Feature article by Linda Mastaglio and Matt Handal about marketers "who are unleashing new ideas to elevate their firms' marketing programs and cultures." I'm honored to be included with this talented group of marketers.
Marketing For Talent: The New Frontier, SMPS, Marketer, August 2014Maribel Castillo
Feature article by Marjanne Pearson and Mike Plotnick that discusses the importance of A/E/C marketers taking "a leadership role in shaping the future of our firms by actively engaging in the pursuit of talent." Highlights T.Y. Lin International's LinkedIn advertising and recruiting campaign.
The role of the Corporate Communication Director or Chief Communications Officer is gaining more weight in organisations, combining various strategic functions from managing some key intangibles, such as brand and reputation, to communication
Marketing is not effective and no longer yields expected results, advertising has become trite and ineffective, traditional public relations fail to reach new audiences and digital communities, communication tools used by companies in the past lost a good part of their capacity to generate value and are no longer useful for companies because the rules of the game have changed.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Joan Costa, an expert on communication, design, sociology, profesor of the University of Mexico and a member of the Corporate Excellence Board, during the panel discussion titled “Communication Innovations in Business and the Mass Media”, organised at the Faculty of Information Sciences, Complutense University in Madrid, on April 10, 2012, and his book “El Dircom hoy” (Communications Director Today) published by CPC Editor.
A corporate brand is used not only to ensure the application of business strategy but also to design it. Brands are increasingly becoming cultures, manners of seeing life and ways of doing things that have to be shared with customers, although they first have to be cultures created and defended by employees.
There are still companies today that have yet to apply strategic management to their corporate brand, despite there being more and more companies, even in the mass commodity sector, that are beginning to use it as backing for their commercial brands. This approach to management ensures, on the one hand, the conveyance of meaning between the two and, on the other, the contribution the company’s own corporate reputation makes to product brands.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership based on the book Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz and Mary Jo Hatch.
Profits for a company are like red blood cells for people, but are profits the only thing that matters? Life needs other motivation reasons that would inspire stakeholders to trust and love those companies that have a superior life purpose that determines their behaviour.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership, and contains references to Conscious Capitalism by John Mackey, Co-CEO of Whole Food Market, and Raj Sisodia published by Harvard Business Review Press in 2013.
Marketing For Talent: The New Frontier, SMPS, Marketer, August 2014Maribel Castillo
Feature article by Marjanne Pearson and Mike Plotnick that discusses the importance of A/E/C marketers taking "a leadership role in shaping the future of our firms by actively engaging in the pursuit of talent." Highlights T.Y. Lin International's LinkedIn advertising and recruiting campaign.
The role of the Corporate Communication Director or Chief Communications Officer is gaining more weight in organisations, combining various strategic functions from managing some key intangibles, such as brand and reputation, to communication
Marketing is not effective and no longer yields expected results, advertising has become trite and ineffective, traditional public relations fail to reach new audiences and digital communities, communication tools used by companies in the past lost a good part of their capacity to generate value and are no longer useful for companies because the rules of the game have changed.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references, among other sources, to the statements made by Joan Costa, an expert on communication, design, sociology, profesor of the University of Mexico and a member of the Corporate Excellence Board, during the panel discussion titled “Communication Innovations in Business and the Mass Media”, organised at the Faculty of Information Sciences, Complutense University in Madrid, on April 10, 2012, and his book “El Dircom hoy” (Communications Director Today) published by CPC Editor.
A corporate brand is used not only to ensure the application of business strategy but also to design it. Brands are increasingly becoming cultures, manners of seeing life and ways of doing things that have to be shared with customers, although they first have to be cultures created and defended by employees.
There are still companies today that have yet to apply strategic management to their corporate brand, despite there being more and more companies, even in the mass commodity sector, that are beginning to use it as backing for their commercial brands. This approach to management ensures, on the one hand, the conveyance of meaning between the two and, on the other, the contribution the company’s own corporate reputation makes to product brands.
This document has been prepared by Corporate Excellence – Centre for Reputation Leadership based on the book Taking Brand Initiative: How Companies Can Align Strategy, Culture, and Identity Through Corporate Branding by Majken Schultz and Mary Jo Hatch.
Profits for a company are like red blood cells for people, but are profits the only thing that matters? Life needs other motivation reasons that would inspire stakeholders to trust and love those companies that have a superior life purpose that determines their behaviour.
This document was prepared by Corporate Excellence – Centre for Reputation Leadership, and contains references to Conscious Capitalism by John Mackey, Co-CEO of Whole Food Market, and Raj Sisodia published by Harvard Business Review Press in 2013.
