Thought Leadership Essays
ITL #536 Strategies for brand dominance: how to achieve enduring success
By: Varghese M Thomas 07/08/2023
Brands must stay on top of Communications trends and use a variety of PR techniques to sharpen their competitive edge. By Varghese M Thomas.
Authors
- Aaron E. Boles
- Abigail Levene
- Aco Momcilovic
- Adam Harper
- Adam Rubins
- Advita Patel
- Aedhmar Hynes
- Agustín de Uribe-Salazar
- Akemi Ichise
- Alain Grossbard
- Alain Modoux
- Alan Lane
- Alan Tyrrell
- Alasdair Townsend
- Alberto Melida
- Alejandro Butler
- Alexander Christov, PhD
- Alex He
- Alia Papageorgiou
- Alice Thomas
- Alison Jefferis
- Alistair McLeish
- Alistair Nicholas
- Alistair Peck
- Allan Biggar
- Allison Slotnick
- Amanda Coleman
- Amanda Glasgow
- Aman Gupta
- Amit Misra
- Amybel Sánchez de Walther
- Amy Shanler
- Amy Thurlow
- Amy Wahome
- Ana Adi
- Anders Monrad Rendtorff
- Andrea Anders
- Andrea Cornelli
- Andrea Gissdal
- Andrea Neumann
- Andreas Hammer
- Andres Wittermann
- Andrew Adie
- Andrew Ager
- Andrew Graham
- Andrew Grant
- Andrew Greenlees
- Andrew Griffin
- Andrew Mackay
- Andrew Mckenzie
- Andrew Sedger
- Andy Green
- Andy Philpott
- Andy Rowlands
- Angela Jeffrey
- Angela Scaffidi
- Angele Giuliano
- Angeles Moreno
- Angélica Consiglio
- Aniisu K Verghese Ph.D.
- Anja D’Hondt
- Anja Feuerabend
- Anna Krajewska
- Anna Ruth Williams
- Anne Bahr
- Anne Bleeker
- Anne Costello
- Anne Dorte Bach
- Annie Mutamba
- Ann Marie Gothard
- Ann Whyte
- Anthony D’Angelo
- Antonio Rodrigo Sanmartín
- Anton Nebbe
- Archana Jain
- Armand Maris
- Armin Huttenlocher
- Arnaud Pochebonne
- Arthur E.F. Wiese, Jr.
- Arunava Khan
- Arwa Husain
- Ashford Pritchard
- Ashwani Singla
- Astrid von Rudloff
- Athena Wang
- Ava Lawler
- Barbara Crowther
- Barbrha Ibáñez
- Bart de Vries
- Ben Finzel
- Benjamin Haslem
- Ben Maynard
- Ben Petter
- Ben Petter
- Ben Rachel
- Beth Garcia
- Bidemi Zakariyau
- Bill Cowen
- Bill Margaritis
- Bill Royce
- Binda Rai
- Blair Peberdy
- Bob Grove
- Bob Pickard
- Borja Iglesias
- Bosco Marti
- Brendan Bracken
- Brendon Craigie
- Brian Moriarty
- Bridget Marcou
- Bronwen Andrews
- Bruce Berger
- Bruce Coppa
- Bryan Harris
- Bryan H. Reber
- Burghardt Tenderich
- Burton St. John III
- Camilla Flatt
- Camilla Lercke
- Candice Teo
- Carbo Yu
- Carlo Ennio Stasi
- Carlos A. Mazalán
- Carol Borchert
- Carol Levine
- Carolyn Tieger
- Catherine Arrow
- Cem Ýlhan
- Ceyda Aydede
- Charlotte Chunawala
- Charlotte West
- Cheryl Krauss
- Cheryl Moore
- Chris Atkins
- Chris Bailey
- Chris Dobson
- Chris Genasi
- Christal P. McIntosh
- Christiaan Prins
- Christian Krpoun
- Christina Forsgård
- Christine L Ammunson
- Christof Ehrhart
- Christophe Ginisty
- Christopher Storck Ph.D
- Christoph Schwartz
- Ciro Dias Reis
- Claire Spencer
- Claire Walker
- Claudia Gioia
- Claudia Macdonald
- Claudia Pritchitt
- Claudia Wittwer
- Claudine Moore
- C Lekha
- Colette Ballou
- Colin Shevills
- Courteney Jung
- Crispin Manners
- Daisy Pack, HUNTER
- Dale Fishburn
- Dale Lovell
- Damien Ryan and Lauren Goble
- Damon Hunt
- Daniel Kent
- Daniel Rolle
- Daniel Silberhorn
- Daniel Tisch
- Daniel Verpeaux
- Danijel Koletić
- Danny Cox
- Dan Perlet
- Daphne Liew
- Dave Heinsch
- Dave Robinson
- David Alexander
- David Amerland
- David Brain
- David Croasdale
- David Eisenstadt
- David Fine
- David Fraser
