AOL, Customer Experience and the “new” realities in 2006.
If members…are trying to provoke the Consultant into being unprofessional, immediately cancel the account. (AOL Offer Matrix 2006, according to Consumerist.com) The dominating perspective my three...
View ArticleA look at Nokia on the long road back to glory
(This post contains a bunch of personal stuff, post-rationalization and opinions – typical planning bollocks -, just so you know. If you make it through the text there’ll be some nice videos though.)...
View ArticleAbout the ‘Science of Marketing’
At the moment a presentation and a video by Byron Sharp about the science of marketing are making rounds in the plannersphere. They are based on Sharp’s book “How Brands Grow. What marketers don’t...
View ArticleAbout Bananas, Ethics and Consumption
Some of you may know that I spent a month in Nicaragua during my civil cervice for the twinning between my old highschool and a technical school in León, Nicaragua. Our school sends a group of pupils...
View Article1. The Evolving Role of Creativity in Brand Management
This is the introduction to my bachelor thesis, which has the same title as this blog post. I thought I’d post it here, so that more than the two people grading it can read it and give feedback. I’ll...
View Article2.1 The Relevance of Brand Management
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. — This chapter will first start with an...
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2.2 What is a Brand?
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. — There are a lot of diverging descriptions...
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2.3 Brand Management Paradigms
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. — To speak of brand management as one clear...
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2.3.2 Projective Paradigm
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. The projective paradigm builds on the product...
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2.3.3 Adaptive Paradigm
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. The adaptive paradigm changes its focus on the...
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2.3.4 Relational Paradigm
Your Brand is Not My Friend from http://www.mpdailyfix.com/your-brand-is-not-my-friend/ This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the...
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2.4 Challenges For Brand Management
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. “Although brand may be as important as ever to...
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2.4.1 Complexity
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. While in the past three global CEO studies,...
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2.4.2 Coupling
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. Just as complexity, structural coupling is a...
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2.4.3 Communication
This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can see the other posts and the table of contents here. Historic perspectives on brand management have...
View ArticleIs Planning planning Obsolescence? A naive POV of a young planner.
I am in Shanghai right now, leaving for Xiamen tomorrow morning and completely overloaded with impressions and there are so many things I write about China that it seems strange that when I sat down...
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