Reputation is probably the most important asset owned by a company, and not only because it attracts and retains the best resources, but also because it leverages the value of the company’s unique character and identity by showing how well the company manages to align its external perception with the internal reality.
This document was prepared by Corporate Excellence and among other sources contains references to Corporate Reputation and Competitiveness by Gary Davies and Rosa Chun, Professors at the University of Manchester (the UK) and the IMD Business School (Switzerland), respectively, and published by Routledge in 2003.
Bob Pritchard is an outstanding businessman who has enjoyed exceptional success in the United States,
Europe and Australasia.
More Information: http://www.icmi.com.au/bob-pritchard
Randstad's annual magazine with insights from celebrated employer brands. Interviews with executives from AkzoNobel, CLP Power, Nestlé, Philips and Volvo Cars. Its contents was created by Mot Juste, UK.
Kulwinder singh's research paper on The CEO brandKulwinder Singh
In a global economy, with fiercely competitive firms rapidly commoditizing products, strong brands help companies to stand out from the crowd and differentiate themselves on a criterion other than cost. All successful companies leverage their CEOs to derive business benefits. At Mahindra Satyam BPO, leveraging CEO for branding is a full-fledged practice.
[Whitepaper] The New Boardroom Imperative: Recruitment MarketingAppcast
Learn practical applications that can enhance your recruitment marketing strategy at the board-level, and throughout the rest of your organization.
Written by Dave Forman - Author, Fearless HR
Mit Convergence Ahead: The Integration of Communication and Marketing präsentiert Weber Shandwick eine qualitative Studie, die den Blick für die zunehmende Überschneidung von Kommunikation und Marketing schärft. Convergence Ahead untersucht die Erfahrungen von Führungskräften, die diese traditionellen Silo-Funktionen bereits erfolgreich zusammengeführt haben.
Für die Studie wurden telefonische Tiefeninterviews mit Kommunikations- und Marketingverantwortlichen (CCMOs bzw. CMCOs) geführt, die in ihrem Unternehmen für die erfolgreiche Bündelung dieser beiden Aufgabenbereiche verantwortlich zeichnen. Als treibende Faktoren für die Konvergenz wurden neben der immer komplexer werdenden Medienwelt auch sich rasant entwickelnde soziale und digitale Technologien sowie die zunehmende Überschneidung von Marke und Reputation identifiziert. Die Studie zeigt neben diesen Faktoren auch Chancen und Herausforderungen einer solchen Strukturveränderung.
In Convergence Ahead hat Weber Shandwick anhand der CCMO-Erfahrungen einen Sechs-Stufen-Plan für eine erfolgreiche Fusion von Kommunikation und Marketing entwickelt.
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.
Brands are managed and defined by people much more than by organizations themselves: employees shape how brands are seen and clients support or attack brands according to their personal experience and have an impact on companies’ reputation.
‘Brand Together’ by Nicholas Ind, Professor at the Business School in Oslo (Norway), written together with Clare Fuller and Charles Trevail defends that companies won’t reach their stakeholders and be successful by relying on mass advertising but through an authentic engagement and co-creation processes that build stronger bonds between brands and stakeholders by talking and collaborating with them.
Nowadays, communication is a two-side path, employees have much more to say and brand managers have to fuel that relationship and get stakeholders to engage and feel that they also “own” the brands.
Brands want to innovate, surprise and be admired. However, it is not only a matter of launching new products and services, but new processes, models and ideas. Trust is key factor when trying to create a constant and permanent creativity and innovation atmosphere, since it helps to dialogue and exchanging, main basis of a collaboration process.
The character and DNA of a company should be expressed through their actions and ideas, and those will shape the view that customers, stakeholders and society have about the brand. The sum of these considerations will be translated into the reputation of the brand. Hence, the important role of co-creation and innovation when promoting a brand.
Brand managers tend to overvalue reward influence but, as Ind says, what motivates professionals the most is to participate, socialize and do something that is worth it. It is an essential requirement to get employees engaged turning them into the most important brand ambassadors. Because of this, the organization will achieve three main goals: product and services innovation, brand value reinforcement and improvement of financial results.
Co-creation process can be divided into two stages (the thinking stage and the implementing stage) and help brands to be owned by users, by speaking and collaborating with them in order to create and develop those things that really affect them and are important for them
웨버 샌드윅(Weber Shandwick) 본사에서 새로운 글로벌 리포트, “The Convergence Ahead : The Integration of Communications and Marketing” 발표하여, 리포트 내용 중 주요 포인트를 공유합니다.
해당 리포트는 2013년 10월부터 2014년 3월까지 약 6개월 기간 동안 미국, 유럽, 아시아-태평양 등 주요 글로벌 기업 내 최고 커뮤니케이션 경영자(CCO) 와 최고 마케팅 경영자(CMO)를 대상으로 전화인터뷰를 실시해서 완성되었다.
