Delivering on the Promise: Five Ways to Drive Brand Effectiveness with Social...NM Incite
Building successful brands hinges on applying social media insights at every stage of the brand lifecycle. This white paper outlines 5 ways to effectively employ social media to drive positive brand equity and ultimately refine your strategy to create deeper, emotional engagement with your consumers.
For the first time in the history of Interbrand’s Best Global Brands report, there is a new #1 brand: Apple. Interbrand, the world’s leading brand consultancy, publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands. With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. This year, the total value of all 100 Best Global Brands is USD $1.5 trillion -- an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.
In addition to identifying the top 100 most valuable global brands, this year’s Best Global Brands report also examines the evolving role of leadership as it relates to brands. Interbrand contends that leadership must now be shared. CEOs, CMOs and consumers all have the power to drive the value of the brands they manage or admire.
Slides for the workshop 'Long-term HRM strategy: how to turn your Human Resources management into a crucial input for your company's long-term success'
Delivering on the Promise: Five Ways to Drive Brand Effectiveness with Social...NM Incite
Building successful brands hinges on applying social media insights at every stage of the brand lifecycle. This white paper outlines 5 ways to effectively employ social media to drive positive brand equity and ultimately refine your strategy to create deeper, emotional engagement with your consumers.
For the first time in the history of Interbrand’s Best Global Brands report, there is a new #1 brand: Apple. Interbrand, the world’s leading brand consultancy, publishes Best Global Brands on an annual basis, identifying and examining the top 100 most valuable global brands. With Apple claiming the top position this year, Google jumps to #2 and Coca-Cola, the brand that held the #1 position for 13 consecutive years, moves to #3. This year, the total value of all 100 Best Global Brands is USD $1.5 trillion -- an 8.4 percent record increase over the total value of the 100 Best Global Brands in 2012.
In addition to identifying the top 100 most valuable global brands, this year’s Best Global Brands report also examines the evolving role of leadership as it relates to brands. Interbrand contends that leadership must now be shared. CEOs, CMOs and consumers all have the power to drive the value of the brands they manage or admire.
Slides for the workshop 'Long-term HRM strategy: how to turn your Human Resources management into a crucial input for your company's long-term success'
Modern Union was founded in 2011 by Matt Gill, David Indo and Tom Denford, 3 high-profile and highly experienced media and communication experts.
Modern Union is a new type of communications agency built upon a set of principles designed to fulfil the needs and challenges facing brands in a modern world.
We believe that ambitious brands deserve better quality strategic advice and better quality service to make marketing budgets work harder in a digital age.
We believe that independent, channel neutral strategic planning is the key to this success. In an increasingly complex media world, brands need impartial advice about where and how to invest in marketing to provide the greatest potential for growth.
We believe that many traditional agencies are unable to do this.
We are different. We are Modern Union.
Tim Wragg, CEO Millward Brown Europe.
Ideals – the ultimate growth driver.
Idag är det viktigare än någonsin att skapa äkta och meningsfulla relationer till sina kunder. Forskning visar att företag som bygger djupare relationer till sina kunder och associeras med högre ideal och mänskliga värderingar också har den största finansiella tillväxten. Om vikten av att skapa mervärde och gå från produkt till syfte, från vad till varför.
The Holmes Report's first Creative Index analyses award-winning PR campaigns from more than 25 shows worldwide to determine the most creative programmes of the past 12 months.
Keep your brand healthy and thriving. The Brand Champion Health Check was designed to help marketers and business leads assess their company and brand's health, and to consider what actions will power success.
Champions know that staying in top health is critical and that early detection is key to avoiding costly down time and poor performance.--can even mean the difference for survival. However, unlike the many patient health screens available, or the ease by which consumers can go for their annual physical, marketers do not have ready access to a thoughtful, comprehensive health check-up.
With the growth of brands and the complexity of choice facing consumers, brands are challenged to effectively stand out and engage customers in the split- second it takes to make a buying decision. The Blink Factor is a process of better understanding how consumers connect with brands and which elements of your package design should be better leveraged.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
#CorporatePurpose - this deck instigates you on the need for purpose craft for corporates.
In the post-digital world, the customer/consumer has better access to information about companies, brands, business practices and the world in general. The customer/consumer is also now armed with ability to publish and communicate her/his point of view, opinion, gripe or disdain easily and reach 0000’s of people.
