Insider Perspectives

1. Give your brand in marriage  (site info) For a brand sell to be effective long-term, the advertising needs to create an emotional involvement between the consumer and the brand. Exponent, Jacque Chevron, describes brand loyalty as a form of marriage. http://www.JRCandA.com/art_brandmarriage.html 2. Gimme a Bud: The Feature Film Product Placement Industry  (site info) Thesis on the who and where of product placement in movies, with an examination of the legal and social issues involved. http://advertising.utexas.edu/research/papers/Turc... 3. The power of hype  (site info) Forbes magazine on new avenues for creating hype to serve brand marketing. Focuses on Bebe clothing. http://www.forbes.com/forbes/99/1101/6411228a.htm 4. Brand personality  (site info) A relationship with a brand can be like a relationship with another person. http://haas.berkeley.edu/~market/PAPERS/AAKER/BOOK... 5. Lexicon Branding, Inc.  (site info) Leading company presents its pitch on the commercial value of expertly crafted brand naming. http://www.lexiconbranding.com/ 1-5 of 13. Next »