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Here are the new articles at CAP Online this quarter. If you find this email useful, feel free to pass it on to your friends – but please don't spam people you don't know. If you didn't receive this from us and wish to sign up, just email <mailto:cap-online-subscribe@yahoogroups.com>.
Please find below the last Update sent from this service.
[ F r o m J Y & A C o n s u l t i n g ]
Welcome to Andrew J. Cross, Creative Marketing; Chris Hills; Paolo Vanossi, Senior Web Marketer; Stefan Engeseth, Marketing Consultant. JY&A Consulting is even more ready to serve you regardless of location, now represented in 10 cities worldwide.
[ F e a t u r e ]
Fighting globalization with globalization
Globalization isn't the problem: it's the misuse of this tag to harm the human rights and dignity of our planet's citizens. Branding is the tool to educate consumers as well as providing the means to moving workers to higher-gain jobs, otherwise we risk the creation of conflicts that threaten global security. By Jack Yan
<http://www.jyanet.com/cap/2002/0221fe0.shtml> HTML edition
<http://www.jyanet.com/cap/2002/0221fe0.pdf> PDF edition
[ F e a t u r e ]
The brand attitude of automobiles
It’s not brand equity that really drives an automobile’s success: some brands have matured into extendable attitudes conducive to their survival while others remain fixed in narrow, product-reliant niches
<http://www.jyanet.com/cap/2002/0316fe0.shtml> HTML edition
<http://www.jyanet.com/cap/2002/0316fe0.pdf> PDF edition
[ F e a t u r e ]
Redefining Mercury
Mercury is going through a serious rebranding and next month, we'll learn just how serious the division was. In the meantime, read about where we'd place the 63-year-old brand
<http://www.jyanet.com/cap/2002/0206fe0.shtml>
[ F e a t u r e ]
Ten tips for becoming more creative
The author of the acclaimed Detective Marketing, Stefan Engeseth, looks at how you can inject creativity with a ready collection of tips
<http://www.jyanet.com/cap/2002/0205fe0.shtml>
[ O b s e r v a t i o n s ]
What does business legitimacy look like?
Fancy offices have been out for a long time, so what do we seek now to tell us that a company is worth our time? Jack Yan’s advice to companies is to listen to your customers and find out
<http://www.jyanet.com/cap/2002/0317ob0.shtml>
[ T r a i n i n g a n d R e s o u r c e s ]
Book reviews
Our reviews of Detective Marketing and Aaker's 'The Lure of Global Branding'
<http://jyanet.com/cap/training.shtml>
[ P a r t i n g s h o t ]
Remember that CAP is always open to your comments – select 'Feedback' from the menu bar or visit <http://jyanet.com/cap/feedback.html>.
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We hope you'll enjoy our latest issue!
With our best regards,
JY&A Consulting staff
<http://jyanet.com/consulting/>
Read about JY&A Consulting this quarter in New Zealand Marketing Magazine (March 2002) and the latest review of Stefan Engeseth's Detective Marketing in the Chicago Sun–Times (February 21, 2002) – Jack Yan & Associates’ press room is at <http://jyanet.com/gr12-1.htm>
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