People now also associate a daughter brand’s behaviour with the corporate mother brand and vice versa. In the post digital world, the rub-off is more palpable and far more visible, increasing the strategic need for better orchestration between both.
Hence governmental organizations, institutional investors, partners/vendors, private investors and citizens (customers/consumers/current & prospective employees) are more affected by a corporate brand’s social standing and reputation.
A millennial heavy society is also more purposive demanding better transparency, accountability, social & environmental responsibility from corporates.
Look at Uber, lack of a purpose is practically driving it out of business. United Kingdom has primarily cancelled its license because Uber was never purposive and responsible. Its lack of purpose has made Uber hide the data leaks in the USA and hence led o governmental, institutional and public distrust. Lyft is benefiting from all of this. Lack of Purpose is making people leave Uber and acting as a barrier to attracting new talent.
Corporate Purpose is not about differentiation from competition, but it is about making a difference to people’s lives. The government stipulated mandatory CSR can be subsumed under the corporate purpose and earn the corporate great social capital.
But in today's age having a separate CSR initiative is not enough, a purposive corporate brand actually helps a corporate run its business profitable while being socially responsible.
Corporate purpose sets a consumer/customer / society / people centric, mutually profitable goal for the organization, it helps create a purposive and positive internal culture and endows all its daughter brands with great social love.
While every daughter brand is busy pursuing its business, a strong purposive corporate brand can actually endow these daughter brands with an aura of phenomenal good will.
Purpose can help a Corporate initiate a highly successful IPO, for subscribers to an IPO look for profitability first, but todays intelligent investor knows that only a purposive brand can create sustainable profitability.
The target audience which we need to influence for an IPO are the government, institutional bodies, institutional, private and citizen investors, employee investors etc.;. well all of them are primarily people and people are not just rational creatures, emotions drive investments too. Hence a purposive corporate brand is much more assured of not just a successful IPO, but also of long term profitability.
Incrementare l'appeal per bots e utenti in tempi di crisiAlessandro Folghera
Un documento utile per le aziende. Effettuare velocemente un checkup SEO, capire punti di forza e debolezza del proprio sito, correggere la rotta, incrementare visite e conversioni in modo veloce, partendo dalle analisi statistiche.
Modern Union was founded in 2011 by Matt Gill, David Indo and Tom Denford, 3 high-profile and highly experienced media and communication experts.
Modern Union is a new type of communications agency built upon a set of principles designed to fulfil the needs and challenges facing brands in a modern world.
We believe that ambitious brands deserve better quality strategic advice and better quality service to make marketing budgets work harder in a digital age.
We believe that independent, channel neutral strategic planning is the key to this success. In an increasingly complex media world, brands need impartial advice about where and how to invest in marketing to provide the greatest potential for growth.
We believe that many traditional agencies are unable to do this.
We are different. We are Modern Union.
Tim Wragg, CEO Millward Brown Europe.
Ideals – the ultimate growth driver.
Idag är det viktigare än någonsin att skapa äkta och meningsfulla relationer till sina kunder. Forskning visar att företag som bygger djupare relationer till sina kunder och associeras med högre ideal och mänskliga värderingar också har den största finansiella tillväxten. Om vikten av att skapa mervärde och gå från produkt till syfte, från vad till varför.
The Holmes Report's first Creative Index analyses award-winning PR campaigns from more than 25 shows worldwide to determine the most creative programmes of the past 12 months.
Keep your brand healthy and thriving. The Brand Champion Health Check was designed to help marketers and business leads assess their company and brand's health, and to consider what actions will power success.
Champions know that staying in top health is critical and that early detection is key to avoiding costly down time and poor performance.--can even mean the difference for survival. However, unlike the many patient health screens available, or the ease by which consumers can go for their annual physical, marketers do not have ready access to a thoughtful, comprehensive health check-up.
With the growth of brands and the complexity of choice facing consumers, brands are challenged to effectively stand out and engage customers in the split- second it takes to make a buying decision. The Blink Factor is a process of better understanding how consumers connect with brands and which elements of your package design should be better leveraged.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
#CorporatePurpose - this deck instigates you on the need for purpose craft for corporates.
In the post-digital world, the customer/consumer has better access to information about companies, brands, business practices and the world in general. The customer/consumer is also now armed with ability to publish and communicate her/his point of view, opinion, gripe or disdain easily and reach 0000’s of people.