디지털 미디어 시대의 도래로 인해, 기업 및 브랜드와 기업 인지도의 상관 관계는 더욱 밀접해지고 있으며, 이에 따라, 기업 커뮤니케이션/ 마케팅 커뮤니케이션 활동에도 변화가 필요하게 되었다. 전통적으로 독자적인 영역이었던 두 부문이 서로의 영역 구분이 모호해지고 있음을 설문 참여 대상자들이 해당 리포트에서 확인시켜 주고 있다. 이미 이러한 커뮤니케이션 변화를 예상하고, 해당 변화에 대응하고자 몇몇 글로벌 기업들은 최고 커뮤니케이션 & 마케팅 경영자(CCMO, Chief Communication & Marketing Officer)라는 통합 직급을 새롭게 만들었으며, 본 리포트에는 CCMO의 경험을 기반으로 정리된 유익한 정보를 담고 있다.
해당 리포트에서는 기업 커뮤니케이션 & 마케팅 커뮤니케이션이 수렴화되는 트렌드(Convergence Trend)가 도래하게 된 배경을 분석하였을 뿐 아니라, CCMO의 성공적인 Convergence 를 위해 참고가 필요한 사항들을 6가지로 정리했으며, 주요 내용은 다음과 같다.
기업 커뮤니케이션과 마케팅 커뮤니케이션 활동의 성공적인 수렴화를 위한 6단계:
Consider Convergence for Strategic advantage: 두 커뮤니케이션 분야가 수렴화를 통해 얻을 수 있는 전략적 혜택을 고려하라
Start with a shared vision and mission: 조직에서 서로가 합의된 목표와 비전을 갖고 시작하라. 브랜드의 정체성을 정의한 후, 두 커뮤니케이션 부문의 수렴화를 진행하는 이유와 목표를 조직에 공유시켜야 한다
Evangelize widely and deeply: 각 부문 리더, 외부 관계자, 주요 클라이언트의 니즈를 파악하고 새로운 미션을 조직 내에 널리 알려야 한다.
Govern the integration: 통합된 조직을 탄생 시키기 위해서는, 각 부서를 통합 관리하는 능력이 필요하다.
Move quickly but planfully: 새로운 통합 과정이 조직 내에서 스무스하게 진행될 수 있도록, 본인과 팀의 능력을 믿고, 계획하에서 신속히 움직여라.
Celebrate successes early and often: 변화에서 얻게 되는 가시적인 성과와 혜택을 조직 내에 자주 보여주고 공유할 수 있는 방안을 찾아야 한다. CCMO 들은 성과가 있는 부분은 내부적으로 프로모션하고, 또 다른 성과를 이끌어내어야 한다.
The Brand University - How to make a sustainable, successful brandMinter Dial
The world of branding has, over a very condensed period of time, undergone a virtual and very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt effectively and efficiently to several convergent paradigm shifts. This white paper reviews some of the major changes and raises questions about the implications for today’s leaders. This paper’s position is that, more than ever before, companies need to evolve into Learning Organizations and that instituting a company-wide Brand University can offer a compelling way to accompany such a change.
Help me don't sell to me - The business case for being a helpful brand in the...David Gyertson
The way businesses engage with the current and potential customers needs to fundamentally change. In difficult times, we want organisations who are going to help us, not sell to us.So how do you make this shift? And what could you be doing to be the most helpful brand?
Research has shown that consumers increasingly want organisations to demonstrate a purpose beyond profit. And so after decades during which the dominant dogma focused on maximising shareholder value and short-termism, many CEO’s are now trying to achieve more. This article explores the business case for purpose and discusses a methodology for CEO’s to activate purpose within their organisation and profit in the process.
Reputation is probably the most important asset owned by a company, and not only because it attracts and retains the best resources, but also because it leverages the value of the company’s unique character and identity by showing how well the company manages to align its external perception with the internal reality.
This document was prepared by Corporate Excellence and among other sources contains references to Corporate Reputation and Competitiveness by Gary Davies and Rosa Chun, Professors at the University of Manchester (the UK) and the IMD Business School (Switzerland), respectively, and published by Routledge in 2003.
Bob Pritchard is an outstanding businessman who has enjoyed exceptional success in the United States,
Europe and Australasia.
More Information: http://www.icmi.com.au/bob-pritchard
Randstad's annual magazine with insights from celebrated employer brands. Interviews with executives from AkzoNobel, CLP Power, Nestlé, Philips and Volvo Cars. Its contents was created by Mot Juste, UK.
