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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 ]
This last quarter has been one of realizing a lot of our dreams. For starters, the special issue of the Journal of Brand Management, entitled 'Branding Total Corporate Responsibility', will be out very soon. We've begun a list of corporate responsibility links at <http://www.jyanet.com/links-br.htm> and welcome your suggestions for it.
Meanwhile, I finished my chapter for a new book being edited by Nicholas Ind. The title of the book isn't finalized yet, but my contribution details more of the Brand Manifesto, which you read about at CAP Online last September. How important is the Manifesto to the future of branding and marketing? After analysing and interviewing Gen Y members, it looks critical. Check out the Manifesto at <http://www.jyanet.com/cap/2002/0909fe0.shtml> for a refresher. If you need a little more of a hint at what I wrote, there is a related speech at my personal site at <http://www.jackyan.com/stuff-speeches.shtml>.
Don't worry—when the publication of the book nears in the (northern) autumn, you can be sure we'll promote it! (We're allowed that bias, aren't we?)
And Stefan Engeseth's Detective Marketing (<http://www.detectivemarketing.com> and orders at <http://www.amazon.com/exec/obidos/ISBN=9163113899/lucireA/>) has been picked up over in Communist China. We said in a release, 'Swedish "business bible" spreads gospel to mainland China' and we're proud to say it's his JY&AC version that the Chinese have embraced, not the emailed version. Stefan scored a double whammy this week with the publication of one of his articles in Brandchannel (http://www.brandchannel.com) on Swedish retail chain ICA—but again, you can read his original thoughts here.
This quarter, our friend John Moore at Ourhouse has contributed a few words about his speciality, authenticity; we look at Simon Anholt's long-awaited book, Brand New Justice—surely early 2003's most important branding title. As the second quarter unfolds, you can be sure there'll be more at CAP Online. – Jack Yan, www.jackyan.com
[ F e a t u r e ]
Putting humanity into branding
Humanity has disappeared out of branding, writes John Moore, who introduces ways to get rid of the BS in favour of authenticity
<http://www.jyanet.com/cap/2003/0315fe0.shtml>
[ F e a t u r e ]
Brand USA
With criticism mounting over the USA, author Nick Wreden suggests ways to fix the nation’s brand
<http://www.jyanet.com/cap/2003/0401fe0.shtml>
Nick Wreden's book, Fusion Branding: How to Forge Your Brand for the Future: <http://www.amazon.com/exec/obidos/ISBN=0971744203/lucireA/>.
[ B o o k R e v i e w ]
Social justice through branding
Jack Yan reviews Simon Anholt’s Brand New Justice and finds there’s plenty of hope on using it to create a fairer global distribution of wealth
<http://www.jyanet.com/cap/2003/0317fe0.shtml>
Simon Anholt's Brand New Justice: the Upside of Global Branding: <http://www.amazon.com/exec/obidos/ISBN=0750656999/lucireA/>
[ 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.
[ O b s e r v a t i o n s ]
Is Yahoo! still a brand?
Analysing the brand alone, Yahoo! has lost its lovin’ feeling and is looking positively shaky, writes Jack Yan
<http://www.jyanet.com/cap/2003/0321ob0.shtml>
Related link: Atul Chitnis: 'What's wrong with Yahoo!?', <http://atulchitnis.net/diary/showentry/111>
[ F e a t u r e ]
The branding crystal ball
Jack Yan and Stefan Engeseth peer into their crystal ball and offer their predictions for 2003 brand trends, including CSR and the shift toward middle-class brands
<http://www.jyanet.com/cap/2003/0215fe0.shtml>
Stefan Engeseth's Detective Marketing: <http://www.amazon.com/exec/obidos/ISBN=9163113899/lucireA/>
[ 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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