ratio tables. The lesson concludes with a summary of how to compare ratios with ratio tables and an exit ticket problem involving comparing sugar to water ratios in beekeeper mixtures.
El documento describe cómo los criminales ahora operan como empresas legítimas, contratando empleados y estableciendo procesos para cometer fraudes a gran escala a través de métodos avanzados como el phishing. Esto ha llevado a que mucha gente caiga en estafas al entregar sus datos personales o dinero a compañías falsas o causas inexistentes, arriesgándose a ser robados directamente de sus cuentas bancarias. El desarrollo continuo de herramientas digitales proporciona a los criminales más oportunidades de ex
The document discusses several lighthouses located along the coast of North Carolina. It provides details about the Cape Hatteras Lighthouse, including its height of 63.2 meters and purpose of warning ships away from dangerous sandbars. A table lists the heights of six operating lighthouses in the state. Questions ask about converting heights to decimals, identifying the tallest and shortest lighthouses, ordering them by height, and determining if they could be evenly spaced along North Carolina's 300-mile coastline.
This document contains a math worksheet with division word problems. Students are asked to write algebraic equations to represent division scenarios and solve for the unknown value. For each problem, they are given two of the three division values (dividend, divisor, quotient) and asked to solve for the third. The worksheet also contains examples of division with remainders.
Los piratas informáticos operan cada vez más como empresas exitosas, imitando las tácticas de marketing, ventas y administración de riesgo de los ejecutivos. El gusano Conficker se propagó en 2008 explotando vulnerabilidades de Windows, mientras que el spam y las redes sociales siguen siendo vehículos populares para distribuir malware y lanzar ataques.
This document contains a math lesson on solving equations with steps shown. There are 10 practice problems for students to solve equations such as 8s = 72 and show the check. The student is asked to fill in their name, date, and period at the top and work through solving each equation, showing the steps and check for the answer.
El documento trata sobre el derecho informático. En pocas palabras, el derecho informático se refiere al marco legal que regula las actividades relacionadas con la tecnología de la información y las comunicaciones. Cubre temas como la protección de datos personales, la propiedad intelectual en Internet, los contratos electrónicos y la responsabilidad por contenidos.
The document discusses conceptual maps for information law. Information law covers topics like privacy, data protection, intellectual property rights for software and databases, freedom of information, e-commerce law, cybercrime and network security. A conceptual map would help provide an overview of the key areas, concepts, and their interrelations within the field of information law.
This document defines ratios and rates. Ratios compare two quantities using division and can be written as fractions, with a colon, or in words. Rates also compare two quantities but the quantities have different units of measure. A unit rate is when the second term of a rate is 1 unit. Examples are provided for writing ratios and rates as fractions, with colons, and in words. Students are assigned practice problems writing ratios and rates in different formats.
This document contains a math worksheet on finding perimeter. It defines perimeter as the distance around a figure and provides examples of calculating perimeter for different shapes. It also includes a word problem asking students to calculate the distance between two cities given the total distance traveled and distances between other city pairs forming a triangle.
Informatico Tarea Final 1 Arbol De Problemas (1)namare
La falta de control adecuado y la invisibilidad de las causas para el lucro económico pueden dar lugar al hurto de dinero e información personal y comprometer sitios web y violar redes corporativas.
This document discusses different ways that brands relate to consumers in the modern social media landscape. It contrasts "psycho branding" approaches that aim to manipulate consumers' unconscious desires with relationship-based approaches. It argues that many brands now need to focus on transparency to build trust, act as helpful apps, share expertise to inspire word-of-mouth, and engage authentically through social networks by having real conversations and relationships with consumers. Brands also need to understand how they fit into people's social lives and graphs.
The document provides key insights from the WOMMA Summit on creating talkable brands and leveraging word-of-mouth and social media. Some of the main points discussed include how Rick Harrison of Pawn Stars created a pawn superstar through word-of-mouth and savvy negotiation, how Team Visa strived for gold in social media during the 2012 Olympics, and lessons on building loyalty from Lady Gaga's approach to fans. The summit also covered topics like social business, engaging customers through social media, and building human brands that move social strategies to the core.
What Brands can Learn from Hollywood: Interview with: Jonathan Sands, Chairman, Elmwood, a sponsor company at the marcus evans CMO Asia Summit 2013, on brand differentiation.
Reputação Corporativa: desafios e oportunidades em tempos de crisesS2Publicom
Leslie Gaines-Ross, uma das maiores especialistas do mundo em reputação corporativa.
Autora de livros e estudos sobre o tema, Leslie é "estrategista-chefe" da Weber Shandwick (a S2Publicom é empresa do grupo).