Kulwinder singh's research paper on The CEO brandKulwinder Singh
In a global economy, with fiercely competitive firms rapidly commoditizing products, strong brands help companies to stand out from the crowd and differentiate themselves on a criterion other than cost. All successful companies leverage their CEOs to derive business benefits. At Mahindra Satyam BPO, leveraging CEO for branding is a full-fledged practice.
[Whitepaper] The New Boardroom Imperative: Recruitment MarketingAppcast
Learn practical applications that can enhance your recruitment marketing strategy at the board-level, and throughout the rest of your organization.
Written by Dave Forman - Author, Fearless HR
Mit Convergence Ahead: The Integration of Communication and Marketing präsentiert Weber Shandwick eine qualitative Studie, die den Blick für die zunehmende Überschneidung von Kommunikation und Marketing schärft. Convergence Ahead untersucht die Erfahrungen von Führungskräften, die diese traditionellen Silo-Funktionen bereits erfolgreich zusammengeführt haben.
Für die Studie wurden telefonische Tiefeninterviews mit Kommunikations- und Marketingverantwortlichen (CCMOs bzw. CMCOs) geführt, die in ihrem Unternehmen für die erfolgreiche Bündelung dieser beiden Aufgabenbereiche verantwortlich zeichnen. Als treibende Faktoren für die Konvergenz wurden neben der immer komplexer werdenden Medienwelt auch sich rasant entwickelnde soziale und digitale Technologien sowie die zunehmende Überschneidung von Marke und Reputation identifiziert. Die Studie zeigt neben diesen Faktoren auch Chancen und Herausforderungen einer solchen Strukturveränderung.
In Convergence Ahead hat Weber Shandwick anhand der CCMO-Erfahrungen einen Sechs-Stufen-Plan für eine erfolgreiche Fusion von Kommunikation und Marketing entwickelt.
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.
Brands are managed and defined by people much more than by organizations themselves: employees shape how brands are seen and clients support or attack brands according to their personal experience and have an impact on companies’ reputation.
‘Brand Together’ by Nicholas Ind, Professor at the Business School in Oslo (Norway), written together with Clare Fuller and Charles Trevail defends that companies won’t reach their stakeholders and be successful by relying on mass advertising but through an authentic engagement and co-creation processes that build stronger bonds between brands and stakeholders by talking and collaborating with them.
Nowadays, communication is a two-side path, employees have much more to say and brand managers have to fuel that relationship and get stakeholders to engage and feel that they also “own” the brands.
Brands want to innovate, surprise and be admired. However, it is not only a matter of launching new products and services, but new processes, models and ideas. Trust is key factor when trying to create a constant and permanent creativity and innovation atmosphere, since it helps to dialogue and exchanging, main basis of a collaboration process.
The character and DNA of a company should be expressed through their actions and ideas, and those will shape the view that customers, stakeholders and society have about the brand. The sum of these considerations will be translated into the reputation of the brand. Hence, the important role of co-creation and innovation when promoting a brand.
Brand managers tend to overvalue reward influence but, as Ind says, what motivates professionals the most is to participate, socialize and do something that is worth it. It is an essential requirement to get employees engaged turning them into the most important brand ambassadors. Because of this, the organization will achieve three main goals: product and services innovation, brand value reinforcement and improvement of financial results.
Co-creation process can be divided into two stages (the thinking stage and the implementing stage) and help brands to be owned by users, by speaking and collaborating with them in order to create and develop those things that really affect them and are important for them
웨버 샌드윅(Weber Shandwick) 본사에서 새로운 글로벌 리포트, “The Convergence Ahead : The Integration of Communications and Marketing” 발표하여, 리포트 내용 중 주요 포인트를 공유합니다.
해당 리포트는 2013년 10월부터 2014년 3월까지 약 6개월 기간 동안 미국, 유럽, 아시아-태평양 등 주요 글로벌 기업 내 최고 커뮤니케이션 경영자(CCO) 와 최고 마케팅 경영자(CMO)를 대상으로 전화인터뷰를 실시해서 완성되었다.
디지털 미디어 시대의 도래로 인해, 기업 및 브랜드와 기업 인지도의 상관 관계는 더욱 밀접해지고 있으며, 이에 따라, 기업 커뮤니케이션/ 마케팅 커뮤니케이션 활동에도 변화가 필요하게 되었다. 전통적으로 독자적인 영역이었던 두 부문이 서로의 영역 구분이 모호해지고 있음을 설문 참여 대상자들이 해당 리포트에서 확인시켜 주고 있다. 이미 이러한 커뮤니케이션 변화를 예상하고, 해당 변화에 대응하고자 몇몇 글로벌 기업들은 최고 커뮤니케이션 & 마케팅 경영자(CCMO, Chief Communication & Marketing Officer)라는 통합 직급을 새롭게 만들었으며, 본 리포트에는 CCMO의 경험을 기반으로 정리된 유익한 정보를 담고 있다.
