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Dear CAP Subscribers:
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>.
[ F r o m J Y & A C o n s u l t i n g ]
We haven't been as regular with these emailouts as we would have liked. So what did we do in 2002?
Most of the year was taken up with building JY&AC contacts globally. We have new members on the team and new locations – Stefan Engeseth in Sweden, an alliance with Lobel Consulting in Santiago – while the team itself made great headway in 2002 with conferences, such as the Medinge Chief Brand Officers' group that came up with the Brand Manifesto.
CSR isn't new at JY&A Consulting. I dare say a lot of you joined this list because of our ethical stance, long before anyone was fussing about Enron. What is new is the way many people in the branding profession have banded together to find solutions to the criticism. That means new ways of valuing organizations by placing humanity at the core, not figures. You can find a lot of the articles relating to these topics throughout the CAP Online site at <http://www.jyanet.com/cap/>. And, in a few months’ time, you will be able to pick up a special issue of the Journal of Brand Management on 'Branding Total Corporate Responsibility', as another sign of this professional unity.
As we begin 2003, we're advancing even more ideas based around freedom and humanity, just as we always have. Spirituality and business – someone must be buying all those books, but no one's admitting it. Or shorter patent terms – Canadian economist Reuven Brenner examines the effects. Rebranding Saab – Stefan Engeseth has some great ideas. Also there are some 2002 articles that we didn't alert you about, principally because there weren't enough to warrant disturbing your emailbox. They're on everything from branding automobiles to healing. It's all here at CAP Online. – Jack Yan, www.jackyan.com
[ D i s c u s s i o n ]
The Brand Hut
If you would like to join a branding list for professionals, JY&AC president Jack Yan has set up an independent list at Yahoo! Groups called the Brand Hut. There's no JY&AC advertising at this list: it's set up strictly for the discussion of the profession and how we may effect positive societal change, just as we try to do at the Chief Brand Officers' Association.
Luminaries from the branding business and academia from around the world are there and we invite fellow professionals and academics to check it out. The URL is <http://groups.yahoo.com/group/brandhut> and to join, email brandhut-subscribe@yahoogroups.com.
[ F e a t u r e ]
Spirituality and business: the next movement?
Spirituality and business might seem odd bedfellows at first glance, but is that because we view the latter as corrupt and materialistic? If we believe in the goodness that commerce can do, we should be able to accept and promote what might be one of its roots as the next big step in strategy. Jack Yan’s paper, delivered in Amsterdam on January 17, is reproduced here
<http://www.jyanet.com/cap/2003/0117fe0.shtml> HTML edition
<http://www.jyanet.com/cap/2003/0117fe0.pdf> PDF edition
[ F e a t u r e ]
Patents, tort and antitrust—a deal?
What effect would reducing the patent term have on commerce? Reuven Brenner of McGill University thinks it could lead to economic growth
<http://www.jyanet.com/cap/2003/0121fe0.shtml>
Reuven Brenner's latest book is The Force of Finance (New York: Texere 2002), <http://www.amazon.com/exec/obidos/ISBN=1587991306/lucireA/>.
[ F e a t u r e ]
Saab needs to go outside the car box
Saab’s brand is too weak to extract premium margins. Yet it remains a potent national symbol for Swedes, says the Financial Times. Common sense and out-of-the-box thinking can drive Saab to sell more cars, says Stefan Engeseth
<http://www.jyanet.com/cap/2003/0124fe0.shtml>
Related link: On MG Rover: <http://www.jyanet.com/cap/2002/1104fe0.shtml>
Stefan Engeseth's Detective Marketing: <http://www.amazon.com/exec/obidos/ISBN=9163113899/lucireA/>
[ O b s e r v a t i o n s ]
Analysing brands can tell you whether to buy
With confidence in traditional stock analysis hurt, a better and more long-term way could be examining corporations’ brands, according to Jack Yan
<http://www.jyanet.com/cap/2003/0106ob0.shtml>
[ B o o k R e v i e w ]
The best how-to for global marketing
Donald De Palma’s Business without Borders <http://www.amazon.com/exec/obidos/ISBN=0471204692/lucireA/> is the ideal post-dot-com title about modern international marketing
<http://www.jyanet.com/cap/2002/1027fe0.shtml>
[ P a r t i n g s h o t ]
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We hope you'll enjoy our latest issue!
With our best regards,
JY&A Consulting staff
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