October 2010

Aaker, "Why are Strong Brands Strong?"

Interview with John Coyle, U.S. Cellular: The Belief Project

Welcome to Prophet 2.0…or is That 3.0?

Winning Strategies Start With the End in Mind

Peter Dixon on Workplace Branding

Recommended Reading

In the Press


Why are Strong Brands Strong?

By David Aaker

Beyond brand equity momentum, how do strong brands get that way and manage to achieve remarkable stability over time? In his ongoing column in the American Marketing Association’s Marketing News, Prophet Vice Chairman David Aaker examines the question, using 30 of the top brands from the BrandJapan database as a point of reference. These brands – ranging from Fuji TV to McDonald’s to Cup Noodle – consistently deliver on any number of fronts. As he writes, brand building is ultimately a journey, and the benefits of a strong brand’s attributes, whether as a value function or an inspirational vision, accumulate over years.

Read the complete article here.

Interview with John Coyle, Senior Director, Customer Strategy and Marketing of U.S. Cellular: The Belief Project

Scott Davis, Chief Growth Officer of Prophet recently sat down with our client John Coyle, Senior Director, Customer Strategy and Marketing of U.S. Cellular. Scott and John spent time discussing how to drive successful transformations and the story behind the recent launch of U.S. Cellular’s Belief Project. (more)

Welcome to Prophet 2.0…or is That 3.0?

Got a burning branding question? Need a strong dose of inspiration? Want to know how much your brand is worth?

The newly relaunched Prophet.com helps with all that and more. We’ve stepped up our digital presence to make our website more informative, insightful, and interactive – all in the interests of practicing what we preach.

Our website is designed to be as creative as it is functional, with more interactive features and a deeper glimpse into who we are and how our personality and expertise come into play in our client work.

In addition to more easily navigated sections on our areas of expertise, critical business issues, client stories, and thought leadership, one new section profiles our PLAYSTUDIO, a space where business leaders get inspired. Another highlights our well-known experts, like David Aaker and Scott Davis. And about those burning branding questions? Pose them directly in our "Ask the Expert" feature.

Take some time to explore and come back often. There’s always something new to hold your interest!

Winning Strategies Start With the End in Mind

By Scott Davis & Fred Geyer

Want to position your business to win? Define – very specifically – what winning looks like, and you have your starting point to the kind of strategic planning that has worked very well for such strong businesses as McDonald’s, GE, and Electrolux.

Prophet’s Fred Geyer and Scott Davis offer up a framework for the Plan to Win approach that is based on concrete objectives and outcomes – and anticipates the specific hurdles that will have to be jumped for winning to be achieved.

Learn more here.

Peter Dixon on Workplace Branding

Peter Dixon discusses the importance of workplace branding and answers questions such as:

Why brand your workplace environment?
How does it relate to strategy?
What are some examples of really effective workplace branding?

Click here to watch the video

Recommended Reading

From Control to Influence – Brand Leadership in a Networked Era
By Roland Bernhard
Roland Bernhard talks about the importance of the new networked era based on social media and how marketers should be communicating more transparently about their brand.

Searching for a Silver Bullet
By Roger Sinclair
Roger Sinclair stresses how measurement of brand performance is becoming a long-term necessity. Marketers use a multitude of measurements to gauge the effectiveness of their activities and the progress they are making toward their goals.

Don’t Let the Medium Supplant the Message
By Niren Sirohi
The medium of the message? Too often these days the message is ignored in favor of the medium. Niren shows that the right messaging will differentiate your brand, drive stronger consideration and purchase behavior, and can be significantly more rewarding than figuring out the most effective media.

In the Press

Chiaki Nishino named a “Future Leader” by Consulting magazine’s Women Leaders in Consulting recognition program. Read more.

Andy Stefanovich, Prophet's Chief Curator and Provocateur, joins KaBOOM! Board of Directors and comments on Andrew Walmsley's article about buying up innovation versus developing it in-house.

David Aaker's principles are mentioned as having helped transform the Caribou brand in The Hub.

Roland Bernhard is quoted in Handelszeitung about the latest Interbrand brand value ranking. *Please note this article is in German.

Dr. Roger Sinclair, Prophet Academic Partner, writes a chapter on "Trademarks and Brands" in James P. Catty's latest book: Guide to Fair Value Under IFRS.

Stephen Carlotti joins Prophet as a Senior Partner. Read more.

Spotlight on Speaking

Drum Innovation Event
October 20 – London
Andy Stefanovich and Patrick Knight, Founder & Chief Strategy Officer at InSkin Media Ltd, will lead a session on Innovation for marketers. Andy will talk about how a business with hundreds, thousands or tens of thousands can drive innovation.


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