The Four Ps of Marketing: A Road Map to Greater Visibility for Community Foundations

Outlines a marketing model based on personal contacts, professional advisors, partnerships, and public awareness to raise a community foundation's profile and attract donors. Includes checklists, examples, and guidance on choosing advisors and partners

Encouraging Sustainable Urban Access: An Exploratory Student Approach to Design of Product Service Systems

Urban access is a key trans-disciplinary design axiom looking to ensure that every member of the society can reach those locations and resources one needs for a sustainable standard of living and productivity. This should be achieved in a way that does not deprive others from their right to access the same urban environment. Crafting the future of urban transportation design is a dynamic process that depends on developing a thorough understanding of the complexity of the human needs that associate with delivering ways to support urban access and, in particular, more sustainable and socially inclusive mobility patterns. New market demands and customer expectations force public and private organisations to expand their commitment to cross-border collaborations to provide attractive alternative transport modes. This paper discusses the challenge of utilizing design innovation as a tool for eco-branding and how an exploratory approach to this has been used in a post-graduate course in Visual Brand Identity and Product Design. Seven research teams, closely guided by the authors, were affiliated with designing an innovative hypothetical bike-sharing scheme for the city of Gothenburg, Sweden, with the potential to captivate road users’ acceptability. An overall description of the project concept and a brief summary of the results produced are presented herein. More specifically, this paper concentrates solely on one of the most innovative projects delivered within the course and discusses how the students adopted the challenge, as well as the actual project outcome and its contribution to the overall learning experience

A multi-layered approach to surfacing and analysing organisational narratives : increasing representational authenticity

This paper presents an integrated, multi-layered approach to narrative inquiry, elucidating the evolving story of organisational culture through its members and their physical, textual, linguistic and visual dialogue. A dynamic joint venture scenario within the UK hi-technology sector was explored to advance understanding of the impact of transformation level change, specifically its influence on shared belief systems, values and behavioural norms. STRIKE – STructured Interpretation of the Knowledge Environment is introduced as an innovative technique to support narrative inquiry, providing a structured, unobtrusive framework to observe, record, evaluate and articulate the organisational setting. A manifestation of narrative in physical dialogue is illuminated from which the underlying emotional narrative can be surfaced. Focus groups were conducted alongside STRIKE to acquire a first order retrospective and contemporaneous narrative of culture and enable cross-method triangulation. Attention was given to non-verbal signals such as Chronemic, Paralinguistic, Kinesic and Proxemic communication and participants were also afforded opportunities to develop creative output in order to optimise engagement. Photography was employed to enrich STRIKE observation and document focus group output, affording high evidential value whilst providing a frame of reference for reflection. These tools enable a multiplicity of perspectives on narrative as part of methological bricolage. Rich, nuanced and multi-textured understanding is developed, as well as the identification of connections, timbre and subjugated knowledge. A highly emotional and nostalgic context was established with actors’ sense of self strongly aligned with the pre-joint venture organisation and its brand values, norms and expectations. Credibility and authenticity of findings is enhanced through data triangulation indicating traceability across methods, and from the contextual preservation attained through STRIKE. The multi-layered approach presented can facilitate researcher reflexivity and sense-making, while for the audience, it may be employed to help communicate and connect research findings. In particular, STRIKE demonstrates utility, quality and efficacy as a design artefact following ex-post evaluation. This systematic method of narrative inquiry is suitable for standardisation and alongside a diagnostic/prescriptive capacity, affords both researcher and practictioner value in its application

Do UK universities communicate their brands effectively through their websites?

This paper attempts to explore the effectiveness of UK universities’ websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the university context, however. It is argued that those institutions that have a strong distinctive image will be in a better position to face a changing future. Employing a multistage methodology, the web pages of twenty UK universities were investigated by using a combination of content and multivariable analysis. Results indicated ‘traditional values’ such as teaching and research were often well communicated in terms of online brand but ‘emotional values’ like social responsibility and the universities’ environments were less consistently communicated, despite their increased topicality. It is therefore suggested that emotional values may offer a basis for possible future online differentiation

Sense and symbolic objects: Strategic sensemaking through design

This paper reports on an ongoing investigation into one aspect of the design thinking phenomenon, namely the use of designed artifacts — sketches, renderings, graphics, models and prototypes — as symbolic objects in strategy making and implementation. It examines the conceptual overlap between design and the strategic cognition perspective, which considers cognitive processes and structures involved in strategic decision making, particularly the phenomenon of sensemaking. It is primarily a theoretical exploration, but draws on two short testimonies from designers. The specific conceptual connection between design practice and strategic cognition theory is potentially valuable to business leaders and managers involved with innovation, design management and strategic decisions. Preliminary findings suggest sensemaking activities by designers generate innovative future concepts with far-reaching strategic implications; designed artifacts aid sensemaking and sensegiving by management in exploring new business opportunities and directions. This paper is an early draft of a fuller account to be published in 2013 (AIEDAM Special Issue, Spring 2013, Vol.27, No.2, Studying and Supporting Design Communication, Edited by: Maaike Kleinsmann & Anja Maier)

Identifying the unique characteristics of independent fashion retailers in Scotland by utilising Porter’s generic competitive strategy model and the marketing mix

