Brand managers, marketers, and executives have long turned to the trusted principles in Brand Aid to troubleshoot their branding problems. A catchy business name and a smart logo may get you a few clicks, but to create a sustaining image for your organization and build continual success will require the perfect branding statement. The essence of an organization begins with establishing its brand; therefore, it is essential to get it right. With over 30 years of experience building world-class brands, branding expert Brad Vanauken covers topics ranging from research and positioning to brand equity management and architecture strategy. This invaluable guide has collected illuminating case studies, best practices, and the latest research to offer invaluable advice on every aspect of brand management, including: The 6 most powerful sources of brand differentiation 5 elements that trigger brand insistence Turning brand strategy into advertising Online branding Social responsibility, sustainability, and storytelling 60 nontraditional marketing techniques An organization cannot afford to get their branding wrong. With the treasure trove of techniques, templates, and rules of thumb found in Brand Aid, it won’t!

“Has there ever been a better reason to shop?” asks an ad for the Product RED American Express card, telling members who use the card that buying “cappuccinos or cashmere” will help to fight AIDS in Africa. Cofounded in 2006 by the rock star Bono, Product RED has been a particularly successful example of a new trend in celebrity-driven international aid and development, one explicitly linked to commerce, not philanthropy. In Brand Aid, Lisa Ann Richey and Stefano Ponte offer a deeply informed and stinging critique of “compassionate consumption.” Campaigns like Product RED and its precursors, such as Lance Armstrong’s Livestrong and the pink-ribbon project in support of breast cancer research, advance the expansion of consumption far more than they meet the needs of the people they ostensibly serve. At the same time, such campaigns sell both the suffering of Africans with AIDS (in the case of Product RED) and the power of the average consumer to ameliorate it through familiar and highly effective media representations. Using Product RED as its focal point, this book explores how corporations like American Express, Armani, Gap, and Hallmark promote compassionate consumption to improve their ethical profile and value without significantly altering their business model, protecting themselves from the threat to their bottom lines posed by a genuinely engaged consumer activism. Coupled with the phenomenon of celebrity activism and expertise as embodied by Bono, Richey and Ponte argue that this “causumerism” represents a deeply troubling shift in relief efforts, effectively delinking the relationship between capitalist production and global poverty.

Now in paperback: Hands-on strategies for creating and protecting your personal brand (yes, you have one) Think branding is just for large corporations, marketing directors, and cows? Think again. Each one of us has a brand – a personal brand, how others see us – which is shaped by what we do, say, write, and otherwise present ourselves to others. We can’t fully control how others see us (smart, capable, compassionate, creative, fair). But many of us don’t even try. That is, we don’t take a moment to think about how we WANT to be perceived, and then take a few simple steps to bolster that impression with purposeful action. BRAND AID isn’t a book about manipulating others, putting on airs, or saying things you don’t really mean. It IS about using our words and actions mindfully, whether they take place in a conference room, PTA meeting, dinner party, Facebook comment thread, or anywhere else. Using clear examples from businesses, families, and more, this straightforward guide presents essential advice for anyone who wants to succeed in today’s competitive and interconnected world.

Beginning in 1980, Mayo Clinic was transformed from a single clinic in Minnesota to a global brand with a revolutionary digital and social media presence. Brand Aid is the story of how this remarkable evolution occurred. Written in a personal and engaging style, Brand Aid is deep in concepts but a pleasure to read. Unlike other “how-to” books, John La Forgia’s Brand Aid presents personal stories and real-life examples that bring his concepts to life in a vivid and relatable way. Simultaneously a memoir about La Forgia’s career at Mayo Clinic, a how-to manual for practitioners and leaders in the field, and a higher-level excursion into some of the burning issues of American health care today, this is a uniquely compelling and illuminating read. “La Forgia blends his personal experiences running marketing at the Mayo Clinic with the many lessons and rules he learned along the way. It is an absolute must-read for anyone seriously interested in health care marketing or, more broadly, the marketing of professional services.” —Kevin Keller, PhD, Author of Marketing Management and Strategic Brand Management

