31 July 2003
Opens Up for Summer 2003
Pool continues to build
into an-line resource for leading-edge writing on business and marketing
strategy. Issue 23 covering summer 2003 is now on-line offering a series
of new feature articles, book reviews and the "I wish I'd thought
of that" feature that showcases a good idea every issue.
Issue 23 has a strong focus on branding
and this emphasises the importance that the issue has nowadays.
This issue's lead article "The
Making or Faking of Emotionally Significant Brands" by Dan Herman
gets to the heart of what a brand really is. A brand is not a product
with a name stuck on it. It is not something that has a personality
similar to a human being. Today brands are immensely powerful and the
article goes to the heart of what a brand is and what role it plays in
features address different areas of the ongoing branding debate. Daniel
Edelman, a new author to Pool, looks at how to conduct
brand extensions. Karen Post looks at the importance of relationships at
the heart of a brand; regular contributor asks which will be the brand
failures of tomorrow. The full list of feature articles is as follows:
- The Making of Faking of Emotionally
Significant Brands by Dan Herman.
- How to Conduct Successful Brand
Extensions by Daniel Edelman.
- Brands are About Relationships not
Transactions by Karen Post.
- The Branding Failures of Tomorrow by
- Seven Steps to a Winning Business
Strategy by Tobias Winther.
- Forget About Those Lost Customers and
Feel Good About It by Michael King.
the Loop Consulting Limited is an independent research-based marketing
consultancy. Through the Loop analyses key marketing and branding issues
that affect companies today in a chaotic business environment.
further information, please contact: Through the Loop Consulting Ltd.
Tel: 01628 898542, fax: 01628 474836, e-mail: