Brand Strategy

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Articles in November, 2004 issue of Brand Strategy

• Online ads coming of age: Joanna Doonar discusses the evolution of online marketing with members of the branding community and studies four companies that are developing their brands' online presence
  by Joanna Doonar
• Knowing the unknown: content is a communications tool that allows brands to speak directly to consumers, Mark Boyd outlines 10 things he has learnt about the media and branded content
  by Mark Boyd
• Attention please
  by Elen Lewis
• Corporate reputation
• Eu.levi.com
• Customers at the wheel: automobile brands such as Land Rover are pushing the boundaries of experiential marketing to bring their brands to life. Ruth Mortimer finds out what is driving them forward
  by Ruth Mortimer
• In the minority: as CSR becomes increasingly important to brands, Karen Tipping considers the benefits of minority sports sponsorships over big budget deals
  by Karen Tipping
• Let's talk about Touareg: Emma Gwyther outlines how Volkswagen has used brand experiences to launch its first SUV into a cluttered market. The brand experience is where the rubber meets the road
  by Emma Gwyther
• Coming of age: Ed Williams, head of corporate social responsibility at Marks & Spencer says Corporate Social Opportunity is a no-nonsense, easy read for anyone looking to implement CSR at their company
  by Ed Williams
• Brand stats.
• Never stop innovating: Brent Hoberman, CEO and co-founder of lastminute.com discusses organic growth and guerilla tactics on the internet
  by Brent Hoberman
• Nurturing brand advocates
  by Tim Wragg
• Measuring brand experience: Tony Sefton offers scientific pointers to help brand guardians measure the effectiveness of their experiences. Firstly remember, food and toilet facilities must always be up to scratch
  by Tony Sefton
• Experience is marketing: Joe Pine and James Gilmore urge marketers to stop using conventional forms of advertising and to engage customers by staging brand experiences instead
  by Joe Pine
• Ibm.com
• Batchelor's full of zest for Orange: Elen Lewis meets the vice president worldwide brand at Orange, Alex Batchelor, and discovers that his enthusiasm for mobile telephony is bearing fruit for the company
  by Elen Lewis
• Pirates of the Caribbean: Yonca Brunini, marketing director of Yahoo UK and Ireland is inspired by the examples of great marketing in Adam Morgan's The Pirate Inside and reflects that there is a lot to learn from those brand buccaneers
  by Yonca Brunini
• All the world's a stage
  by Elen Lewis
• Volvocars.com
• Brand experience data.
• Organic growth: don't promise what you can't deliver. Charlie Dawson outlines two of the barriers stopping companies achieving organic growth
  by Charlie Dawson
• Convergence of culture: Professor Richard Scase discusses how current business models stifle creavity
  by Richard Scase
• Potnoodle.co.uk
• Cognitive Dissonance by Leon Festinger
• Experiential marketing moves centre stage: a senior panel of experts talk to Brand Strategy about why brand experiences should be a weapon in every marketer's armoury
• New builds: something to write home about? Ruth Mortimer investigates how new build, branded homes are focusing on individuality and better design in a sector where brands seem unlikely to add value
  by Ruth Mortimer
• BMW caught on camera: Ruth Mortimer tracks BMW's move from push to pull marketing through the BMW Films campaign where the car's role is supported by a host of Hollywood actors
  by Ruth Mortimer
• Batchelor on being close to the consumer: Alex Batchelor tells Ellen Lewis how Orange is understanding and communicating with its customers in increasing effective ways
  by Elen Lewis
• The global fast-food market
  by Caroline Bremner
• Brand mot
• Above and beyond: Miriam Jordan Keane and Zitah McMillan explain why mass and luxury brands must adapt themselves as premium brands become the norm
  by Miriam Jordan Keane
• Chelsea shrugs off its blues: Chelsea is embarking on a new era of wealth and success. Ruth Mortimer assesses the brand's programme of media and international expansion, where goals must be met both on and off the pitch
  by Ruth Mortimer
• The rules of reality: Andy Davidson learns that young people want a dose of reality from their brands
  by Andy Davidson
• Measures that matter to customers: Alan Mitchell suggests more companies use a 'kanban' signal to drive efficiency.
  by Alan Mitchell