‘Embedding the message: brand communications’

2
2011

In July last year, the European Commission awarded the contract to handle the second phase of their biodiversity campaign, “We Are All In This Together” to Mostra, a public relations agency that, according to Mostra’s Maria Van Hemeledonck-...

If business leaders were hoping that the start of 2011 would usher in a period of greater stability in the global environment, they were sorely disappointed. During the period covered by CARMA’s latest survey of media coverage of business leaders...

Interview by David Phillips

These interviews focus on communications professionals who are leading international careers, hence the title. But for this issue, ‘Border Crosser’ seems particularly apt, given your role as head of the...

Corporate social branding

These are interesting times for corporate branding. The new expectation shared by stakeholders of every description is that today’s corporate brand should be the end result of an integration of...

Daimler AG is one of the largest car and truck manufacturers in the world, producing cars and trucks under the brands of Mercedes-Benz, Maybach, Smart, Freightliner and many others. Given your position at Daimler, to what extent have...

Corporate branding typically involves the management of mental associations that organisational leaders want important audiences to hold about the organisation. Managing such mental associations, however, is becoming more complicated, given that...