YellowPapers

Adopting a Professional Services Mindset

2009-06-05T14:24:26Z

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Professional services that brand and market well do so because they marry business and brand strategy, ensure both the quality of the client relationship and the quality of service, recognize the emotional and rational aspects of client decision-making, package and promote their intellectual capital as a prime differentiator, and commit to business development as a core process and strive to be excellent at it. These tenets are outlined in the paper and have application to any business or industry.

Health is the New Wealth

2009-04-06T19:56:28Z

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DDB conducted a global survey of physicians and consumers to determine behaviors and attitudes in one of the most critical and rapidly evolving industries today. The insights and analysis have broad implications and examine global health perspectives and differences, along with access to information, treatment, decision-making, and patient/physician relationships.

Building Brand Value and Influence in the Airline Industry

2009-02-06T22:10:30Z

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Building Brand Value and Influence in the Airline Industry. In a digital swarm era, the dialogue with customers is more important than ever.

This paper tackles an industry facing incredible challenges in almost every aspect of their business.

Introducing the Chief Community Officer

2009-01-07T19:33:40Z

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Introducing the Chief Community Officer: Marketing Has Changed. So Must Its Leadership

This paper from Chuck Brymer expands on concepts from the book The Nature of Marketing, specifically, Chapter 9 titled The Chief Community Officer: A New Agent for Your Brand.

Telecom Branding

2008-11-13T20:53:13Z

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Telecom Branding: Employing the TeleCompass in a Converged World

The telecom sector is one of the most rapidly evolving industries in the world. The convergence of mobile technologies, media and the internet is creating enormous possibilities for what one can do on a mobile phone. This paper looks at the category as a whole and introduces a tool that can help technology companies evaluate strategic alternatives to develop unique and powerful brands.

Brand Personality

2008-10-23T19:46:42Z

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Brand Personality: Communicating Character and Authenticity in a Digital World

The relationship between a brand and the consumer has never been more important. As individuals we tend to be attracted to confident, compelling and authentic personalities. In the transforming digital world, these traits help companies engage consumers, inspire their involvement, and develop the long-term relationships that drive sustained brand growth.

Capturing Opportunities

2008-10-13T19:43:16Z

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Capturing Opportunities in Challenging Times: Marketing and Advertising in a Recession

Marketing decisions made in a downturn have far-reaching impact on consumers, companies and brands for years to come. This paper explores the factors that most influence brand investment decisions and consumer purchase decisions in tough economic times. Every market brings challenges and opportunities but companies committed to managing their brands as long-term assets fair the best.

Digital Marketing

2008-09-13T19:35:26Z

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Digital Marketing’s New Rock Star: Marketers with a Taste for Life on the Edge will Love the New Generation of Mobile Phones

New third-generation (3G) mobile telephones put the internet in your hand while opening a new world of one-on-one communication tools for marketers. Despite their promise, there is a disparity between what is possible and what consumers find desirable. Learn from the sensible guidelines for mobile marketing in the areas of content, interaction and direct contact laid out in this paper.

Swarm Marketing

2008-04-13T19:31:40Z

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Swarm Marketing: Building Influential Brands with Conviction, Collaboration and Creativity

We live in a digital world where a small number of people – sometime even one person – can quickly become the voice of one hundred, one thousand, or one million or more. This work from DDB Worldwide CEO, Chuck Brymer, provides a unique perspective on how the connectivity and speed of digitally linked communities are replacing the rules of marketing. Chuck has since expanded this paper into a book titled, The Nature of Marketing: Marketing to the Swarm as well as the Herd.

Brand Narratives

2008-01-13T20:26:15Z

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Brand Narratives: Positioning in the Time of Media Fragmentation

The conventional approach to brand positioning has been challenged by innovative marketers. Brand positioning now needs to be a much more fluid, consumer-driven process that better reflects innovation in communications and a rapidly evolving marketplace. Consumer-driven ‘narratives’ align messages to engage smaller, more defined influencers who drive larger groups to be brand advocates.

Brand Consistency

2007-10-13T19:00:14Z

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Brand Consistency Redefined: Achieving Constancy of Purpose and the 70/30 Rule

Next to differentiation, consistency is one of the most important tenets of branding. This paper makes the case for redefining what we mean by brand consistency. It introduces the approach called Constancy of Purpose: an emerging brand strategy that capitalizes on the benefits of size and reach while encouraging flexibility. The benefits are ongoing brand relevance and differentiation without eroding long-term credibility or trust.

The Conflict between A&E

2007-06-25T18:50:15Z

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The Conflict between Accountability & Effectiveness: IPA Awards Case Studies Show which Metrics Really Matter

DDB research indicates that marketers who focus on ‘leading indicators’, like brand awareness and image, as a measure of business performance often enjoy considerably less business success than marketers who focus on ‘lagging indicators’, like market share, profitability or measures of consumer behavior. Focusing on a small number of leading indicators is good for accountability but it actually reduces effectiveness. Find out what metrics your brand should employ.

Unleash Emotions

2007-03-13T18:44:30Z

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Unleash Emotions for Business Growth: Emotionally Appealing Experiences can Resurrect Markets

More and more, science tells us emotion, not rational thought is the gatekeeper to consumer behavior. The most emotionally engaging experiences are the most effective communications. They tend to compel us to override that knee jerk attraction toward feature driven, rational communications. Marketers and agencies who commit resources and imagination to their brands will be in an enviable position.

Six Billion Monkeys

2006-06-15T15:16:19Z

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Six Billion Monkeys versus William Shakespeare

The quality of user generated content on the internet has been associated with the Infinite Monkey Theorem which states that given an infinite amount of time monkeys could eventually type out the collected works of William Shakespeare. However, the quality of user generated content will emerge more consistently as online social networks, driven by new revenue sharing models, provide unique platforms for collaborative creativity.

Unleash the Future

2006-06-01T14:24:20Z

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Unleash the Future: Chaos, Complexity and the End of Certainty

This paper discusses the decentralization and nature of corporate management from the perspective of self-organizing group behavior. Based on insights from chaos and complexity theory and Jung’s psychotherapy it is argued that (1) we’ve come to the end of planning & control, (2) self-organizing processes are essential and (3) the brand plays a key role in these processes.