- David Huerta
- David Ketchum
- David Landis
- David Lian
- David Liu
- David Remund
- David Zucker
- Dean Kruckeberg
- Debbie Hindle
- Deb Camden
- Deborah Charnes Vallejo
- Deborah Gray
- Deepa Dey
- Deeped Niclas Strandh
- Deepshikha Dharmaraj
- Dejan Verčič and Ansgar Zerfass
- Delia Sieff
- Delphine Jouenne
- Dennis de Cala
- Dennis Landsbert-Noon
- Derrick Pieters
- Dessislava Boshnakova
- Diana Verde Nieto
- Dian Wahlen
- Didier Lagae
- Dilip Cherian
- Dimitri Schildmeijer
- Dionne Clemons
- Djohansyah Saleh
- Dorle Riechert
- Dr. Clāra Ly-Le
- Dr. Dean Kruckeberg
- Dr. Joseph A. Brennan
- Dr. Sabine Einwiller
- Dr Sabine Hückmann
- Dr. Simeon Mellalieu
- Duygu Cavdar
- Eike Alexander Kraft
- Eirik Øiestad
- Elaine Cameron
- Elaine Cruikshanks
- Elena Baikaltseva
- Elena Fadeeva
- Eleonora Leone
- Elina Melgin
- Elisabeth Hilsdorf
- Eliza Hazlerigg
- Ellen Gunning
- Ellen Lubell
- [email protected]
- Ellen Raphael
- Emily Teitelbaum
- Emma Dale
- Emma Dale
- Emma Johnson
- Emma Kane
- Emma Kelly
- Emmanuel Goedseels
- Emma Richards
- Eric Dragt
- Erika Pope
- Erik Jonnaert
- Ernst Primosch
- Esmé Gibbins
- Esther Cobbah
- Eszter Szabo
- Etsuko Tsugihara
- Evadney Campbell
- Eva Sogbanmu
- Eva Torra
- Evelyn John Holtzhausen
- Faith Senam Ocloo
- Farzana Baduel
- Firas Sleem
- Flavia Bonfá
- Founder & CEO, SlicedBrand
- Francesca Concina
- Franco Giacomozzi
- Francois Baird
- Frank G. Kurzhals
- Frank Ovaitt
- Fraser Hardie
- Gabrielle Gambrell
- Gail Cohen
- Gail S. Thornton
- Garry Lockwood
- Gary Wells
- Gavin Haycock
- Gene Marbach
- Genevieve Hilton
- George Affleck
- George Allen
- George Flessas
- George Noon
- Georgios Kotsolios
- Georg Lahme
- Gerd Götz
- Gergana Vassileva
- Gerry Griffin
- Gerry McCusker
- Giles Fraser
- Gillian Findlay
- Girish Balachandran
- Giselle Bodie
- Glenn Schloss
- Gordana Bekčić Pješčić
- Gordon Coulter
- Graeme Domm
- Graham Goodkind
- Graham Goodkind
- Greg Haas
- Gregory Cole
- Greg Wright
- Guðjón Heiðar
- Guðjón H Pálsson
- Guillaume Herbette
- Gustavo Averbuj
- Guy Esnouf
- Guy Versailles
- Guy Walsingham
- Hannah Patel
- Hansch van der Velden
- Harald Bråthen
- Haroon Sugich
- Harriet Mouchly-Weiss
- Heath Applebaum
- Heather Astbury
- Heather Chambers Knox
- Heather Kernahan
- Heikki Sal-Saller
- Hélène V. Gagnon
- Hemant Batra
- Hil Berg
- https://www.ipra.org/dashboard/my_cms/itle/add/
- Hubert Wisse
- Iain Burns
- Ian Rumsby
- Ilissa Miller
- Illka Gobius
- Ina Nikolova
- Indira Abidin
- Inge Wallage
- Ingmar de Gooijer
- Inna Alexeeva
- Ivan Jaksic
- Jacek Jakubczyk
- Jackie Cooper
- Jack Pearce
- Jacqueline Purcell
- Jacquie L’Etang
- Jaideep Shergill
- James Crawford
- James Duffy
- James Lakie
- James Lukaszewski
- James Lynch
- James McQueeny
- James Savage
- James Thellusson
- James Weeks
- Jamie X Oliver
- Jane Hammond
- Jane Stabler
- Janet Kabue-Kimani
- Janine Allen
- Jean-Michel Dumont
- Jean-Pierre Beaudoin
- Jeff Chertack
- Jeff Risley
- Jennifer Hardie
- Jennifer Hawkins
- Jennifer Janson
- Jennifer Leppington-Clark
- Jenni Field
- Jenny Hoefliger
- Jens D. Mueller
- Jeremy Galbraith
- Jeremy Galbraith
- Jessica Adelman
- Jessica Van Onselen
- Jill Dosik
- Jim Donaldson
- Jim Kerr
- Jim Surguy
- Jim Walsh
- Joachim Klewes
- Joanna Oosthuizen
- Joanne Kennedy
- Jo Crawshaw
- Jodi Olson
- Joe Cohen
- Joerg Mueller-Duenow.