A especialista esteve no Brasil em encontros com executivos de comunicação de grandes empresas do País.
Nos eventos realizados em São Paulo e Rio de Janeiro ela falou sobre a importância da construção e dificuldades da preservação da reputação de marcas e empresas.
Confira a apresentação (em inglês).
The article discusses social media marketing strategies and campaigns in Denver. It begins by providing context that social media is increasingly being used by top companies. While many assume social media must be done out of New York City, Denver has become a hub for innovative local, regional and national social media campaigns. Several Denver agencies discuss successful social media campaigns they have run, including campaigns for NCM Fathom, the US Hispanic Chamber of Commerce, Qwest, and Qdoba. The campaigns demonstrate how social media can be effectively used for causes, conferences, customer service, and branding when integrated with other marketing efforts. Measurement of success goes beyond just numbers to understanding future impacts.
The document discusses Peet's Coffee & Tea's efforts to help poor coffee farmers in East Africa by developing a special blend of their coffees to sell and generate more income for the farmers. This will help the farmers but also strengthen Peet's brand by appealing to customers who want to support socially responsible causes. However, the plan faces challenges in working with farmers in unstable regions with poor infrastructure and getting the coffee to market internationally.
This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a branded house model, leveraging prototype theory to simplify branding, using phonetic symbolism in names, focusing on engaging consumer experiences, and connecting messages to established brand voices and narratives. Case studies are also presented on rebranding efforts by Motorola and aligning messages with the Ronald Reagan brand platform.
The document provides guidance on branding strategies in a troubled economy. It recommends simplifying brand architecture by choosing a branded house, house of brands, or hybrid model. It also suggests tapping into brain power by using narratives to connect brands to consumer identities. Finally, it advises aligning branding messaging with optimism and comfort to reassure nervous consumers.
This document provides branding strategies and recommendations for navigating branding challenges during an economic downtroubled economy. It discusses the importance of simplifying brand architecture, tapping into consumer psychology, and aligning branding messages. Specific strategies recommended include defaulting to a "branded house" model to preserve master brand value, leveraging narrative storytelling techniques to activate existing brand narratives in consumer minds, and connecting messages to established brand voice attributes. Case studies are also presented to illustrate successful rebranding efforts.
Superstar CEOs and Hollywood actors know that generating visibility is critical to success. Putting your leaders out as the public face for your organization can help you too. Here's how to get started
BRAND COLLABORATIONS ...Built to last Ayman Sarhan
Brand collaborations are becoming more common as brands see opportunities to reach new audiences through partnerships. Temporary partnerships may no longer be effective - today's successful collaborations create new offerings that wouldn't exist without both brands. Technology is driving more collaborations as different tech brands combine their strengths. The article provides examples like Lego's collaboration with Star Wars, which generated over $1 billion in sales, and AC/DC releasing a Rock Band album that introduced them to new, younger fans. For collaborations to work, brands must contribute complementary strengths to develop truly new products or experiences.
Social Business Strategies - Get Social. Do Business.Bruce Elgort
The document discusses social business strategies. It defines social business as focusing on brands, people, trusted relationships, and getting work done. It emphasizes that brands exist for and should be experienced by people. Social business requires engaging people and building relationships between brands, people, and companies. It also discusses disruptive innovations like social and mobile technologies. The document provides best practices for social business, including engaging others to build relationships, knowing your brand value, having good etiquette, and getting work done.
This article discusses the challenges of modern leadership. Successful leadership requires adapting to rapid shifts in the business landscape, where there is no precedent. Leaders must focus on developing "substance" by basing their strategy on a term of reference close to their personal values and legacy. This will allow them to guide their organization with conviction through an evolving environment. Key social and economic indicators suggest the current phase requires "age of substance" where organizations demonstrate transparency, authenticity, and speed in order to earn consumer trust and punish those who do not live up to expectations.
The document discusses how companies leverage Indian festivals for marketing through innovative campaigns. It provides examples of campaigns by Fanta for Holi that engaged customers, radio stations tying with Navratri events, and Coke's Diwali ad that some felt didn't capture the spirit of the festival. It also discusses Cadbury's use of social media for Raksha Bandhan. The key point is that festivals offer opportunities for creative advertising, but companies must be careful to respect the cultural significance.
Can sustainability thinking help you be a better marketerGiven London
Marketing is a sector that is facing huge disruption and change. In the new marketing environment many, if not most of the old approaches do not work. Sustainability thinking offers many solutions to help marketers be successful in this new landscape. This presentation explains how brands can become better marketers through sustainability, and references many examples where it is already happening. It also explains how corporate structures need to transform in order to take advantage.
