Recent Articles From EvanCarmichael.com http://www.evancarmichael.com/ http://www.evancarmichael.com/Branding/71/Demythologizing-the-McElroy-Memo.html http://www.evancarmichael.com/Branding/71/Demythologizing-the-McElroy-Memo.html In the canon of English-language writings on brands and brand management, few documents possess the stature of the legendary McElroy Memorandum known as "Brand Man". In this article, Stanley Moss offers an analysis of McElroy's narrow focus, how brands have grown up around the memo, and how marketing is now simply a fractional part of branding. http://www.evancarmichael.com/Branding/71/2009-Global-Brand-Trends-letter.html http://www.evancarmichael.com/Branding/71/2009-Global-Brand-Trends-letter.html In 2009’s letter, brand guru Stanley Moss muses about the state of branding during an economic crisis, accountability and outcome, the study of failure and obsolescence, green branding, the luxury category, brands in the BRIC nations and quiet brands. There’s a brief section on new terminology. The letter ends with new thoughts in answer to the question, “What is a brand?” http://www.evancarmichael.com/Branding/71/2008-Global-Brand-Trends-letter.html http://www.evancarmichael.com/Branding/71/2008-Global-Brand-Trends-letter.html A yearly letter authored by Stanley Moss, reviewing the state of international branding. This year's letter addresses sustainability, CSR, place branding, social networking, the cult of celebrity, the luxury category, measurement. The letter concludes with different points of view on the question "What is a brand?" http://www.evancarmichael.com/Branding/71/August-2006-Interview-with-Russian-Business-Magazine.html http://www.evancarmichael.com/Branding/71/August-2006-Interview-with-Russian-Business-Magazine.html In this interview with a Russian business magazine, Stanley Moss talks about nation branding, how the USA brands itself, the role of the arts in effective branding, and the single concept by which Russian business can broaden its influence in world markets. http://www.evancarmichael.com/Branding/71/Luxury-in-2007.html http://www.evancarmichael.com/Branding/71/Luxury-in-2007.html In this short article, Stanley Moss tracks the evolution of luxury brands, and how they relate to current market conditions. http://www.evancarmichael.com/Branding/71/2007-Global-Brand-Trends-letter.html http://www.evancarmichael.com/Branding/71/2007-Global-Brand-Trends-letter.html A yearly letter Stanley Moss authors discussing last year's hot topics, and looking ahead to the next year in the brand discipline. This year Stanley looks into nation branding and "Borat", Mediology, Personal Branding, and branded conflicts. A must-read for practitioners and students. http://www.evancarmichael.com/Branding/71/Coffee-Bars-in-India.html http://www.evancarmichael.com/Branding/71/Coffee-Bars-in-India.html A survey of India's booming coffee bar businesses, and what prevents the Starbucks brand from opening there. http://www.evancarmichael.com/Branding/71/2006-Global-Brand-Trends-letter.html http://www.evancarmichael.com/Branding/71/2006-Global-Brand-Trends-letter.html A yearly letter Stanley Moss authors discussing last year's topics and looking ahead to critical areas of brand discussion for the coming year. http://www.evancarmichael.com/Branding/71/4-MEDITATIONS-ON-BRAND.html http://www.evancarmichael.com/Branding/71/4-MEDITATIONS-ON-BRAND.html People continually ask me how to energize their own brand-building, and I hear many of the same misunderstandings resurface. The four directives below may help to clarify what appear to be this season’s most mysterious issues of branding. http://www.evancarmichael.com/Branding/71/WHERE-DO-I-HANG-MY-HAT.html http://www.evancarmichael.com/Branding/71/WHERE-DO-I-HANG-MY-HAT.html There comes a terrifying point in the life of every company, when the necessity arises to craft a defintive brand statement. This involves visiting a kingdom of much mystery and misinformation, filled with mistaken ideas, outdated wisdom, presumption, principles vaguely understood. Most companies simply believe they’ve got to have a brand because everybody else has one, though what they stand for -or are prepared to succinctly promise- they cannot precisely say. Too often companies are forced to reconsider the brand promise only following bad news, such as after a hostile takeover, acquisition/merger, negative publicity or a disastrous quarterly report. The most advantageous moments to consider the essential brand promise are in actuality at start-up, launch, rebranding or repositioning.