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	Professional, Personal and Private - Getting your brand's privacy settings right
	By Minter Dial, The Myndset Company

When companies have been “brought up” to be high performing and distinctly professional in their approach, there is a real risk for them going forward if they do not loosen up their “settings” to be more personal.

January 2011

	Performance Brand Advertising: The Audience is the Message
	By Jay Samit, CEO SVnetwork

This whitepaper introduces performance brand advertising and describes methods for optimizing consumer engagement online. Engagement advertising gives brands a unique way of interacting with individuals and the user-generated content they publish. As brands search for ways to effectively engage a mass consumer audience in digital media, performance brand advertising taps into consumers’ motivations and gives brands meaningful ROI for their online ad spending. Alternative advertising methods in digital media such as display advertising cannot deliver the personalization or level of engagement that performance brand advertising delivers. Read more to find out why.

December 2010

	Are you publishing using social media? Just stop.
	By Eric Weaver, Director of Digital Strategy DDB Canada

Are you brainstorming ways to add new fans? Tweeting “exclusive offers”? Shifting your staff around in order to support these new efforts? And do your social media efforts feel like an “add-on” — yet another time-intensive activity on your already overwhelming marketing task list? Our advice is to STOP. Stop and rethink your approach to social media with a new perspective. Rather than focusing on being on more sites, adding fans or getting comments, instead zero in on ideas for engagement, influence and activation — and that all-important lever, trust.

December 2010

	Internal Brand Building: Leveraging an Innovative Collaboration Between Marketing and HR
	By Karl D. Speak, Brand Tool Box, Ltd.

An examination of building stronger customer relationships through internal brand building — a critical collaboration between marketing and human resources. This proven innovation can produce a sustainable, high performing customer-centric culture for all types and sizes of organizations.

October 2010

	Brand Vulnerability Index: Measuring and Tracking Exposure to NGO Campaigns
	By Burson-Marsteller

The Brand Vulnerability Index (BVI), is an Evidence-Based methodology to measure and track brands exposure and vulnerability to issue-based NGO campaigns. It encompasses an approach that allows you to monitor risks and identify where future threats may be coming from. This can also help you identify potentially hazardous practices and change behavior before you become exposed.

October 2010

	The Real Value of a Brand Advocate
	By Carol Chapman, The Brand Ascension Group

Increasing Brand Advocates Can Reduce Your Marketing Expenses. Companies spend significant amounts of money on traditional marketing efforts each year. Those funds may get customers in the door, but the missing component is that it doesn’t necessarily build loyalty nor does it turn them into brand advocates. Studies show that marketing to acquire new customers is five to seven times more expensive than nurturing your existing customers.

October 2010

	What makes a brilliant brand leader?
	By David Taylor, the brandgym

Brandgym’s research shows the CMO role moving beyond one of coordinating and sharing best practice into a more hands-on job of driving brand vision to action.

October 2010

	Our World, Connected
	By Brian Dunn, CEO, Best Buy Co., Inc.

New research commissioned by Best Buy and conducted by e-Rewards reveals that people believe in the notion of the connected world. They have taken what they’ve experienced over the past two decades (since technology began to be ubiquitous in our lives) and on their own have redefined what ”being connected” means. In the process, they have naturally grown dissatisfied with some consumer technologies that actually inhibit their ability to live in a truly connected world. This has led them to become more knowledgeable, more vocal, and more involved in how and what the industry produces.

October 2010

	Brand Behavior
	By Fermi Kuruvilla

This article looks at the emerging trends in brand consultancy and highlights the aspect of brand behavior as an antecedent to achieving brand reputation. It calls for the enhancement of today’s brand consultants‘ areas of expertise to advice clients on the impact of brand behaviour through human resource strategies, especially for employee branding, managing the desired behavioural outcome during mergers and acquisitions, and for reflecting the corporate governance standards client’s adopt.

October 2010

	Lean Advertising
	By Jean-Claude Saade

Economic crisis, time, and some illuminated minds have brought considerable change to the advertising practices and to the way companies are positioned and services are offered to clients. However, some of the old time methods are still getting in the way of adopting Lean Advertising.

October 2010

	Amazing Brands: What they do and how they do it!
	By Carol Chapman, The Brand Ascension Group

Every brand has the opportunity to be good, bad or indifferent; or great. For many brands, being good is just fine, but for those few that really push the envelope they prefer to be great or better yet, amazing. This paper focuses on brands that have reach the ‘amazing level’. And the question is what does it take to be amazing?

October 2010

	Sounds Like Branding
	By Jacob Lusensky, CEO, Heartbeats International

The Sounds Like Branding™ survey by Heartbeats International gives the first chapter in what seems to be a love story between brands and music. It shows how brands love music and that it will become increasingly important in the future of branding — and that there is an opportunity for brands using music in the right way to reach through the market clutter and touch people’s hearts.

October 2010

	The Brand University
	By Minter Dial and Eric Mellet, The Myndset Company

The world of branding has undergone a very real revolution as far as both the consumer and the employee are concerned. The challenge that companies are now facing is how to adapt to several convergent paradigm shifts. To this end, brands might consider instituting a Brand University™ as a compelling way to accompany such a change.

