I have just read a really interesting article  by Chris Macrae (2003, Journal of Brand Management) co-written by a bunch of other brand specialists world-wide. An important fact to consider in branding is not necessarily the one of a graphic image in the minds of stakeholders but the image subliminally created by succession of stories and passed on underlining the trajectory of the brand throughout its existence and transmitted through time. In this Editorial title called “Can brand... Read Full Story

You think your are great genius, creative and unique until you GOOGLE! That’s is the story behind ‘blooks‘. I was thinking about this idea of how to call a book written in blog format and I came up with this brilliant and original idea, or so I thought it was. Before I could finally shout Eureka! I decide to Google the name I had just coined. There it was, someone else’s had claimed it first, curse the internet, it made difficult to claim authorship of anything, heck! But hey, listen to... Read Full Story

I am currently working on-line campaign for a new client in Leeds. Stephen and a few friends have started a business called Stories from the Street, He will be using his blog to genuinely engage with people at all levels and allow the conversation to shape their journey and new business venture. he is a great believer in the power of storing telling. For me it is a great privilege to be hired to help them to market their business in the early stages of development and a great personal... Read Full Story

For the duration of my research project I will be posting only on my PR_2_RP page, please CHECK IT OUT! If you want to contribute with the Survey please check the post below. Thanks, A.L. Read Full Story

For those returning to this site or visiting it for the first time, I am publishing a survey which is part of an exploratory research dissertation seeking to analyse the current professional practices of Corporate Reputation on the so called Social Web. This research is part of the dissertation for my MSc Marketing course at Leeds Metropolitan University. If you are a Marketing and PR professional, a Company Director (CEO or MD, CMO, CFO…), a Web Consultant specialist or a Media Professional... Read Full Story

Seriously!!! They are indeed badly struggling. What has happened to one of the strongest coffee brands in the world then? According to The Wall Street Journal, Mr. Schultz is trying hard to “re-energize a company that has lost its edge”. As a former big Starbucks loyal customer I have also been a strong admirer of their business module and brand management. I have previously posted on twitter about my growing disappointment with Starbucks, as it seems, I am not the only one. One good thing... Read Full Story

According to the Dictionary.com, Reputation is “the estimation in which a person or thing is held, esp. by the community or the public generally“. However, how can it be measured? What can one do to keep it or lose it in the eyes of the media and the general public? how do you benchmark reputation, either personal or corporate? Is there any special formula, an attitude, what should one do?? Wikipedia brings us the idea that reputation is an opinion, a social evaluation of the public toward... Read Full Story

After a long time I am finally back. It has been a pretty hectic time trying to finish the last assignments, working and everything else in life… The blog will be changing gradually now that we are coming to the end of the assignment period. My focus will be on what I will be writing and researching for my dissertation. Corporate Branding and corporate Reputation, the social web and new media will be the main broad areas covered from now on. The blog will be essentially about Marketing and... Read Full Story

Another one about old media x new media Blogging is indeed a fascinating exercise. You start following one blog, then are taking to another, then eventually you bump into what it seems to be the most bizarre of blog titles in someone else’s blog quoting another person’s post. It is viral, it is here, it is now!!! People are doing it and are being influenced by writings from those specialists who initially laid it all out. David Meerman Scott (one of these specialists) reported about another... Read Full Story

It kind of freak me out the idea that ‘what I see it’s not necessarily what I get’ despite the fact I was promised to get exactly what I see. When it comes to advertising promises, marketers are trying to ‘buy’ you with that ‘huge cunning brand appeal’, our everyday ubiquitous brands shouting at us. One can barely walk a few yards without stumbling onto one them. Seth Godin wrote an interesting post called ‘Would we miss you?’, where he cited another post from John Moore speaking about the... Read Full Story