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The Brand Challenge Supporting Resources
These supporting resources for The Brand Challenge: Adapting Branding to Sectorial Imperatives include video and article links plus more information about the authors.
1. Focus: The Future of Your Company Depends On It
Key Question for Brand-Building: What Category Are We Trying to Create? by Al Ries
Differentiation Will Get You Only So Far by Al Ries
Discountitus, the Disease That's Sweeping the Marketing Community by Al Ries
About the Author: Al Ries is a graduate of DePauw University in Indiana (United States). He served in both the US Merchant Marines and the US Army before joining the advertising department of General Electric in 1950. Later he worked for two New York City advertising agencies before founding his own agency, Ries Cappiello Colwell. After 28 years, he and Jack Trout formed Trout & Ries, a marketing consulting firm. The two men pioneered the widely accepted ‘Positioning’ concept, which has gained worldwide acceptance. In 1994, he and his daughter Laura founded Ries & Ries, a marketing consulting firm located in Atlanta, Georgia (United States). Together the two have written five books on marketing, including their latest, War in the Boardroom. Over the years, Al Ries has worked with many of the world’s largest companies, including Microsoft, Intel, Procter & Gamble, Samsung, Siemens, Apple, Xerox, Disney and many others.
2. Identity: Don’t Lose It
About the Author: Tony Allen joined McCann-Erickson Advertising after studying Physical Anthropology at Cambridge University, and spent four years working with famous brands including Coca-Cola, Kodak, GM and Nestle. This led to a position in the new emerging world of corporate design at the London firm of Newell and Sorrell and from there to a 14-year period where Tony worked in the States, UK and Europe, setting up N&S' business in Amsterdam where he was based for four years. As the world of branding expanded, N&S was acquired by Omnicom and merged with Interbrand and Tony became MD and then CEO of Interbrand's UK business before starting his own company Fortune Street in 2004 which joined forces with Dragon Rouge the global design and innovation business, in 2011. For most of his career Tony has led major international brand strategy and identity programmes in banking, law, pharmaceuticals, telecommunications, industry, retail and country branding. He is a contributing author of The Economist book Brands and Branding, and Dragon Rouge's book Business is Beautiful.
3. Brand Innovation: Embracing Change to Innovate Your Brand and Accelerate Growth
Brand Innovation by Peter Fisk (Slideshare)
About the Author: Peter Fisk is a bestselling author, inspiring keynote speaker and expert consultant. He is founder and CEO of GeniusWorks, a brand and business innovation consulting firm, based in London. Having started in nuclear physics he went on to manage brands like Concorde, launch innovations with Virgin, work in sectors as diverse as banking and cosmetics, food and pharma, telecoms and travel, and lead a global education business. He was recently included in the prestigious “Thinkers 50 Guru Radar” as one of the best new business thinkers. He is the author of Gamechangers: Are You Ready to Change the World?, Marketing Genius, Creative Genius: The Innovation Handbook for Business Leaders and People Planet Profit: How to Embrace Sustainability for Innovation and Business Growth.
4. Bridging the Gap between Brand Idea and Delivery in a Move-Faster-But-Be-Certain Market: Why the Traditional Process of Building a Brand Needs a Reboot
Beware 'Activity-itis' and Other Insider Tips from P&G, General Mills, Google at ANA Confab by Allen Adamson
Disney Knows It's Not Just Magic That Keeps a Brand on Top by Allen Adamson
Three Reasons the iPhone 6 will Keep Apple on Top by Allen Adamson
Why is The New York Times Double-Faulting at The U.S. Open? By Allen Adamson
About the Author: Allen Adamson is the Chairman, North America of Landor Associates, a strategic branding and design firm, and author of The Edge: 50 Tips from Brands that Lead Including Apple, Zappos, GE, P&G, and even Justin Bieber. His previous books include BrandSimple: How the Best Brands Keep it Simple and Succeed and BrandDigital: Simple Ways Top Brands Succeed in the Digital World. A noted expert in the areas of branding and advertising, Allen is a sought-after industry commentator and writes a bimonthly column for Forbes.com on business trends and their impact on brands. He has appeared on ABC News, the BBC, CNBC, Fox Business Network, and NBC. He is frequently quoted in publications such as Advertising Age, Bloomberg Businessweek, the Financial Times, the New York Times, USA Today, the Wall Street Journal and The Washington Post. He regularly lectures at local and national universities and business schools. Prior to his current role, Allen was managing director of Landor’s New York office, where he was responsible for operations and overseeing branding efforts for a broad spectrum of corporate and consumer brands in industries ranging from technology to health care to fashion.
