Knowledge-to-Knowledge: New Brand Platform - It's time for a new buzzword. How about "K2K"? A takeoff of B2B (business-to-business) and B2C (business-to-consumer), it's a term that can change the way we perceive brands, and the way we build and evaluate them.
Publisher: ClickZ.com     Author: Martin Lindstrom   

Looks Aren't Everything: Creating Competitive Advantage with Brand Personality - Lisa Siracuse examines how brand personality impacts a business. She highlights two diverse companies and explores how they effectively differentiate their brands in a crowded market.
Publisher: Northwestern University     Author: Lisa Siracuse   

Make Just One Brand Manager Happy - As the online advertising industry rebounds, sponsorships will surely be some of the most important vehicles.
Publisher: ClickZ.com     Author: Dana Blankenhorn   

Marketing a Web Brand in Multiple Countries - When you launched your e-commerce business in your own country, you may not have considered that the products you are selling to your home market may be totally nonfunctional, or at least unsuitable, in most countries of the world.
Publisher: ClickZ.com     Author: Nigel Pleasants   

Measuring Online Branding Impact - Click-through is proving ineffective for measuring a number of things. Fortunately, new metrics are emerging to help justify online branding efforts.
Publisher: Digitrends.net     Author: Elisabeth Dalbey   

Memory Triggers: What Branding is Really About - Communciating with an audience involves a lot of guesswork. We can access our own experience as we design a brand, but ultimately we can't know what's under the hood.
Publisher: ChannelSeven.com     Author: Simon Waterfall   

Nine Ways to Fix a Broken Brand - The marketing excesses of the past few years left broken pieces scattered across the branding landscape. As a result, many companies are left with bogged-down, boring -- even dying and dead -- brands.
Publisher: Fast Company     Author: Scott Bedbury   

Not Forcing the Issue - Lucasfilm won't cross lightsabers with fans over a popular but unauthorized Website. Instead, it sees TheForce.Net as an extension of its brand.
Publisher: Business 2.0     Author: Michael Menduno   

One Brand, Many Channels — and Challenges - Synchronizing all of the many channels shoppers use to access your brand is the best way to service the consumer and keep them as a customer.
Publisher: Digitrends.net     Author: Kelly Mooney   

Rediscovering Pioneering Brands - Quick, name an online bookseller. If you are like most people, you said Amazon.com. Now name an online brokerage.
Publisher: Accenture     Author: Paul Nunes