Branding in the digital age : a '2020' vision for brand management

The proliferation of digital media, together with increasingly mobile internet connectivity, has arguably been the most significant influence on brands and brand management in the first two decades of this millennium. An important development in academic research on branding and marketing in this time has been the widening spectrum of research methods, as well as topics – ranging from qualitative and experiential to highly technical and (big)data-based approaches. In many ways, this development reflects that modern-day branding is a multidisciplinary scientific artform. Successful branding needs more than marketers; it needs ethnographers, designers, and data-scientists alike to overcome challenges and firmly grasp the opportunities that the digital age brings. What guidance can we provide to them for successful branding in the digital age? Combining the findings from the five papers included in this Internet Research special section and insights from leading practitioners, we present brands with a clearer ('20/20') vision for successful branding from the year 2020 onwards. We do so in this editorial essay by identifying and elaborating on four crucial foci for branding that are intrinsically associated with a brand’s identity: transparency, responsibility, connectivity, and creativity

History repeats? : the rise of the new middle classes in the developing world

1. Although the ability to detect chemical cues is widespread in many organisms, it is surprising how little is known about the role of chemical communication in avian life histories. Nowadays, growing evidence suggests that birds can use olfaction in several contexts. However, we still do not know the role of bird olfaction in one of the most important determinants of survival, predator detection. 2. Blue tits, Cyanistes caeruleus L., were exposed to chemical cues of: (i) mustelid (predator), (ii) quail (odorous control); or (iii) water (odourless control) inside the nest-box where they were provisioning 8-day-old nestlings. 3. We show that blue tits were able to detect the chemical cues and showed antipredatory behaviours to cope with the risk of predation. Birds delayed their entry to the nest-box, and they perched on the hole of the nest-box and refused to enter more times when they found predator scent than control scents inside the nest-box. In addition, birds decreased the time spent inside the predator-scented nest-box when feeding nestlings. 4. The discovery of the ability of birds to use chemical cues of predators to accurately assess predation may help to understand many aspects of bird life histories that have been neglected until now.Peer reviewe

From the Shell-shocked Soldier to the Nervous Child: Psychoanalysis in the Aftermath of the First World War

This article investigates the development of child analysis in Britain between the wars, as the anxious child succeeded the shell-shocked soldier as a focus of psychoanalytic enquiry. Historians of psychoanalysis tend to regard the Second World War as a key moment in the discovery of the ‘war within’ the child, but it was in the aftermath of the First War that the warring psyche of the child was observed and elaborated. The personal experience of war and its aftermath, and the attention given to regression in the treatment of war neuroses, encouraged Melanie Klein, Anna Freud and others to turn their attention to children. At the same time, however, the impact of the First World War as a traumatic event, with inter-generational consequences, remained largely unaccounted for within psychoanalysis as Klein and others focused on the child's riven internal world

Factors Associated with Revision Surgery after Internal Fixation of Hip Fractures

Background: Femoral neck fractures are associated with high rates of revision surgery after management with internal fixation. Using data from the Fixation using Alternative Implants for the Treatment of Hip fractures (FAITH) trial evaluating methods of internal fixation in patients with femoral neck fractures, we investigated associations between baseline and surgical factors and the need for revision surgery to promote healing, relieve pain, treat infection or improve function over 24 months postsurgery. Additionally, we investigated factors associated with (1) hardware removal and (2) implant exchange from cancellous screws (CS) or sliding hip screw (SHS) to total hip arthroplasty, hemiarthroplasty, or another internal fixation device. Methods: We identified 15 potential factors a priori that may be associated with revision surgery, 7 with hardware removal, and 14 with implant exchange. We used multivariable Cox proportional hazards analyses in our investigation. Results: Factors associated with increased risk of revision surgery included: female sex, [hazard ratio (HR) 1.79, 95% confidence interval (CI) 1.25-2.50; P = 0.001], higher body mass index (fo

A clinical and radiological study of peroneal tendon pathology

he proportion of patients with clinical findings referable to peroneal pathology and magnetic resonance imaging (MRI)-diagnosed peroneal tendon pathology is unknown. Previous studies have correlated surgical findings with clinical data and preoperative MRI, but there are no published studies that reference clinical examination findings to imaging findings. PURPOSE: To determine the relationship between peroneal tendon pathology as diagnosed by MRI and clinical findings of peroneal tendon pathology. METHODS: Fifty-six patients who had both MRI evidence of peroneal tendon pathology and an associated clinical examination of the ankle were evaluated over a 3-year period at a tertiary care institution. Clinical examination criteria included lateral ankle tenderness, dislocation/snapping, and lateral ankle pain. A board-certified, fellowship-trained musculoskeletal radiologist confirmed the presence of MRI findings consistent with peroneal tendon pathology. RESULTS: Of the 56 patients with positive findings on MRI, 27 patients had an associated positive clinical exam and 29 patients had a negative clinical exam. The positive predictive value of MRI for peroneal tendon tears with positive clinical findings was 48% (95% confidence interval = 35% to 61%). CONCLUSION: Patients with MRI findings of peroneal tendon pathology should undergo careful clinical examination, as the positive predictive value of MRI for peroneal tendon pathology with actual clinical findings is low. This study demonstrates that peroneal tendon tears are often incidental findings on MRI