5. Luxury Branding
About the Author: Jean-Noël Kapferer is an internationally renowned expert on branding. A PhD from Northwestern University, and MSc of HEC Paris where he has taught for many years. Jean Noël Kapferer has brought to the field many innovations such as the concept of brand identity, the brand identity prism, the importance of brand architecture and the concept of managing by the brand. Author of The New Strategic Brand Management, Reinventing the Brand, Rumors, and co-author of The Luxury Strategy, he consults extensively all around the world. He is now strategy adviser to the President of the Inseec Business School.
6. Retail Brand Management: Perception, Performance, and Improvement
About the Authors: Jesko Perrey is a Director in the Düsseldorf office of McKinsey & Company and leads the firm’s German Marketing Practice. He has helped clients tackle a variety of marketing challenges across industries from insurance to retail. He is the author of several marketing articles published in leading journals and compendiums and holds a PhD in Marketing from the University of Münster.
Thomas Meyer is a Senior Expert in McKinsey & Company’s London office. His marketing work with consumer organizations focuses on brand and spend effectiveness. He has published extensively in the field of marketing, including co-authoring the branding book Mega-Macht Marke with Jesko Perrey. He earned a PhD in International Management from the University of Braunschweig.
7. Why Brand Matters in B2B
About the Authors: Michael D’Esopo is a senior partner and the director of brand strategy at Lippincott. With more than 20 years of experience, his areas of expertise include brand strategy and positioning, customer analytics, experience innovation, and brand activation. He has addressed marketing and branding issues for a range of clients including Alcoa, Ameriprise, Citibank, HP, Hyatt Hotels, HyundaiCard, Ingersoll Rand, Intel, Intuit, Iron Mountain, Nuveen Investments, Pizza Hut, Samsung, Sun Life Financial, Tyco, Visa, and Yahoo. Michael has spoken frequently for the ANA and the Conference Board and is often quoted on the topic of brands in the business press. Before joining Lippincott, Michael was a principal in Oliver Wyman’s (formerly Mercer Management Consulting) Strategic Capabilities Group, where he directed corporate and marketing strategy engagements for clients in the technology and financial business sectors. Michael holds a B.S. in economics from The Wharton School of the University of Pennsylvania and an M.B.A. from the M.I.T. Sloan School of Management.
Simon Glynn is a brand strategy director and the head of Lippincott in Europe and the Middle East. Simon has 23 years of consulting experience for clients across 40 countries. Based in London, his work has included refocusing product and service strategies, partnering with brands to truly drive demand in their market, developing new brand positionings that connect an organization’s DNA with customer priorities, and transforming large organizations through their customer and colleague experiences. Simon’s clients have included 3M, Balfour Beatty, Barclays, British Gas, Disney, DP World, Elsevier, HSBC, IKEA, Johnson Controls, London Symphony Orchestra, Nokia, Nokia Solutions and Networks, Orange, RBS, The Royal Navy, SABIC, Sainsbury’s, Saudi Aramco and Standard Chartered. Before joining Lippincott, Simon was a vice president at Oliver Wyman (formerly Mercer Management Consulting). He previously held positions with Arthur D. Little, Cable & Wireless, and BT. He holds an M.A. in physics from the University of Cambridge.
8. Managing Media as Brands: Case Study – Branding News Organizations
About the Author: Walter McDowell is an Associate Professor Emeritus at the University of Miami, USA. Before entering academia, Professor McDowell spent over 20 years in commercial television and media consulting. After earning his doctorate in 1998 from the University of Florida, and teaching several years at Southern Illinois University, he joined the faculty of University of Miami, concentrating primarily on media management and economics. He has been published in an array of peer-reviewed academic journals including The Journal of Media Economics, The International Journal of Media Management and The Journal of Media Business Studies. In addition, McDowell has authored or co-authored several books serving both academia and the media industry, including Broadcasting in America: A Survey of Electronic Media, The Television Industry: A Complete Guide, Branding TV: Principles, Practices, Troubleshooting Audience Research and coedited Understanding Broadcast and Cable Finance. A Primer for the Non-Financial Manager. The Association for Education in Journalism and Mass Communication (AEJMC) awarded Professor McDowell its annual Award for Excellence and Innovation in the Teaching of Media Management and Economics.