- Johan Melchior
- Johanna McDowell
- John Bailey
- John Foster
- John Gilfeather
- John Maroon
- John McLaren
- John Orme
- John Russell
- John Seng
- Jonas Jonell
- jonathan Hemus
- Jonathan Hemus
- Jonathan Sanchez
- Jonathan Shillington
- Jonathan Simnett
- Jonathan Smith
- Jonathan Wilson
- Jon Meakin
- Jonne Ceserani
- Jon van Dongen
- Jorge Acosta
- Jörg Pfannenberg
- José L. Ibarra
- Joshua Van Raalte
- Joshua Van Raalte,
- Joy Scott
- Juan-Carlos Molleda
- Juan-Carlos Molleda
- Juan F. Lezama
- Judith Hamblyn
- Judith Moore
- Judith von Gordon
- Julia Cartwright
- Julia Harrison
- Julia Hobsbawm
- Julia Stonogina
- Julia Willoughby
- Julie Atherton
- Julie Exner
- Julie Gaye
- Jutta Lorberg
- Kaija Langenskiöld
- Kara Alaimo Ph.D
- Karena Crerar
- Karen Reina
- Karin Lohitnavy
- Karl G. Rickhamre
- Kate Alexander
- Kate Dobrucki
- Kate Hartley
- Kathy Guillermo
- Kathy Tunheim
- Katie Delahaye Paine
- Katie Spreadbury
- Katrina Nevin-Ridley
- Katy Howell
- Kavita Rao
- Kazuko Kotaki
- Keisuke Maeda
- Keith Hunt
- Kelley Murray Skoloda
- Ken Hong
- Ken Jacobs, PCC, CPC
- Ken Mandelkern
- Kerrie Finch
- Kerry Sheehan
- Kevin Dorrian
- Kev O’Sullivan
- Khamisi McKenzie
- kimberley Goode
- Kimberly Cohen
- Kim Blanchette
- Kim Kyong-Hae
- Kimon Antypas
- Kiri Sinclair
- Kirk Hazlett
- Koenraad van Hasselt
- Korinna Penndorf
- Kristian Eiberg
- Kristiina Tolvanen
- Kristina Blissett
- Kristy Nicholas
- Krystyna Cap
- Kumi Sato
- Lak Siriwardene
- Lars-Ola Nordqvist
- Laura Evans Manatos
- Laura Hawksworth
- Laura Hindley
- Laura Romain
- Laura Schoen
- Laurence Lee
- Lee Nugent
- Leif Geiger
- Lena Soh-Ng
- Leo Rayman
- Lerato Malimabe
- Leslie Gottlieb
- Libby Howard
- Li Hong
- Lisa George
- Lisa Kimmel
- Lis Anderson
- Lisa Vallee-Smith
- Liz Kamaruddin
- Louise O’Brien
- Louise Roberts
- Louise Robertshaw
- Loula Zaklama
- Lucas Bernays
- Luciano Luffarelli
- Luc Missinne
- Lucy Siegel
- Luis Avellaneda Ulloa
- Lukasz Wilczynski
- Lutz Meyer
- Lydia Buchtmann
- Lydia Lee
- Lydia Lei Lee
- Lyle Closs
- Lynette Jackson
- Malcolm McDonald
- Malcolm Padley
- Marci Kaminsky
- Marcus Brewster
- Marek Beneš
- Margaret Key
- Maria Gergova
- Mariana Sanz
- Marianne Eisenmann
- Marian Salzman
- Marian Salzman
- Maria Rivas-McMillan
- Maria Speridakos
- Maril MacDonald
- Marina Bolanča
- Mario Ambrosi
- Marjie Hadad
- Mark Crompton
- Mark Giles
- Mark Hass
- Mark Herford
- Mark Hunter LaVigne
- Mark Nardone
- Mark Sheehan
- Mark Stephenson
- Mark Tungate
- Markus Berger
- Martina Doherty
- Martin Bostock
- Martin Nunn
- Martin Waxman
- Mary Poliakov
- Mary Poliakova
- Masahiro Makiguchi
- Matthew Jervois
- Matthew Moth
- Matt Juniper
- Matt Kucharski
- Matt McKenna
- Matt Peacock