Know Your Customer: Social Media World Forum London 2012Meltwater Buzz
Dan Purvis, Director of PR for Meltwater Group, presents how social media has changed the way that businesses and brands engage with customers. Presented at Social Media World Forum in London (March 2012) in conjunction with Paddington & Co., a Meltwater Buzz client.
A comprehensive report on emerging technologies and best practices for brands. CMOs and brand leaders will find creative digital strategies to drive growth in the year ahead.
Technologies and platforms include mobile and location-based marketing, owned-media channels, online coupons, interactive TV, apps, virtual goods, gaming, augmented reality, social analytics and measurement.
Best practices and market insights include the foundations of digital success, defined brand behaviors within social channels, creativity in the era of co-creation, brand storytelling, crowdsourcing, retail convergence, consumer narcissism, privacy regulations, social coding of sophisticated teens and behavioral marketing.
Read exclusive interviews with some of the tech community’s most-watched start-ups: Figment, PlacePunch, GetGlue, Crimson Hexagon and BlueCava.
[N.B. Better when animated!]
This ppt talks about how businesses need to embrace the Brave New eWorld we are living in, but are failing to.
> Brave New eWorld: we're now living in a fascinating digital revolution, but brands aren't embracing social media as well as they should, with some merely ticking the social media box
> Know Your Customer: It's an age-old business principle and brands that care about their customers (and therefore their bottom line) should listen, learn, and engage; it's about gaining 'real' market intelligence and using it to improve e-strategies
> Power to the People: Normal rules of customer engagement have been changed forever by social media; it's truly democratised the web
> Put the customer first: The customer needs to be at the heart of all online strategies; social engagement therefore should be a core part of any social strategy…the rules of engagement should now be the rules of social engagement
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Banned from the Net - Ignite Sydney DigitalDavid Warwick
Presentation for Ignite Sydney Digital - 30 September 2014. 'Banned from the Net', a look at the reduction of equity and democracy online, state censorship, restriction methods and what Australian digital practitioners need to do.
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Cover story of IDM Magazine (July/Aug 2009) titled "Does Twitter Mean Business", about what Twitter means for business, the growth of the phenomenon and exposing the uses and language of the tool for new business users.
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Article for Marketing Magazine - Aug 2009
1. 050 MEDIA & ADVERTISING FACE OF THE BRAND
David Warwick is director of Melbourne design and brand agency
Smart Works and head of strategy for digital agency Komosion. David
is also chair of Content Management Professionals in Australia,
david@smartworks.com.au, Twitter: @drwarwick.
BLURRED IDENTITY
David Warwick explains the risks and rewards of branding a corporate figurehead.
H “ The market
arpo is more than Oprah personifies Bonds, Magda Szubanski launched
spelt backwards. Harpo is a Jetstar and provides a human face for Jenny
corporate success story, with reality, for better or Craig and Shane Warne will always be
turnover exceeding US$300
million and employing more
worse, is that these remembered for Advanced Hair and his part
in an ill-fated Quit Smoking campaign.
than 400 staff (as of 2007). The Harpo brand corporate brands are Brands are, after all, a mental synopsis
and the public persona of Oprah Winfrey are
almost inseparable – like the wordplay, they
personalised by their not dissimilar in operation to stereotypes
or theoretical models, all filtering down
mirror each other.
The Oprah/Harpo nexus is far from
unique. Many other corporations are strongly
identifiable through the personal brand of
their doyen. Understanding this duality is
moguls.
”
On the next rung are corporations with pow-
erful charismatic leadership, corporate and
complexity to convenient shorthand. The best
brands are memorable, simple, longlasting,
shared and, of course, personally accessible.
If humans understand anything, it is other
humans. The act of attributing human form or
even more important in the digital age of personal brands that while not inseparable qualities to non-human entities is well-studied
connection and more of us are experiencing are heavily intertwined. The names Bill Gates, in the humanities and clearly demonstrated
a morphing of our personal and corporate Steve Jobs, Warren Buffet, Rupert Murdoch and in cultural mythology. We want to think of
brand. Richard Pratt trigger neural pathways for most organisations and products in human terms
of us that include Microsoft, Apple, Berkshire and what easier way to do this than by identi-
CORPORATE FIGUREHEAD BRAND Hathaway, News Corp and Visy respectively. fying directly with another human being?
