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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>.
[ F r o m J Y & A C o n s u l t i n g ]
Most of the last six months, for me, have been made up of Webby Award campaigning (our sister publication Lucire was nominated) and preparing for the 2003 Medinge Group meeting in Sweden. Some of you may recall that last year, Medinge resulted in our writing of the book Beyond Branding, released at the end of October by Kogan Page of London. This year, Medinge announced its 'top brands with a conscience', which you can find both at <http://www.jyanet.com/1110pr0.htm> and <http://www.medinge.org>.
It's important that branding becomes more human and I'm proud that the Medinge Group is leading the charge.
On the same note, do check out Beyond Branding's web site, which includes a blog maintained by John Moore of Ourhouse (http://www.roundourhouse.com) and which I designed. There are more perspectives there and John's always willing to hear additional thoughts.
With all this, it's fitting that we make this issue of CAP a Beyond Branding special. To that end, you can not only read the articles online and download some PDFs, but you can get the entire issue of CAP Print for winter 2003–4 at <http://www.jyanet.com/cap/2003/1121fe0.shtml>. I hope it'll make interesting reading and I wish all our readers happy holidays. – 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, there is 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.
The URL is <http://groups.yahoo.com/group/brandhut> and to join, email brandhut-subscribe@yahoogroups.com.
[ F e a t u r e ]
Branding and the international community
Nation branding could promote a sense of the international community and prevent countries from following a course of realpolitik at the expense of global harmony. Jack Yan examines the branding of foreign policy
<http://www.jyanet.com/cap/2003/1114fe0.shtml> HTML edition
<http://www.jyanet.com/cap/2003/1114fe0.pdf> PDF edition
[ B o o k R e v i e w ]
Beyond Branding: a call to action
Showing how humanity can be put back into branding is the internationally authored Beyond Branding: How the New Values of Transparency and Integrity Are Changing the World of Brands
<http://www.jyanet.com/cap/2003/1115fe0.shtml> HTML edition
<http://www.jyanet.com/cap/2003/1115fe0.pdf> PDF edition
<http://www.amazon.co.uk/exec/obidos/ASIN/0749441151/lucire05/> Beyond Branding link at Amazon.co.uk
[ O b s e r v a t i o n s ]
Well Beyond Branding
Beyond Branding is more than a book: it is a real call for change in the way business is conducted. That change does not start with branding departments, but with you as an individual, says Malcolm Allan
<http://www.jyanet.com/cap/2003/1120fe0.shtml> HTML edition
<http://www.jyanet.com/cap/2003/1120fe0.pdf> PDF edition
[ F e a t u r e ]
Marcom strategies for today's uncertain economy
Companies can’t operate as though a gold mine existed in the budget. Jon Boroshok investigates strategies for marketing communications and PR in the uncertain economy and gives tips on how to select the best shop
<http://www.jyanet.com/cap/2003/0804fe0.shtml>
[ F e a t u r e ]
Guerrilla viral marketing
Jay Conrad Levinson looks at how viral marketing can take a company to its “tipping point” for success
<http://www.jyanet.com/cap/2003/1119fe0.shtml>
[ F e a t u r e ]
CAP Print, winter 2003–4
Download the entire print version of CAP as a PDF and get access to Simon Anholt's 'Why Brands Count', extracted from his seminal Brand New Justice: the Upside of Global Branding.
<http://www.jyanet.com/cap/2003/1121fe0.shtml>
<http://www.amazon.com/exec/obidos/ISBN=0750656999/lucireA/> Purchase Brand New Justice from Amazon.com
<http://www.amazon.co.uk/exec/obidos/ISBN=0750656999/lucire05/> Purchase Brand New Justice from Amazon.co.uk
[ 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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