Selected articles about branding issues

by Jacques Chevron

• Give your brand in marriage original version as published by Advertising Age, in 1985 (see newer version below)
• Global Branding: Married to the world (Advertising Age, 1995; International Parallels Quarterly, 1995 - version shown)
• The Delphi^TM Process: Strategic Branding Methodology (Journal of Consumer Marketing, July 1998; Excerpts)
• Branding, Marketing and Sausage Making, A "tongue and cheeck" look at some of the ingredients needed for a successful branding strategy. (Brand Week, 1998)
• Branding and Promotion: an Uneasy Cohabitation: Promotions can be detrimental to communicating your brand... (Brand Week, 1998)
• That Big Brand Sound. How a brand audit can help ensure that all the voices of your brand sing in harmony. (Brand Week, 1999)
• Marketing v. Branding. Why these two business tools should be kept separate. (Brand Week, 1999)
• Brick & Mortar: Energy Slowed Down?. How Brick & Mortar retail can compete against the dynamic e-commerce, and win thanks to their established brands. (Brand Week, 1999)
• How Much for that Brand in the Window?. Thoughts about the various techniques of brand valuation. (Brand Week, 2000)
• Give your Brand in Marriage - Revisited. A slightly updated version of an old (1985) classic (Advertising Age, 2000)
• Brand Flexibility. How flexible is your brand? (Brand Week, 2000)
• Is the Internet really killing Brands? Thoughts about the predicted demise of brands... (Brand Week 2000)
• Duh Com Did Pets.com really have to fail? (Advertising Age 2001)
• Olds brand just fades away Thoughts about the demise of the Oldsmobile brand (Brand Week 2001)
• The Monroe Doctrine of BrandingWhy thinking that your brand belongs to the consumer is just a delusion of branders... (Brand Week 2001)
• Brand, Brand on the Wall If you expect your consumers to trust your brand, your brand should show them that it trusts them in the first place (Advertising Age 2001)
• Big Lies, Little Lies and Brands How lies, even trivial ones, reduce the effectiveness of your brand
• Getting your Brand Strategy Right: The Unholy Grail
  Why changing your brand strategy to make it better may actually make it worse.
• Capuchin Branding
  What a bunch of monkeys teach brand managers about strategy and consumer choice? (Brand Week 2005)
• Tacit Brand Messages
  Some of your brand messages may not be intended or spelled out in the strategy, yet you should be aware of what your brand implies. (Brand Week 2006)

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