해당 리포트에서는 기업 커뮤니케이션 & 마케팅 커뮤니케이션이 수렴화되는 트렌드(Convergence Trend)가 도래하게 된 배경을 분석하였을 뿐 아니라, CCMO의 성공적인 Convergence 를 위해 참고가 필요한 사항들을 6가지로 정리했으며, 주요 내용은 다음과 같다.
기업 커뮤니케이션과 마케팅 커뮤니케이션 활동의 성공적인 수렴화를 위한 6단계:
Consider Convergence for Strategic advantage: 두 커뮤니케이션 분야가 수렴화를 통해 얻을 수 있는 전략적 혜택을 고려하라
Start with a shared vision and mission: 조직에서 서로가 합의된 목표와 비전을 갖고 시작하라. 브랜드의 정체성을 정의한 후, 두 커뮤니케이션 부문의 수렴화를 진행하는 이유와 목표를 조직에 공유시켜야 한다
Evangelize widely and deeply: 각 부문 리더, 외부 관계자, 주요 클라이언트의 니즈를 파악하고 새로운 미션을 조직 내에 널리 알려야 한다.
Govern the integration: 통합된 조직을 탄생 시키기 위해서는, 각 부서를 통합 관리하는 능력이 필요하다.
Move quickly but planfully: 새로운 통합 과정이 조직 내에서 스무스하게 진행될 수 있도록, 본인과 팀의 능력을 믿고, 계획하에서 신속히 움직여라.
Celebrate successes early and often: 변화에서 얻게 되는 가시적인 성과와 혜택을 조직 내에 자주 보여주고 공유할 수 있는 방안을 찾아야 한다. CCMO 들은 성과가 있는 부분은 내부적으로 프로모션하고, 또 다른 성과를 이끌어내어야 한다.
The Brand University - How to make a sustainable, successful brandMinter Dial
The world of branding has, over a very condensed period of time, undergone a virtual and very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt effectively and efficiently to several convergent paradigm shifts. This white paper reviews some of the major changes and raises questions about the implications for today’s leaders. This paper’s position is that, more than ever before, companies need to evolve into Learning Organizations and that instituting a company-wide Brand University can offer a compelling way to accompany such a change.
Help me don't sell to me - The business case for being a helpful brand in the...David Gyertson
The way businesses engage with the current and potential customers needs to fundamentally change. In difficult times, we want organisations who are going to help us, not sell to us.So how do you make this shift? And what could you be doing to be the most helpful brand?
Research has shown that consumers increasingly want organisations to demonstrate a purpose beyond profit. And so after decades during which the dominant dogma focused on maximising shareholder value and short-termism, many CEO’s are now trying to achieve more. This article explores the business case for purpose and discusses a methodology for CEO’s to activate purpose within their organisation and profit in the process.
With marketing experts from Cisco, Stanley Black & Decker, LinkedIn, BNY Melon, and more on hand to share their insights, the 2018 ANA Masters of B2B Marketing Conference offered a wealth of know-how for business marketers. If you were unable to attend the three-day event, this presentation offers the eight most important lessons you missed.
2nd Annual People In Goods & Services SummitWillQuintero
The Second Annual People in Consumer Goods & Services Summit will tackle real world workforce issues that are impacting your bottom line and will discuss the implications of economic uncertainty in today’s consumer talent market. Insightful and practitioner led sessions will address the latest strategies in recruitment, workforce planning, learning & development, performance management, engagement, and retention that can drive increased productivity and business excellence in the retail & consumer goods marketplace.
Top 10 Inspiring Women Leaders To Watch In 2022 April2022.pdfinsightssuccess2
In this edition of our business magazine, "Top 10 Inspiring Women Leaders To Watch In April 2022" that are helping women empowerment.
Read More: https://www.insightssuccess.com/top-10-inspiring-women-leaders-to-watch-in-2022-volume-1-april2022/
What happens when a media product leader becomes a content marketing leader?
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The DIY Newsroom: a new approach to communicationsSTUART HOWIE
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SMPS Shortlist - Thoughts from Veterans of SMPS San Francisco, Quarter 1 2017Maribel Castillo
As one of SMPS San Francisco's longest serving members, I am honored to have the opportunity to share my experiences and lessons learned as an A/E/C professional services marketer.
Award-winning social media campaign tied to the popular #ThrowbackThursday trend to tell the firm's story over six decades. Results included a 380% in website traffic from social media and an 137% increase in LinkedIn followers.