October 2010

	Best Global Brands 2010: The Definitive Guide to the World’s Most Valuable Brands
	By Interbrand

Interbrand’s 2010 Best Global Brands report shows how the world’s most powerful brands are performing in a new marketplace that is increasingly being defined by consumers. In this new environment of increased expectations, access, and influencers, the role of brands and the importance of brand management remain consistent. It is the opportunity for brands that is unprecedented.

Sept 2010

	I Do! Two Real Examples of Brand Engagement and Customer Loyalty Strategies that Work
	By Suzanne Tulien, Principal & Co-founder, The Brand Ascension Group

Martin Lindstrom’s book, Brand Sense, revealed that "the more sensory memories activated, the greater the bond the customer has with the brand.” This is a strategy that too many brands are not leveraging the way they could with a bit of ingenuity and creativity. In this paper, Suzanne shares “real examples of brand engagement and loyalty strategies that work.”

	Content or Conversation: Where will the smart money be when FIFA hits Brazil in 2013?
	By Stuart Cain, managing partner, global sports practice, Mindshare

As social media becomes a mainstream communication channel, should brand owners who have traditionally sponsored rights owners to attract an audience be switching their investment away from the content and focusing instead on the conversation taking place in social media? If they should, what does this mean for the future of sports rights?

August 2010

	Brand-Based Customer Loyalty
	By Branders Group (Switzerland)

Loyalty programs are enjoying a revival in these economically challenging times. Find out why synchronization with brand strategy is crucial to any customer loyalty program’s success in this paper from Zurich-based Branders Group AG (branders.ch)

August 2010

	Twitter & the Consumer-Marketer Dynamic
	By 360i

Twitter has more than 100 million users posting a collective 65 million tweets each day, yet it has failed to click with brand marketers — and brand marketers have failed to click with it. Find out how Twitter can be used more effectively to create deeper connections with consumers and your target audience.

July 2010

	Unleash the Role of Packaging
	By Rohit Arora, Planning Director, Y&R

Rohit Arora, a planning director for Young & Rubicam in Dubai, looks at how packaging design can be leverage to not only motivate consumers to buy, but to build brand equity and customer loyalty.

July 2010

	The Rise of Branded Entertainment
	By Gerry Czarnecki, CEO, O2 Media Inc.

Gerry Czarnecki, a published author and the former CEO of Bank of America, has been pioneering branded entertainment since 1992, working with companies including Wal-Mart, Microsoft and P&G and producing series for U.S. television including The Balancing Act on Lifetime and Designing Spaces on WE. In this paper, Gerry discusses the challenges presented by deferred viewing and time-shifting, and how branded entertainment creates an opportunity to put a human face on a brand and engage the consumer. Find out more at o2mediainc.com.

July 2010

	Social Media Without a Parachute
	By Victoria Fielding, CEO, Digital Brand Expressions

Veronica Fielding and her team at Digital Brand Expressions examine how brands are approaching social media in this new survey, including how companies are handling and defining social media duties and how they’re tracking competitors’ efforts. Follow Victoria on Twitter at @VFielding

June 2010

	The Visual Language of Brand: 2009/2010 Trend Report
	By David Ansett, Founder, Truly Madly

David Ansett, the founder of Truly Madly, a creative branding agency based in Melbourne, Australia, shares his comprehensive look at trends in brand identity, logos, packaging, advertising, retail, online and more in this comprehensive 176-page report. Topics include trends in brand visual language relating to color, as well as the 10 most critical questions you should be asking yourself about your brand’s visual language. For more on Truly Madly, visit its website or follow David on Twitter: @Brandamentalist.

June 2010

	The New State of America: What the 2010 Census Will Reveal About the Evolution of the United States of Ameria
	By Alma DDB

It’s hard to escape news about the 2010 U.S. Census. Besides multiple mailings to every household in the country, the government has also launched a major advertising campaign with a budget of over one hundred million dollars. But what does the 2010 Census mean to the advertising and marketing community? What can we expect to learn from the 2010 Census? What will it reveal about the composition of the United States and Hispanics, the fastest growing minority group? How can we use this data to improve brand marketing efforts? Isaac Mizrahi, SVP, Managing Director at U.S. Hispanic agency Alma DDB, the network’s U.S. Hispanic arm, and veteran marketer Howard Konig explore the issues.

June 2010

	The Value of a Facebook Fan: An Empirical Review
	By Syncapse

As Facebook matures as a viable marketing and customer service channel, brands are looking to quantify and understand the impact of their engagement on the platform. Far too many fail to quantify ROI in such a way as to convince a CFO of the merit of increasing or shifting investment towards Facebook marketing. Syncapse’s model aims to help brands better evaluate the financial returns that social members on Facebook provide to their business as they commit time and resources to the world’s biggest social networking site.

June 2010

	Forget Social Media: Think Social Profitability
	By LEVEL5 Strategic Brand Advisors (Toronto)

Why brands need to rethink social media from the C-suite down (and not as a P&L line item), with examples including Ford, Dell and IBM.

May 2010

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