Cecilie Schjerven
-
Clicks, Numbers and Brands.
A little while ago, a friend of mine, Mark, applied for the position of brand strategy manager at a young firm which has had admirable success both nationally and internationally with a small line of products for the domestic market. The firm’s chief sales-channel is the Internet, something that at once is impressive and counter-intuitive […]
-
The Difficulty of Managing Design for Cities.
On the occasion of Anne Stenros attending ‘The Future of the Creative Industries: BREXIT and its consequences in Europe’ in Dortmund in February, The Business of Brand Management met the former Chief Design Officer of Helsinki to talk about design, brands and cities. Anne Stenros learned it the hard way. After ten years as design […]
-
„Always give your product a first-class ticket through life.“
Go to sleep with a dream and wake up with a purpose! A great product idea doesn’t (yet) make a brand. A sustainable, trustworthy brand will only emerge when all entrepreneurial intentions and requirements are embedded in the strategic goal. DIE GESCHICHTE „Eigentlich wollte Hubert Halbe eine Buchhandlung eröffnen. Doch 1946 war das in Deutschland nicht […]
-
Brands denuded.
Brands – as we like to argue – embody inherent values that transcend the immediate and mundane value of function or utility. Brand communication attempts to convey these values to the end-user to make her investment in the brand a matter of identification beyond immediate use value. The idea is that the brand appeals to […]
-
«Culture Eats Strategy for Breakfast.»
An organisation’s culture and its brand performance are inextricably linked to one another. Is culture the long-neglected, prodigious management tool? Planning for the future? The vital link between organisational culture, leadership styles and business performance is the main topic in one of the recent issues of Harvard Business Review (HBR). The ‘spotlight’ on culture is comprised […]