Award-winning corporate brochure promoting T.Y. Lin International's position as a leading-edge, multi-disciplined global infrastructure consulting firm.
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According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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Memorandum Of Association Constitution of Company.pptseri bangash
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A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
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Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
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Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
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Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
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Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
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What We Can Learn From Marketers Making A Difference, SMPS Marketer, December 2012
1. 8
What We Can Learn
from Marketers
Making a Difference
BY LINDA MASTAGLIO, ABC, AND MATT HANDAL
Society for Marketing Professional Services
2. 9
G
reat marketing happens when people open their minds According to President Timothy Haahs, P.E., AIA, “The thing
to inventive ideas. We asked the members of SMPS to that set Rachel apart was her ability to learn, process, and teach
tell us about people who are unleashing new ideas architects and engineers about LEED and sustainable design,
to elevate their firms’ marketing programs and cultures. We met as a non-technical professional. We realized her ability to speak
marketing coordinators, directors, vice presidents, and everyone in and write on these topics and continue to make this a part of
between. While we can’t highlight every story we heard, following our strategy for differentiation.”
are a handful that might inspire your own creativity and innovative
thinking in 2013. Yoka’s research contributed to a 2012 report produced by the
United Nations Economic and Social Commission for Asia and
the Pacific: “Low Carbon Green Growth Roadmap for Asia and
The Game Changer the Pacific: Turning Resource Constraints and the Climate Crisis
Five years ago, the green building movement began to gain into Economic Growth Opportunities.” The report outlines a
steam by showing true return on investment for owners and series of policies and strategies to promote economic growth in
clients—yet it had not been widely pursued in the parking developing countries, providing governments and policymakers
industry. Parking—the primary focus of Philadelphia-based with policy options for pursuing low-carbon green growth and
Timothy Haahs & Associates, Inc. (TimHaahs)—creates guidelines for implementing those options.
significant opportunities to support sustainable planning,
design, and construction, yet much of the green building Yoka was selected as the 2012 Parking Professional of the
industry largely ignored the issue. Rachel Yoka, CPSM, Year by the International Parking Institute. She continues
TimHaahs’ first vice president of strategic business planning and to speak, educate, and write on sustainability in the parking
sustainability, decided to leverage this window of opportunity. and transportation industries as she works on TimHaahs’
international expansion.
She pursued the LEED AP designation, earned the BD+C
credential, and then decided to do more than just pursue
continuing education credits. Yoka conducted research, created
The Collaborative Communicator
and hosted programs, and motivated her colleagues to pursue Running a corporate marketing department for a global company
LEED accreditation for technical professionals as well as with a staff of two is no small feat, but Maribel Castillo, associate
management and leadership. In one year, the firm shifted from vice president and director of corporate communications, has
a few outlier APs to more than 25% staff accreditation. She figured out how to do it at T.Y. Lin International (TYLI). Her
launched and spearheaded the firm’s Sustainability Initiative, team is credited with helping increase revenue from $163 million
educating staff on internal office sustainability programs as well in 2009 to $250 million in 2011.
as client-driven solutions that are now integrated into the firm’s
projects. These strategies include green roofs and walls, cool Here is her approach: Assist the company’s 35 marketers
roofing and lighting choices, renewable energy production, to work together, to collaborate, and to execute strategic
and water management and preservation. marketing programs.
“Great marketing happens when people open their minds to inventive ideas.
”
Marketer/December 2012
3. 10
“Her success comes from cultivating a vision that everyone can
buy into and then encouraging individuals’ strengths so that they
The President and COO
shine in their specific areas of expertise,” says Pam Ching, the firm’s One of the people we heard about is an unexpected champion
senior marketing coordinator. “Maribel guides marketers across of marketing: He is Robert Scaer, P.E., the president and chief
more than 50 offices to embrace a common purpose and share operating officer of Gannett Fleming.
knowledge and resources.”
Gannett Fleming’s marketing traditionally had been executed
By using this platform prudently and practically, TYLI’s corporate in silos. The various divisions of the company hired their own
marketing department has successfully implemented strategic marketing representatives, who rarely communicated, making
initiatives including a new client relationship management it difficult to ensure marketing standards across the board and
database, a global Web site in English and Chinese, an internal comprehensive messaging across the enterprise. Scaer supported
communications program, and a social media campaign that the consolidation of marketing into one team and changed the
has generated more than 3,540 followers on Twitter, Facebook, dynamic of marketing throughout the company.
and LinkedIn.
With all marketing now in one shop, the team is drawing on
In the past three years, Castillo’s team also has garnered a record- everyone’s combined talents, energies, and creativity. The team
breaking number of accolades, including six awards for TYLI’s provides a consistent and comprehensive message across the
new Web site, which won an SMPS Marketing Communications enterprise. This marketing strategy has been especially valued
Award (MCA). The team also earned three MCAs in the categories as companies continue to weather tough economic times.
of media relations, brochure, and internal newsletter.