This collection brings together an interdisciplinary group of scholars exploring how development financing and interventions are being shaped by a wider and more complex platform of actors than usually considered in the existing literature. The contributors also trace a changing set of key relations and alliances in development – those between business and consumers; NGOs and celebrities; philanthropic organizations and the state; diaspora groups and transnational advocacy networks; ruling elites and productive capitalists; and between ‘new donors’ and developing country governments. Despite the diversity of these actors and alliances, several commonalities arise: they are often based on hybrid transnationalism and diffuse notions of development responsibility; rather than being new per se, they are newly being studied as engaging in practices that are now coming to be understood as ‘development’; and they are limited in their ability to act as agents of development by their lack of accountability or pro-poor commitment. The articles in this collection point to images and representations as increasingly important in development ‘branding’ and suggest fruitful new ground for critical development studies. This book was originally published as a special issue of Third World Quarterly.

The Routledge Handbook of Humanitarian Communication is an authoritative and comprehensive guide to research in the academic sub-field of humanitarian communication. It is broadly focused on communication that presents human vulnerability as a cause for public concern and encompasses communication with respect to humanitarian aid and development as well as human rights and "humanitarian" wars. Recent years have seen the expansion of critical scholarship on humanitarian communication across a range of academic fields, sharing recognition of the centrality of media and communications to our understanding of humanitarianism as an agent of transnational power, global governance and cosmopolitan solidarity. The Handbook brings into dialogue these diverse fields, their theoretical frameworks and methodological approaches as well as the public debates that lie at the heart of the contemporary politics of humanitarianism. It consolidates existing knowledge and maps out this emerging field as an important site of interdisciplinary knowledge production on media, communication and humanitarianism. As such, the Handbook is not simply a collection of texts sharing a similar theme. It is a coherent intellectual contribution which systematizes current critical scholarship in terms of Domains, Methods and Issues and sets an agenda of emerging and evolving research priorities in the field. Consisting of 26 chapters written by international scholars, who have contributed to laying the foundation of the field, this volume provides an essential guide to the key ideas, issues, concepts and debates of humanitarian communication.

This latest volume in the World Yearbook of Education series examines the global education industry both in OECD* countries as well as developing countries, and presents the works of scholars based in different parts of the word who have significantly contributed to this area of research. Focusing on the areas of cross-over in public-private partnerships in education, WYBE 2016 critically examines the actors and factors that have propelled the global rise of the education industry. Split into three key sections, Part I explores how education agendas are shaped; Part II considers the private financing of education and the export of school improvements to professional consultancies; and Part III analyses new market niches, such as low-fee private schooling and for-profit education provisions. The book draws upon case studies of many global organizations, including: The Bill and Melinda Gates Foundation Pearson Affordable Learning Fund Bridge International Academies Teach for All Omega Schools Co-edited by three internationally renowned scholars, Antoni Verger, Christopher Lubienski and Gita Steiner-Khamsi, WYBE 2016 will be a valuable resource for researchers, graduates and policy makers who are interested in the global education industry. *Convention on the Organisation for Economic Co-operation and Development.

Master's Thesis from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 16, ESCP Europe Business School - Campus Paris, course: Nation branding, language: English, abstract: This thesis aims to explore the perception and attitude on the Nation Brand of Vietnam from the perspectives of its people and outside residents (hereinafter referred to as Citizens and Non-citizens) based on the Anholt's Hexagon conceptual framework (a Nation Brand framework suggested by Simon Anholt). The study also examined the impact of the elements that make up Nation Brand on the attitude of its audiences. An online survey approach was used to collect the data with a sample of 436 Vietnamese Citizens and 100 non-citizens. Exploratory Factor Analysis (EFA) and Multiple Linear Regression then were employed to analyze the data with SPSS software. Findings of this empirical research indicate that Vietnam is perceived by its Citizens through only Tourism, Political efforts of the government (Governance), People and Export dimensions while all six dimensions of Anholt's Hexagon (People, Tourism, Governance, Investment, Culture, Export) existed in the perception of non-citizens. Implications also exist for policy makers and stakeholders about the importance of each elements of Nation brand on audiences’ attitude.