LANDSCAPE The market reality, for better or worse, is that Microsoft is looking to Jerry Seinfeld to
Other flagships in the class of figurehead these corporate brands are personalised by their lift its corporate persona in response to the
brands include Sir Richard Branson of Virgin, moguls. Our business news is all the more pow- success of the ‘I’m a PC Guy’ ads by Apple.
growing since the ’70s, and Martha Stewart erful and accessible for its humanisation. Less savoury or in vogue organisations
with her Martha Stewart Living Omnimedia, turn to philanthropy, hoping to present the
which survived the highly publicised trial, WHY CORPORATE BRAND company as caring and community-minded
conviction and short incarceration of its PERSONALISATION? through brand association. Thankfully this
founder for lying and obstructing justice. It comes as no surprise that both the dynamic works, otherwise benevolent fund-
In Australia, Dick Smith (the company) has individual and corporation can easily adopt ing may be mortally wounded. Personally,
spent 29 years, since its purchase by Wool- a conjoined model, complete with its inbuilt I am gratified that Hyundai sees a positive
worths, moving beyond its founder’s legacy efficiency. A stock in trade for advertising is brand benefit from sponsoring the Carlton
and personal brand union. the personalisation of brands – Pat Rafter AFL club.
MARKETING AUGUST 2009 www.marketingmag.com.au
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2. FACE OF THE BRAND MEDIA & ADVERTISING 051
A BRAND SHARED
Positive humanising of a corporate brand
is no doubt beneficial. The application of
human traits is taken to one level by adver-
tising, another by powerful and charismatic
leadership and further again in the case of our
inseparable conjoined twins. Like conjoined
twins, the separation of personal and corpo-
rate brands can be painful and even terminal.
When Martha Stewart went to trial, the
press asked whether the corporate entity could
survive. The business did survive, but was
heavily impacted by the fall from grace of its
human brand repository. Leaving aside align-
ment and credibility, it is an unfortunate truth
that a person and a corporation have different
temporal paths – put simply, we die, we age
and we have changing needs.
The Disney empire suffered severely
after Walt Disney died in 1966. Some brands
are better aligned to particular demograph-
ics and it may become increasingly difficult
for Sir Richard Branson to epitomise youth,
adventure and a sense of anti-establishment
thinking as time marches on. The question of interconnection and constructed, turns out to be equally
Sometimes it is simply about change – dependency between corporate and personal manufactured or misaligned.
Dick Smith’s departure from the company brands should at least be a matter for The proliferation of digital social media
bearing his name was problematic for both. consideration in the development of and the corresponding fragmentation of
Three decades later the company has been corporate and marketing strategy. audience are driving organisations to find
able to re-personalise the brand around the Some businesses have tried by design other vehicles for their message and, at
idea of technical expertise with a ‘Talk to the or accident to manufacture a hybrid. Max the same time, consumers are looking for
Techxperts’ campaign. For Apple and Pixar, Brenner Chocolate is growing internation- increasing richness and appropriateness of
there is the question of Steve Jobs’ poor health ally and has a strong personalised brand. Max material across all channels. Broadcast style
and, regardless of his recovery, a corporate life Brenner, however, is really Oded Brenner and content does not fit well within the social
without his involvement. Max Fichtman. The latter is no longer involved media space and other active online channels.
Whether the issues are addressed now or and, perhaps luckily, it is Brenner that has the The operational temptation is to promote
in the future, each of these companies with physical resemblance to the company’s illus- the figurehead as the corporate social voice,
the innate expectation of remaining a ‘going trated brand. Although this is not an extreme highlighting the issue of crossover personal
concern’ will face a period of transition. case or hidden corporate knowledge, it does and corporate branding. In this environment,
In the most severe cases, organisations not beg the question: how does a synthetic person two issues sit in counterpoint, the first is scale
prepared for the departure of their celebrity make a public appearance in support of the and the second is authenticity.
crutch may experience what amounts to a corporate brand when they don’t in fact exist? Organisations ‘burst the social bubble’
brand vacuum. the moment consumers realise the message
AUTHENTICITY DEMANDED is not authentic. For a corporation, the
PERSONALITY BRANDING IN YOUR When Shane Warne tells us, “Advanced Hair, reward arrives from scale-based delivery,
BUSINESS yeah, yeah!”, we know we are being manipu- something that makes authentic person-to-
Whole industries display a crossover between lated. On one level, we accept the subterfuge person communication problematic. The
corporate and personal branding. Advertising of celebrity endorsement because it fits within answer may not be the same in all situations;
agencies, legal practitioners and all manner one of the established norms of broadcast however, many authentic voices representing
of professional consultancies find it both communication. the organisation, within a clear engagement
convenient and natural to build their brand In the broadcast world, we may aspire, model, may work more effectively and be far
around their founder, partners or public identify or empathise, always accepting that superior to building a celebrity leader who
leaders. In many respects, this is easier than some fiction is part of the cut-through. We are can never deal directly with the issue of scale.
using a brand name devoid of immediate significantly less forgiving when a corporate Customers and staff speaking for the
personal connection. figurehead, held out as authentic and self- organisation? What a brave new world. M
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