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“There’s only one Man United?”
In: Strategic Direction 31 (2015) 6, pp. 24-26
Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and...
Persistent link: https://www.econbiz.de/10015012495
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Understanding consumer mistrust
In: Strategic Direction 25 (2009) 9, pp. 23-25
Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...
Persistent link: https://www.econbiz.de/10015010427
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Branding so much more than a name
In: Strategic Direction 27 (2011) 3, pp. 6-8
impartial comments and places the articles in context. Findings – Those who say branding is “only a name” are missing the point …
Persistent link: https://www.econbiz.de/10015010583
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Brand 2.0: what could this mean for Adidas, Nike, Puma and Levi’s?
In: Strategic Direction 31 (2015) 7, pp. 5-7
Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...
Persistent link: https://www.econbiz.de/10015012504
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When branding gets personal
In: Strategic Direction 26 (2010) 4, pp. 28-31
writer who adds their own impartial comments and places the articles in context. Findings – While branding, in all its varied …
Persistent link: https://www.econbiz.de/10015010487
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Silver linings of recession clouds
In: Strategic Direction 26 (2010) 6, pp. 6-8
Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...
Persistent link: https://www.econbiz.de/10015010499
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A clumsy landing for BA’s corporate branding
In: Strategic Direction 20 (2004) 2, pp. 13-15
Before the privatization of British Airways in early 1987, people in the UK said that BA stood for “bloody awful”. Even allowing for the fact that British people go in for that kind of thing – one of the companies out of which BA was created in 1973, BOAC, used to be referred to as...
Persistent link: https://www.econbiz.de/10015009762
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Nike walk‐in baths just wouldn't wash
In: Strategic Direction 22 (2006) 1, pp. 12-15
Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...
Persistent link: https://www.econbiz.de/10015009976
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Crisis? Oh, that crisis!
In: Strategic Direction 23 (2007) 4, pp. 6-9
Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the...
Persistent link: https://www.econbiz.de/10015010126
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Experiential marketing
In: Strategic Direction 24 (2008) 10, pp. 24-26
Purpose – This paper aims to give advice on successful experiential marketing, offering ideas for campaigns and pointing out pitfalls to avoid. Design/methodology/approach – The paper reviews case studies of campaigns at music festivals and more widely, and ends with a comment on current...
Persistent link: https://www.econbiz.de/10015010321