Scaer told his people that smart marketing would be critical for
So, what is Castillo’s secret? “She brings the kind of forward- acquiring work and positioning the firm for better days. He called
thinking and energy that TYLI needs to compete in the global his strategy the “chicken-in-every-pot” initiative after a 1928
market,” says Marwan Nader, a TYLI vice president. presidential campaign advertisement. For Gannett Fleming, “a
chicken in every pot” means each region has a marketing champion
who helps to drive business growth. With marketing and business
development working together, the 2,000-person firm created
Professionals Featured in This Article
Megen Briars Wendy Burke Maribel Castillo Kelly McNair, CPSM
Director of Marketing Director of Business Development Associate Vice President, Marketing Systems Manager
OKW Architects Inc. HOAR Construction Director of Corporate Barton Malow Company
Communications
Chicago, IL Houston, TX Southfield, MI
T.Y. Lin International
www.okwarchitects.com www.hoarllc.com www.bartonmalow.com
San Francisco, CA
www.tylin.com
Society for Marketing Professional Services
4. 11
54 marketing and business plans in 2011. Scaer offered feedback The group’s mission is to provide a forum for female sales
for each business plan and helps staff remain accountable for executives to expand their personal ties and influence and,
executing the plans and achieving revenue and profit goals. consequently, increase the value of their professional networks—
and thus themselves—to their A/E/C firms. They targeted
Now, strategic business planning and strategic marketing are senior-level saleswomen and limited membership to just 60,
common terms used throughout the company, demonstrating using a formal application process. Ten percent of the group’s
how the firm values an integrated approach to marketing and members are younger women who are collectively mentored.
business development to achieve business goals.
The group meets monthly and features speakers about half the
When Scaer introduced the firm’s first CRM system, he worked time, recently including Houston Mayor Annise Parker. “Our
to make sure employees understood how the system supports speakers focus on their lessons learned and critical success factors,
marketing and business development. He let them know helping us leverage their experience,” Burke says. In August, a
why they should make the change, instead of just telling WiSER chapter began in Dallas, and the founders anticipate
them what to change. He also encourages employee involvement several more chapters in the next few years.
in professional organizations so that they become lifelong
learners. At Gannett Fleming, 14 employees are members of
SMPS; 8 of them are CPSMs.
The Builders
Seeking to help women succeed in the A/E/C business,
Wendy Burke, director of business development with HOAR
Construction in Houston, and Amy Moen, CPSM, vice president
and director of marketing for Haynes Whaley Associates, two
years ago founded WiSER: Women in Sales Executive Roles.
“SMPS is a fantastic organization, but we wanted something
senior-level and totally sales-focused,” Burke says.
Amy Moen, CPSM Robert Scaer, P.E. Jeffrey Taub, CPSM Rachel Yoka, LEED AP BD+C,
Associate Vice President, President and Chief Senior Marketing Specialist CNU-A, CPSM
Director of Marketing Operating Officer VHB Vice President, Strategic Business
Haynes Whaley Associates Inc. Gannett Fleming New York, NY Planning and Sustainability
Houston, TX Harrisburg, PA www.vhb.com Timothy Haahs & Associates
www.hayneswhaley.com www.gannettfleming.com Blue Bell, PA
www.timhaahs.com
Marketer/December 2012
5. 12
The Ethicist
Jeffrey Taub, CPSM, senior marketing specialist at VHB, both
walks the walk and talks the talk of ethical marketing, including
letting clients know the implications of hiring his firm.
According to Thomas Phelan, VHB’s Newark, NJ, office manager,
professional integrity has been a hallmark of Taub’s 12-year career
as a marketer.
“As the marketing director of Eng-Wong, Taub & Associates, an
MBE-certified firm which merged with VHB in 2011, Jeffrey was
in a position of profound ethical responsibility in representing
In 2011, Maribel Castillo co-led the publication of The Bridge at Hoover our MBE status to teaming partners,” Phelan says. “New York
Dam, an award-winning monograph by photographer Jamey Stillings City’s Local Law 129 stated that no MBE credit would be
and T.Y. Lin International, which commemorates the opening of the granted for Asian-American businesses (such as Eng-Wong,
Mike O’Callaghan-Pat Tillman Bridge, also known as the Hoover Dam
Bypass Bridge. The book has become a key marketing piece for the
Taub & Associates) providing professional services. Jeffrey first
firm, and it has been distributed to TYLI’s clients around the world. educated our clients of this statute and proceeded to diligently
cite the statute when we were approached by teaming partners—
even as our firm continued to be MBE-certified by the city. He
could have said nothing but chose instead to warn and educate
The Big-Picture Thinker prospective business partners about the law’s implications for
Kelly McNair, CPSM, marketing systems manager at Barton MBE utilization goals in their proposals.”