9. Brand Not Bland – The Financial Services Challenge
About the Author: Mike Symes is Chief Executive of Financial Marketing Limited (www.financialmarketing.com), a multi-award winning, specialist marketing and branding agency. Mike is recognised as a financial services branding strategist, communications expert, marketing author and international speaker. A classically educated marketer, Mike’s move into financial services saw him rise quickly to become head of communications for Woodchester Crédit Lyonnais, where he set up their in-house agency, then ultimately to become Vice-President and Marketing Director of Bank of New York Financial, before starting his own group of agencies. Mike has a passion for branding and communications, drawing on 25 years top-level experience in transforming financial organisations and building global iconic brands. Mike Symes has been awarded the Freedom of the City of London, one of the oldest surviving traditional ceremonies still in existence today. He is also Chairman of FIDES, the trusted independent networking and referral group for premier providers of products and services to financial organisations.
10. Building a Breakthrough Non-profit Brand
About the Author: Jocelyne Daw is a recognized pioneer and leading expert in the evolution of authentic business and community partnerships and in the integration of social purpose, community engagement and partnership development. Throughout her professional career she has embraced a steadfast commitment to building substantive and sustainable partnerships and has developed countless innovative and mutually beneficial partnerships that have delivered solutions for society and business. Jocelyne is an internationally published author and speaker. Her books Cause Marketing: Partner for Purpose, Passion and Profits and Breakthrough Nonprofit Branding: Seven Principles to Power Extraordinary Results have been Amazon best sellers. Currently Jocelyne is CEO of JS Daw & Associates, a boutique consulting firm that guides leading organizations in designing innovative social purpose brands that engage and inspire today’s increasingly active citizen and employee. They specialize in developing brand strategies and experiences that help clients stand out, build relationships, inspire action and power significant social impact.
11. A Brand/Story Conceptual Framework for Understanding Mass Fashion
About the Author: Joseph H. Hancock II, Ph.D., teaches, publishes and conducts scholarly activities at Drexel University in the Department of Fashion, Product Design and Merchandising. He has a twenty-year retailing background having worked for the Gap Corporation, the Limited Inc. and the Target Corporation and continues to do publishing and merchandising consulting work on an international level. He has published numerous articles in such journals as the Journal of Popular Culture, Journal of American Culture, Fashion Practiceand the Australasian Journal of Popular Culture. He is the author of the book Brand/Story: Ralph, Vera, Johnny, Billy and Other Adventures in Fashion Branding (Fairchild/Bloomsbury, 2009). His most recent edited book Fashion in Popular Culture (Intellect, 2013) was the inspiration for his new journal Fashion, Style and Popular Culture (Intellect, 2013).
12. Research Advances in the Building of Hotel Brands
About the Author: Dr. John W. O’Neill has taught and conducted research in the area of real estate, branding and strategy in the lodging industry at The Pennsylvania State University School of Hospitality Management in University Park, PA, since 2001. In 2011, he was also named Director of the School. Prior to his professorship at Penn State, he was Professor in the International Hotel School at Johnson & Wales University in Providence, RI. Previously, he was Senior Associate in the Hospitality Industry Consulting Group at the international accounting and consulting firm of Coopers & Lybrand in New York, Director of Market Planning for Holiday Inn Worldwide in Boston, and held unit-, regional-, and corporate-level management positions with Hyatt and Marriott in Chicago, Kansas City and Washington, DC. O’Neill is also a licensed real estate appraiser, holds the MAI (Designated Member) designation from the Appraisal Institute and the CHE (Certified Hospitality Educator) designation from the American Hotel & Lodging Association, and is a member of the International Society of Hospitality Consultants (ISHC). He has served as consultant to numerous public, quasi-public, and private organizations, and has been admitted as an expert witness pertaining to lodging cases. Dr. O’Neill is frequently quoted on a variety of topics related to the hotel industry in USA Today, Business Week, Business Travel News, Lodging, and New York Times. In addition, he has written articles for the Appraisal Journal, Cornell Hospitality Quarterly, Journal of Hospitality & Tourism Research, International Journal of Hospitality Management, and Lodging magazine. O’Neill holds a B.S. in Hotel Administration from Cornell University, an M.S. in Real Estate from New York University, and a Ph.D. in Business Administration from the University of Rhode Island.
13. The City as a Brand
About the Authors: Jeremy Hildreth has been carving his singular niche as a thinker and a practitioner at the nexus of place-making and brand identity for more than a decade, with his output characterized by its value creation and sheer diversity. With an Ivy League degree in economics and an MBA from Oxford University, Hildreth has performed unconventional work for ‘conventional’ branding clients (including legends like Nike and Louis Vuitton), and has perennially pushed the envelope in place branding, developing promotional strategies for former trouble spots like East Timor and Northern Ireland, and spending six months in Outer Mongolia to devise the country’s first-ever national cashmere export platform. Described as ‘lively and original’, and ‘nuanced’, Hildreth’s thought leadership includes the book Brand America (with Simon Anholt, 2010). In the media, Hildreth writes about landmarks and icons of culture for The Wall Street Journal, and regularly hosts Monocle 24 radio’s ‘Place Branding Roundup’. Living by the credo ‘Evolve immediately’.
