Marketing’s Next Frontier: A Case for Internal Brand Development

Today’s marketing leadership faces the daunting task of developing a relevant brand. And when I say developing a brand, I do not a mean creating a catchy logo, a tagline and maybe even an advertising campaign. I mean the foundational work of creating an inward-focused, business-building and value-adding strategic brand — all of which is based on unique value propositions and a brand essence built around what is truly important to consumers and how it benefits them.

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Andy Kovan
Connecting Brand to Social Issues via Cultural Marketing

Within every social issue exists the opportunity for a person, entity or a brand to make a positive impact by focusing on social good. For marketers, the opportunities represent a new frontier for increasing connections with the communities they serve: their consumers. However, there seems to be varying levels of understanding and commitment to the cultural and social roles, responsibilities and impacts relative to their marketing and positioning of their brand, product or service.

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Andy Kovan
Connections Between Brands and People

vIn explaining the premise of their book, The Human Brand: How We Relate to People, Products, and Companies, Chris Malone and Susan Fiske delve into the psychology of the connections between people and brands. Consider the following excerpt from an interview with Malone conducted by the Wharton School of Business …

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Andy Kovan
Cultural Pioneering in the Mad, Mad World of Marketing

Forgive my ramble.

On the outset, marketers should clearly establish the desired role they have in mind for the communications before the first piece of advertising or marketing message is even concepted for creation. What do (I) we want people to do? What is the role of my communications? How can communications effectuate change relative to the issue and affect people. Generally speaking, there are four roles of communications.

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Andy Kovan
Satiating Cultural Thirst

In 2003, at the end of the United Nations International Year of Freshwater, the University of Applied Sciences Basle and Zurich University in conjunction with the Consul International des Femmes à Genève organized a conference under the theme of “Cultural Diversity and International Solidarity.  “Anyone thinking about the future of humanity must take water into account. Water has become a fateful question.” Rosmarie Bör, Swiss Coalition

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Andy Kovan
Review of Cultural Conservation of Place in Conserving Culture: A new discourse on heritage

“Place is space made culturally meaningful.”

Author Setha Low rightly and justly argues the inseparability of conservation of place and its critical relationship to cultural conservation. “Place is space made culturally meaningful,” says Low.  Place is more than merely a setting for people to experience their cultures.  Place creates and contributes to the social interactions and processes. Furthermore, place gives a specific location and context for culture to establish itself.

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Andy Kovan