People now also associate a daughter brand’s behaviour with the corporate mother brand and vice versa. In the post digital world, the rub-off is more palpable and far more visible, increasing the strategic need for better orchestration between both.
Hence governmental organizations, institutional investors, partners/vendors, private investors and citizens (customers/consumers/current & prospective employees) are more affected by a corporate brand’s social standing and reputation.
A millennial heavy society is also more purposive demanding better transparency, accountability, social & environmental responsibility from corporates.
Look at Uber, lack of a purpose is practically driving it out of business. United Kingdom has primarily cancelled its license because Uber was never purposive and responsible. Its lack of purpose has made Uber hide the data leaks in the USA and hence led o governmental, institutional and public distrust. Lyft is benefiting from all of this. Lack of Purpose is making people leave Uber and acting as a barrier to attracting new talent.
Corporate Purpose is not about differentiation from competition, but it is about making a difference to people’s lives. The government stipulated mandatory CSR can be subsumed under the corporate purpose and earn the corporate great social capital.
But in today's age having a separate CSR initiative is not enough, a purposive corporate brand actually helps a corporate run its business profitable while being socially responsible.
Corporate purpose sets a consumer/customer / society / people centric, mutually profitable goal for the organization, it helps create a purposive and positive internal culture and endows all its daughter brands with great social love.
While every daughter brand is busy pursuing its business, a strong purposive corporate brand can actually endow these daughter brands with an aura of phenomenal good will.
Purpose can help a Corporate initiate a highly successful IPO, for subscribers to an IPO look for profitability first, but todays intelligent investor knows that only a purposive brand can create sustainable profitability.
The target audience which we need to influence for an IPO are the government, institutional bodies, institutional, private and citizen investors, employee investors etc.;. well all of them are primarily people and people are not just rational creatures, emotions drive investments too. Hence a purposive corporate brand is much more assured of not just a successful IPO, but also of long term profitability.
Incrementare l'appeal per bots e utenti in tempi di crisiAlessandro Folghera
Un documento utile per le aziende. Effettuare velocemente un checkup SEO, capire punti di forza e debolezza del proprio sito, correggere la rotta, incrementare visite e conversioni in modo veloce, partendo dalle analisi statistiche.
Attention, Art & Social Capital in BrandingYvette Dubel
Invites viewers to consider the role of Attention and social capital in branding. Slides are from storyboard for related project(s) still in development.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
Why the Brand Idea Still Matters in the Age of Social Mediajcsmyers
A brand, wrote Stephen King in 1971, “has to be a coherent totality, not a lot of bits.” The founder of JWT’s planning department knew that brands are most effective when all their elements come together as a single unique personality. What would King make of today’s fragmented world of marketing where communication is delivered quite literally in bits: a Facebook comment, a 140-character Tweet, a Pinterest image.
The driver for this is, of course, social media. In every sector of society where individuals and organizations interact, social media has emerged as a disruptive force. While the benefits of social media to marketers are many – opening a two-way dialogue with consumers, influencing word-of-mouth, building rich stores of data – the challenges for brands can’t be ignored. In particular, brands must consider how to tell a coherent story across a growing array of platforms and amid a cacophony of consumer and competitor voices.
How can marketers take advantage of all that social media offers while protecting the integrity of the central brand idea? Is it even realistic that one idea can support conversations with millions of consumers across hundreds of platforms in multiple formats? The answer is an unequivocal yes. Given the demands of the today’s media landscape, it’s never been more important for all marketing efforts to be unified under a powerful brand idea.
iDirect is the confluence of digital and direct marketing. It is interactive, information-driven, insightful, innovative and iterative. This presentation highlights the imperative for iDirect and its 4 fundamental tenets.
In this inspiring keynote Jason speaks about the importance of creating and culture of innovation and how innovation unleashes your people’s talent and creativity, driving new value and differentiation in today’s crowded marketplace. Innovation -- You can't survive without it.
Product innovation goes co creation for branding globallyKhrisma Khrisma
This slide describes how consumers can share more experience to give more values for product innovation. Their new taste of styles makes the products develop more and more.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Introduction to AI for Nonprofits with Tapp Network
The New Business Reality: Reflections on modern business trends in the emerging marketplace
1. The New Business Reality
Reflections on modern business trends
in the emerging marketplace
Dudley Blossom, Ph.D.