Independent retailers in the fashion sector make a substantial contribution to the UK economy at the time of significant change on the high street due to financial pressures and the growth of online trade. They provide an element of creativity and innovation to a homogenous retail landscape. The independent fashion retailer creates a destination and individual identity by presenting a unique offering and differentiated experience. Whilst independent retailers are important to the future of our high street, research is limited, particularly in the area of fashion independents. Therefore this research examines and identifies the unique characteristics of independent fashion retailers within Scotland. The research adopts a case study approach, qualitative methods of data collection in order to fulfil the aim and objectives of the study. Porter’s Generic Competitive Strategies and the marketing mix were utilised as a means of drawing out the individual aspects and unique characteristics of the independent fashion retailer.Los minoristas independientes en el sector de la moda hacen una contribución sustancial a la economía del Reino Unido en el momento de un cambio significativo debido a las presiones financieras y el crecimiento del comercio en línea. Proporcionan un elemento de creatividad e innovación a un paisaje minorista homogéneo. El distribuidor independiente de moda crea un destino y una identidad individual al presentar una oferta única y una experiencia diferenciada. Mientras que los minoristas independientes son importantes para el futuro, la investigación es limitada, sobre todo en el área de empresas independientes de la moda. Por lo tanto, esta investigación examina e identifica las características únicas de los minoristas independientes de moda en Escocia. La investigación adopta un enfoque de estudio de caso, métodos cualitativos de recolección de datos con el fin de cumplir con los objetivos del estudio. Las Estrategias Competitivas Generales de Porter y la mezcla de mercadeo se utilizaron como un medio de extraer los aspectos individuales y las características únicas del minorista de moda independiente

Corporate social responsibility and corporate foundations in building responsible brands

This article analyzes corporate brand management in companies that enforce a policy of corporate social responsibility (CSR) while also operating a corporate foundation that shares the same company name and brand. The study aimed to (1) define and analyze the presence of the corporate foundation and assess the alignment between brand and foundation in the context of corporate brand identity; and to (2) investigate brand manager perspectives on how corporate foundations promote the social dimensions of the brand and of a company’s corporate identity and culture. The corporate identity of 18 multinational companies and their corresponding foundations was investigated, and 8 prominent brand managers were interviewed

Investigating the Effect of the Relationship between Brand Visual Identities, Focus on Employees and Customers and Brand Personality on Organizational Commitment

Corporate brand identity is a key issue for any organization. Accordingly, its study is a profitable field of research. As a result, companies should pay special attention to brand identity management because it affects employees' commitment to the organization, their job satisfaction, and brand performance. The present study aimed to investigate the role of organizational commitment in the relationship between organizational brand identity, brand performance and job satisfaction of Shahr Bank employees. The present research is applied in terms of purpose and descriptive-correlational in terms of data collection. The statistical population of the study was the employees of Shahr Bank which was estimated to be 120 samples through Morgan table, and then the data were collected using cluster sampling method. A questionnaire was used to collect information, which was distributed among the sample after confirming its validity and reliability (Cronbach's alpha coefficient of 0.94%). Finally, after collecting data, the data were analyzed using structural equations (Smart PLS). To analyze the research data, two methods of descriptive statistics and inferential statistics have been used. The results show that brand identity has a positive effect on employee commitment, as well as sub-hypotheses of positive effect of focus on customer and employee, brand personality and having consistent relationships on the formation of brand identity were confirmed. Also positive effect of brand visual identity and human resource planning on the formation of brand identity was not confirmed according to the results. Finally, the hypotheses of a positive effect of employee commitment on brand performance and employee job satisfaction were confirmed

The Cosmological Liveliness of Terril Calder\u27s The Lodge: Animating Our Relations and Unsettling Our Cinematic Spaces

I first saw Métis artist Terril Calder\u27s 2014 stop-frame feature, The Lodge, an independently made, relatively small- budget film, at its premiere at the ImagineNative Film + Media Arts festival, held annually in Toronto, Canada. The feature-length animation played to a full house at the Light-box Theater downtown. Many were there to attend the five-day festival, which is dedicated to Indigenous media made by and for Indigenous people. Others were there because as members of Toronto\u27s general public they wanted to catch a movie during a night out in the city. Since then The Lodge has shown at various other independent venues. It isn\u27t what you might think of as commercial fare. Its audiences are not huge. However, for those who do view The Lodge, the film presents a creative space to rethink our sense of boundaries in a number of ways: boundaries between human/nonhuman, white/Indigenous, male/female, spectator/film-object. In this essay, I argue that the film is thus an invitation to question the naturalness of hegemonic identity assumptions that demarcate such boundaries. I interviewed Calder (via Skype and subsequent email correspondence) soon after I saw the film, and I situate a close textual analysis of the film within the context of her intent and the burgeoning scholarly dialogue between Indigenous studies and ecocritical studies. The scholarly dialogue, as Joni Adamson and I write in the introduction to our recent anthology, Ecocriticism and Indigenous Studies: Conversations from Earth to Cosmos (2016), argues for clear sighted understandings of multi-faceted human/more-than-human relationships that exist outside of binaries imposed by Western notions of progress . Similarly, Steven Loft, coeditor of Coded Territories: Tracing Indigenous Pathways in New Media Art, writes of an Indigenous media cosmology that is replete with life and spirit, inclusive of beings, thought, prophecy, and the underlying connectedness of all things and that is not predicated on Western foundations of thought (xvi). Calder extends such Indigenous worldviews of connectedness to cinema and animation in particular

A Cultural Tourism Strategy: Enriching Culture and Building Tourism in Buffalo Niagara

Their continued dedication to the region\u27s cultural, arts and heritage organizations and the development of cultural tourism has been, and will continue to be, essential to attaining the vision of “A Cultural Tourism Strategy”. The cultural tourism mission is to strengthen cultural, artistic and heritage organizations; expand individual opportunities for creativity and interpretation; help our regional economy grow; enhance the quality of life in our communities; advance the image and identity of the region; and build the region\u27s reputation as a world-class tourism destination. These benefits reinforce one another and can be achieved together