Malow, thinks big but uses a soft touch. Marketing director
Taub’s articles on marketing ethics and hiring MBE firms have
Donna Jakubowicz, FSMPS, CPSM, calls McNair the firm’s
been published by the Institute of Transportation Engineers and
“marketing secret weapon.”
Real Estate Weekly.
“Kelly’s overall approach to marketing and communications is
holistic,” says Jakubowicz. “She looks at the bigger picture to
determine positive impact to the largest, yet targeted, audience.
She seeks to fit every assignment into the bigger picture of how
what she does will further client relationship development and
thereby positively impact Barton Malow’s bottom line.”
McNair’s recent initiatives for Barton Malow include implementing
a cloud-based system for digital asset management (graphics,
photos, and video) and turning the firm’s desktop-based
Filemaker database (for boilerplate text, staff resumes, and project
experience) into one that could be accessed by remote business
development staff through the Web. (The total one-time cost for
the latter was approximately $300, which is much less than systems
used by many firms.)
According to Jakubowicz, McNair has the ability to “sway hearts
and minds with her quiet confidence. She researches possible
outcomes and presents the facts to back up her suggested solutions.
Like Lyndon B. Johnson, she approaches building consensus by
working behind the scenes with individuals. By the time the larger
group of decision-makers convenes, she goes in knowing the
majority agree with her ideas and solutions.”
Society for Marketing Professional Services
6. 13
The Chapter Leader
In 2008, Megen Briars, director of marketing at OKW Architects,
Many thanks…
Inc., accepted the position of communications chair for SMPS To the many people who
Chicago. “Although her term as chair officially started in 2010,
contributed to this article:
she took on chair responsibilities with no questions asked in 2008,”
says chapter member Heather Askew. “She saw there was a need
Heather Askew
for structure and an opportunity to strengthen the chapter through
communications, and she has done that.” Megen Briars
From scratch, Briars created communications best practices, Arica Bukowski
a strategic plan, a committee mission statement, and roles and
Wendy Burke
responsibilities statements.
Matthew Campbell
In 2010, she conducted surveys and found that many member
frustrations could be fixed by effective communications. “She went Maribel Castillo
through hours and hours of Webinars on event registration systems
Pam Ching
and Web site platforms,” adds Askew. She brought the Cvent
registration system to the chapter as well as a new Wordpress Web Michael Costa, CPA
site designed by SMPS Washington, DC, member Frankie Bailey.
These two communication platforms increased event registration Ali Detar, CPSM
by more than 20% by improving the user registration experience. Danielle Feroleto, CPSM
Briars also enhanced the benefits for chapter sponsors with features Heather Hetherington
such as a “Sponsor Spotlight” in the chapter’s newsletter, premium
space on the home page, unique sponsor logo space on all Web site Donna Jakubowicz, FSMPS, CPSM
pages, and “Sponsor Shoutout” Wednesdays on Twitter. Judy Kienle, MPH, CPSM
Peter Kienle, FSMPS, CPSM
What’s Your Story?
Megan Kocchi
How will you innovate, influence, or inspire collaboration,
client service, communication, brand, technology, processes, or Megan Leinart, LEED AP BD+C
profitability in your firm, community, or chapter in 2013? Share
your story with us! Julie Lougee
Kelly McNair, CPSM
About the Authors Sylvia Montgomery, CPSM
Contributing Editor Linda Mastaglio, ABC, who Thomas Phelan
wrote the “Marketers Perform Their Own Reality
Checks” cover story in the February 2011 issue, Robert Scaer, P.E.
has helped many engineering, architecture, and
construction firms use public relations and Lindsay Scherr
marketing to improve their businesses, their
reputations, and their bottom lines. Linda can be Lisa Mary Shamakovh
reached at 903.963.8923 or Linda@twi-pr.com.
Jeffrey Taub, CPSM
Contributing Editor Matt Handal, who interviewed Mindy Wolfle
Cordell Parvin in the August 2012 issue, serves as
business development manager for Trauner Consulting Rachel Yoka, LEED AP BD+C, CNU-A, CPSM
Services, Inc. (www.traunerconsulting.com), and as
producer of the Construction Netcast podcast. He can
be reached at Matt.Handal@traunerconsulting.com or
Twitter.com’s @MattHandal. Subscribe to his articles
at HelpEverybodyEveryday.com.
Marketer/December 2012