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Strategic branding: Leveraging technology and design at Ernst & Young
Peter Burger, Supervising Associate, Ernst & Young
David Reyes-Guerra, Director, Brand Strategy and Management, Ernst & Young
How did Ernest & Young train and educated 25,000 new employees? The firm’s global marketing intranet, The Branding Zone, provides the online technology for business and marketing strategies, advertising campaigns, visual identity standards, design templates and architecture.
From Chaos to Constellation: Creating BetterBrand Alignment on the Web
Eliot Phillips, Partner, Lippincott Mercer
It's easy to establish an organizational presence on the Internet. It's quite another feat to make sure that presence is coherent, compelling, up-to-date, and easy to use.
A Tool for Managing Brand Assets
Chris Bedford, President, Karo Group
When an organization is in the midst of dramatic change in strategic direction and corporate culture, how can branding help? TELUS shares its success of a provincially owned “crown corporation” into a publicly traded company.
Web-based Collaboration for the Rest of Us
Paul Chen-Hsin Liu, Associate Professor, California State University, Los Angeles
Gladys Tsai, Industrial Designer, Sustine, Inc.
S. Gary Teng, Director of the Engineering Management Program, University of North Carolina at Charlotte
Through a Web-based collaboration system that uses VRML, HTML, and JavaScript, designers can create and modify designs in real time. Four international companies share their experiences.
The
E-commerce Blueprint: Creating Online Brand Experiences
Dave Norton, Vice President of Research, Yamamoto Moss
Lise Hansen, Director of Information Architecture, Yamamoto
Moss
What transforms an online interaction into an experience for the Web? An experiential Web site matches consumers' expectations as if they had created the experience themselves. And it should not only be easy to use; it should also engage and surprise its visitors.
Creating
and Managing Brand Experience on the Internet
Bernd Schmitt, Associate Professor, Columbia Business School
What differentiates successful Web sites from unsuccessful ones? Smart marketers know that it is a matter of understanding the online experience.
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