Posts Tagged 'theory'

3. Creativity In The Context Of Brand Management

This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can read the introduction, other posts and the table of contents here. “At the heart of a successful brand is a great product or service,

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3. Creativity In The Context Of Brand Management

This post is part of my bachelor paper ‘The Evolving Role of Creativity in Brand Management’. You can read the introduction, other posts and the table of contents here. “At the heart of a successful brand is a great product or service,

/ No comments

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 identified some distinct phases that each go

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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 identified some distinct phases that each go

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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 key term of systems theory. Usually

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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 key term of systems theory. Usually

/ No comments

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, conducted by IBM, coping with

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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, conducted by IBM, coping with

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About 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 know“. About this book Martin Weigel says: If

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About 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 know“. About this book Martin Weigel says: If

/ 3 Comments

Master Thesis Topic (update)

After getting a lot of useful comments (thank you!) on my initial brainstorming on possible topics for my master thesis I cut them down to three and handed in a description of three very broad topics, all with some more

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Master Thesis Topic (update)

After getting a lot of useful comments (thank you!) on my initial brainstorming on possible topics for my master thesis I cut them down to three and handed in a description of three very broad topics, all with some more

/ No comments

The Trouble with “Cultural Mapping”

I recently read an article at contagious (hat tip to Sebastian Garn for sharing) about Amsterdam Worldwide claiming to create better global campaigns because they are using a scientific method of analyzing cultures – which they call Cultural Mapping. That tool they

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The Trouble with “Cultural Mapping”

I recently read an article at contagious (hat tip to Sebastian Garn for sharing) about Amsterdam Worldwide claiming to create better global campaigns because they are using a scientific method of analyzing cultures – which they call Cultural Mapping. That tool they

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12 Brand Definition Themes Identified (by others)

As a result of the content analysis of this literature, we identified twelve main themes which we thought were an accurate categorisation of the broad range of definitions of the “brand” in the literature, i.e. as: i) legal instrument; ii) logo; iii) company;

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12 Brand Definition Themes Identified (by others)

As a result of the content analysis of this literature, we identified twelve main themes which we thought were an accurate categorisation of the broad range of definitions of the “brand” in the literature, i.e. as: i) legal instrument; ii) logo; iii) company;

/ One Comment