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MARKET #52 - Brand Strategy


MARKET
tager pulsen på danske
brands


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Af Maria Præst | Publiceret 07.06.2011
I den perfekte verden tager en virksomhed udgangspunkt i brandets værdier i alt, hvad den siger og gør. Men hvordan skaber man den nødvendige sammenhæng? MARKET’s seneste undersøgelse viser, at kun 13% har en omfangsrig brandmanual, som bliver fulgt til punkt og prikke. Størstedelen har retningslinjer inden for nogle områder af brandet, men langt fra alle. MARKET har bedt tre marketeers om at fortælle, hvordan de udlever virksomhedens brand i hverdagen.

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3 skarpe til 3 skarpe marketeers

De tre marketeers har alle deltaget i denne måneds MARKET Poll om brandstrategi på marketcommunity.dk

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Branding blog:
Bjarke Stemann, Kreativ Direktør, Manipulation

DM, CRM & loyalitet blog:
Allan Pontoppidan, Kommunikationsmedarbejder, Aros Kommunikation

DM, CRM & loyalitet blog:
Lasse Christensen, CEO, Increase A/S

Digital & media blog:
Brynhild Riedel vInskei, Chief Marketing Officer, Xstream AS

DM, CRM & loyalitet blog:
Tomas Kruse, Online Koordinator, Klasselotteriet

DM, CRM & loyalitet blog:
Finn Harreby Jepsen, Partner, TURNER & KO
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When BIG Data meets good designWhen BIG Data meets good design
Nille Juul-Sørensen, the CEO of Danish Design Centre, explain how we can empower out cities and citizens by using Big Data. All it takes is openness - and good design. Agenda 1. Empower the residents Nille Juul-Sørensen points to San Francisco's 'Crime spoting' program and to Boston's Citizens Connect app, which alert the city to neighborhood issues such as potholes, damages signs, and graffiti. 2. Empowering by gaming Users on the Internet can help sceince solve how proteins work in the human body by playing the computer game Foldit. A new simple way to help science. 3. Empowering yourself Mobile technology and sensors are creating new ways to inexpensively and continuously monitor your health. The orginazation Everyheartbeat.org will allow anyone to start recording their own heartbeat using their Smartphone. Nille Juul-Sørensen is educated from the School of Architecture at the Royal Danish Academy of Fine Arts. After his graduation in 1985, he worked for various smaller architectural practics and the City of Copenhagen where he was involved in the planning of Ørestaden, before joining KHR Arkitekter in 1995 where he became a partner. In 2004 he left KHR Arkitekteter to work for Arups's design office, where he was employed until 2011 - when he became director of Danish Design Centre.