- Brands – media platforms. A mapping tool.
- Holidays = discovery
- Brand “Latvia” and its role in Europe
- Brands as infrastructure
- Simon Anholt challenges Europe to redefine its brand purpose
- Notes from the conference. Rebranding Parex bank to Citadele.
- A Chinese Tour Guide’s View on European Economy
- Convenient Hong Kong
- Sell me this car while I’m renting it
- An Undeveloped Development Education in the Developed World
- A New Dimension to Marketing Bio-Farming
- Life is your stage. Perform.
- Winter Homework: Digital Country Marketing
- A Brand Value of an Individual Man
Written by ruearchimede. Posted on February 22, 2013.
There was a time when brands saw the role for their communications to be strictly controlled, one-way and reactive. Times have changed. Successful brands earn their reputation by being system and behavior designers, curators, publishers and developers. Brands are on the journey to become media platforms. Recently I was working on a brief assignment to [...]
Written by ruearchimede. Posted on September 5, 2012.
As the holiday period kicked-off in late June, Financial Times Fast Lane columnist Tyler Brule suggested (read the full article here) that it would be more useful for corporations to place their managers “into the small business wilderness and let them run their own enterprise for a month or two” as part of the [...]
Written by ruearchimede. Posted on April 25, 2012.
Few months ago I met with Latvian Institute and we talked about the value of brand, future options for the brand “Latvia” and its role in Europe. Here is a brief recap of our conversation.
Written by ruearchimede. Posted on November 13, 2011.
Havas Media have published their annual The Meaningful Brand Index (MBi) where one of their top featured findings says that most of the respondents would not care if 70% of the brands ceased overnight. I find it alarming. On a first glimpse and in the short run the response can be understandable. People may [...]
Written by ruearchimede. Posted on October 20, 2011.
Simon Anholt, Policy & Brand Advisor, was a keynote speaker at the European Public Communications conference in Brussels, 19-20 Oct 2011. His speech was provocative and trended a buzz. Simon Anholt challenged the EU of developing a brand by redefining its lost purpose. Also, pointed that government officials should think and act more like brand [...]
Written by ruearchimede. Posted on May 28, 2011.
Recently I was speaking at “Back in Focus” conference in Tallinn where I presented a case study of rebranding Parex bank to Citadele. (I wrote briefly on this back in August ‘10) Here is a top line summary of my presentation: Problem: Banks were a symbol of trust and credibility until Sep 15, 2008 when [...]
Written by ruearchimede. Posted on May 9, 2011.
Today, on Europe’s Day I was browsing through my recent New Yorker’s I had not time to read over previous weeks. Coincidentally, I stumbled on article “The Grand Tour” by Evan Osnos (edition on Apr 18, 2011). As a foreigner living in China, he joins an organised Chinese tour group on a trip to Europe. [...]
Written by ruearchimede. Posted on January 24, 2011.
I have recently returned from a short trip to Hong Kong. It’s a very special city to me. I have both – respect and thrill toward this Asian metropolis. I lived there and went to school. This was my second trip in many years since the graduation. Land in Hong Kong and you will not [...]
Written by ruearchimede. Posted on November 10, 2010.
Today I received a promotional email from a car rental company I used earlier this summer. The email did not earn my long attention. However, it reminded me of a thought that has been popping up my mind every time I rent a car. My question is: “Is there a way to re-design a car [...]
Written by ruearchimede. Posted on November 9, 2010.
The closing scene of The Social Network movie captures an importance of a brand’s perception and how communication impacts it. Mark Zuckerberg in the interview to The New Yorker have said that he is not planning to see the movie and responded, “I know the real story.” So, let’s assume the movie is a fiction. [...]