JT Singh refuses to be categorized as his bohemian approach to place branding intermingles many disciplines, from design, economics, art, and storytelling, to sustainability, public policy and much, much more. Singh’s clients range from numerous downtowns, creative districts, commercial centres and industrial zones to entire cities (big and small) such as Toronto, Shanghai, Beijing, Tianjin and Vilnius. Renowned for his talent for urban exploration, Singh’s insightful reconnaissance of hundreds of emerging cities offers a lens on ‘where things are headed on all aspects of the urban world. When time permits, he speaks and lectures on urban identity and sustainability (find his TEDx Seoul talk on YouTube), and pontificates on his two favourite subjects: urban life and good design. Singh is currently engaged with a pioneering urban regeneration development project with the Shanghai Expo district and several feature film projects related to city branding.
14. Technology Branding: Building Long-term Value in a System-update World
5 Steps to Successful Bottom-up Branding by Jonathan Paisner
Intel, Just another Chip by Jonathan Paisner
Why Recruiters Need to Think More like Marketers by Howard Breindel
Branding Rules Apply, Even on the Campaign Trail by Howard Breindel
About the Authors: Howard Breindel, Co-CEO of DeSantis Breindel, has a long-standing track record of building businesses that draw on his expertise in marketing and leveraging technology. He began his marketing career at Grey Global Group, as the co-founder of an innovative computer graphics subsidiary. Howard led the firm's rapid growth among Fortune 500 companies, establishing them as an internationally recognized leader in C-Suite corporate and investor communications. Later, Howard pioneered interactive multimedia and internet communications for many of the largest global financial services, healthcare and media companies and built the firm into one of Grey's most profitable subsidiaries. Howard was also a co-founder of Directors Desk, a revolutionary digital communications platform for boards of directors of public corporations, which was purchased by NASDAQ in 2007. Today, as partner and co-founder of DeSantis Breindel, Howard leads branding and marketing strategy engagements for companies in financial services, technology, professional services, life sciences, real estate and energy. He has worked with clients such as VeriFone, Interactive Data, Honeywell, Deutsche Bank, CIT, Guggenheim and Pfizer.
Jonathan Paisner, Managing Director at DeSantis Breindel, leads the brand strategy practice, working with companies across a variety of industries to harness the power in their brands as a vehicle to drive business growth. Throughout his career, Jonathan has helped clients like Cisco Systems, AT&T, VeriFone, Adobe, Allstate, Tektronix and The Arc address a host of strategic brand challenges including positioning, messaging, naming, brand architecture, co-branding and internal communications. After earning his MBA at Columbia Business School, Jonathan created and ran the licensing division of A&E Television Networks, overseeing the development of dozens of brand partnerships to extend the A&E family of brands into a broad range of media products and experiences.
Seth Margolis, Strategy Director at DeSantis Breindel, has over 20 years of experience in brand strategy and marketing communications. After receiving an MBA from New York University’s Stern School of Business, Seth served as an Advertising Director at McGraw-Hill and a Marketing Director at KPMG. At DeSantis Breindel, Seth has extensive experience working with organizations to distil and communicate their brand position. With a perspective grounded in research, Seth works with a variety of financial services, professional services, not-for-profit, healthcare and technology organizations to clarify their key messages and deliver them through a range of strategic outputs. Clients include VeriFone, Interactive Data, Symyx, Logitech, The American Bankers Association, Pfizer, CIT and Deutsche Bank.
15. Football Brands
About the Author: Dr. Sue Bridgewater was international brand manager and new products manager with Nairn-Forbo and Unilever. She has a BA (Hons) in German from Durham University and an MBA and PhD (in emerging markets) from Warwick University. Sue joined Warwick Business School in 1991 as a teacher and researcher in marketing and international marketing. Whilst there, she set up and ran successfully for 10 years, a course for the League Managers Association to train football managers and taught blue-chip clients including HSBC, Ford, Nestlé, Philips, Prudential, KPMG and in sport, the Football Association, League Managers' Association and the Professional Footballers' Association as well as a number of football clubs. Sue has written international journal articles and books including Football Brands (2010) and Football Management (2010). In October 2013, Sue joined Liverpool University as Director of Sports Research. As well as teaching on the Football Industries MBA, Sue teaches Business of Football for clients including the Azeri Football Federation and the Josoor Institute in Qatar and is conducting a number of research studies in football and sport.