WHERE BUSINESS MEETS FASHION
2. Landing a Job of the Future
Takes a Two‐Track Mind
Wall Street Journal, December 28, 2009
Wall Street Journal, December 28, 2009
Career Experts Say Positions in
Growing Fields Will Require an In-
Demand D
D d Degree CCoupled With Skill
l d Skills
in Emerging Trends
WHERE BUSINESS MEETS FASHION
4. In the Retail and
Marketing space this
means: New Media
Social Networks, Mobile Commerce,
eTailing, Click to Mortar, customer and
user generated messages, customer
t d t
power shifts, changing business models,
commoditization and
A new Business Paradigm
WHERE BUSINESS MEETS FASHION
5. What is New Media
• What better place to look for a new media definition
than a new media source? Wikipedia
than a new media source? Wikipedia
– New media is a broad term that emerged to encompass the
amalgamation of traditional media such as film, images,
music, spoken and written word, with the interactive power
music spoken and written word with the interactive power
of computer and communications technology, computer‐
enabled consumer devices and most importantly the
Internet.
– What distinguishes New media from traditional media is not
the digitizing of media content into bits, but the dynamic life
of the "new media" content and its interactive relationship
with the media consumer.
with the media consumer
– New Media is the "democratization" of the creation,
publishing, distribution and consumption of media content.
6. The power of new media
p
• Almost 80% of new media users interact with
brands via new media tools (up from ~60% in
b d d l ( f
2008)
• Consumers look on line to verify
Consumers look on line to verify
recommendations
– More than four‐out‐of‐five consumers (81%) will go
online to verify recommendations
li if d i
– specifically through researching product/service
information (61%)
– reading user reviews (55%)
– searching ratings websites (43%)
9. New Media Marketing
g
• being able to communicate with a vast
g
network of people through many mediums.
• I, along with many others, believe it is a true
g y
paradigm shift in the world of advertising
and marketing.
• The days of corporations telling us what we
want is over. The days of consumers
dictating what they want and searching it
d h h d h
out to get it, is here, and here to stay.
10. When asked about impressions of
brands …
• Feel a stronger connection (72%)
g ( )
• Feel better served (68%)
• Have a more positive image (74%)
Have a more positive image (74%)
• Are more willing to engage (70%)
• Have an improved opinion of the company or
H i d i i f th
brand when one of their friends interacts (64%)
• Ch
Choose to “follow”/”friend”/”fan” because it
“f ll ”/”f i d”/”f ” b i
helps showcase their personality online (52%)
11.
12.
13. Consumer’s preferred new media
functions
• Offering incentives – free products or
g p
services, coupons, discounts, etc. (58%)
• Soliciting product/service feedback (49%)
Soliciting product/service feedback (49%)
• Developing new ways to interact – widgets,
mobile applications, games, contests, etc.
mobile applications games contests etc
(49%)
• Entertaining – providing access to premium
d
content (43%)
14.
15.
16.
17. What do we know?
• eCommerce growth is outpacing the general
market
k
• New media marketing spending is growing
rapidly
• Consumers are turning to new media platforms
for choice information
• Consumers are relying on new media platforms
for brand engagement
• N
New media platforms are becoming a primary
di l f b i i
(and trusted) resource for purchase and
attitudinal information
18. What does it mean?
• In order for companies to competitively engage with their
customers they need a new media presence
customers they need a new media presence
• Power is shifting to the customer
– Pricing information is freely available
– Product information is freely available
Product information is freely available
– Once exclusive products are commoditizing
• New media is not a tool but a channel
• Most brands are becoming “lifestyle” brands
Most brands are becoming lifestyle brands
• Traditional marketers, used to controlling the message, are
having to let go
– Hence the rise of “closed web” applications
pp
• A New Paradigm of the relationship between brands and their
customers is forming
19. What defines this new Business
Paradigm?
• A fundamental shift in power in the
p
marketplace away from individual entities
g p p
with great power to the empowerment of
the small player
• Individuals can have a loud voice and can
Individuals can have a loud voice and can
form into large bodies
• Rise of the super empowered individual
Rise of the super empowered individual
– A‐la Thomas Friedman’s Lexus & the Olive Tree
20. Dudley Blossom, Ph.D.
Chair, Marketing & Management
Department
Dudley.blossom@limcollege.edu
WHERE BUSINESS MEETS FASHION