- Matt Thomas
- Maureen Kline
- Md Abdul Quayyum
- Melanie King
- Melissa Arulappan
- Melody Haller
- Mercedes Córdova
- Meredith L. Eaton
- Michaela Paudler-Debus
- Michael Fineman
- Michael Goodman
- Michael Morley
- Michael Tobias
- Michael T. Schröder
- Michele Kling
- Michelle Hampton
- Michelle Mekky
- Michelle Robertson
- Mike Bruhn
- Mike Copland
- Mike Lemon
- Mike Regester
- Mina Jasarevic
- Misako Ohira
- Mitchell Prather
- Mohammed Abed Said El-Astal
- Mohammed A. S. El-Astal (Dr)
- Mohammed El Batta
- Monica Björklund Aksnes
- Monique Hendriks
- Morgan McLintic
- Mylinh Lee Cheung
- Nancy Bacher Long
- Nancy Glick
- Nanne Bos
- Narda Shirley
- Natalie Maule
- Natalie Mina
- Nataliya Popovych
- Natasha Koifman
- Neeraj Jha
- Neha Jain
- Neil Bayley
- Neil Green
- Nicholas Barnett
- Nicholas Karides
- Nick Braund
- Nick Colwill
- Nick Cowling
- Nick Rabin
- Nick Seymour
- Nick Sharples
- Nicky James
- Nicole Capper
- Nicole Gorfer
- Nicole Reaney
- Nidal Abou Zaki
- Nidal Abou Zaki
- Nigel Heneghan
- Nigel Kennedy
- Nigel Muir
- Nikhil Dey
- Nikos Drandakis
- Nils Haupt
- Nitin Mantri
- Nomalungelo Faku
- Norty Cohen
- Núria Vilanova
- Olav Ljosne
- Olga Podoinitsyna
- Ong Hock Chuan
- Ovidia Lim-Rajaram
- Øyvind Ihlen
- Patricia Clough
- Patricia Obozuwa
- Patrik Schober
- Paul Anthony Larmon
- Paula Pedene
- Paul Mylrea
- Paulo Andreoli
- Paul Seaman
- Paul Taaffe
- Paul Wilkinson
- Pavel Melnikov
- Pazanne Le Cour Grandmaison
- Peggy Simcic Brønn
- Pelin Kocaalp
- Pender M. McCarter
- Penny Burgess
- Penny Power
- Percy Dubash
- Perry Yeatman
- Peter Bradley
- Peter Goll
- Peter Hehir
- Peter Heydenrych
- Peter Månsson
- Peter Mutie
- Peter Parussini
- Peter Sherwin
- Peter Spurway,
- Peter Walker
- Peter Walshe
- Phil Borge-Slavnich
- Phil Carpenter
- Phil Hampton
- Philip Dewhurst
- Philippe Borremans
- Philip Sheppard
- Phil Lobel
- Pia Desai
- Pia Desai Pasricha
- Piers Finzel
- Piers Schreiber
- Piotr Czarnowski
- Polka Yu
- Prema Sagar
- Rachana Panda
- Rachel Bell
- Radhika Shapoorjee
- Rafiat Gawat
- Rahaf Badaro
- Rainer Westermann
- Rakhee Lalvani
- Ralf Leinemann
- Ralf Weber
- Ramya Sahasranaman
- Rania Azab
- Raoul Shah
- Raphaël Mazet
- Rašeljka Maras Juričić
- Rašeljka Maras Jurièiæ
- Rashmi Soni
- Raymond Frenken
- Rebecca Wilson
- Rebecka Blomberg
- Reema Sarin
- Regine le Roux
- Reid Walker
- Rémy Debrant
- Renata Cosby
- Ren Bowman
- Renu Snehi
- Richard Benson
- Richard Brett
- Richard Edelman
- Richard Jukes
- Richard Linning
- Richard Millar
- Richard Northcote
- Richard Tsang
- Richard Waters
- Rich Young
- Risë Birnbaum
- Rishi Bhattacharya
- Rita Malikouti
- Rita Marie Devin
- Roberta Graham
- Robert Hastings
- Robert Heldt
- Robert H Holdheim
- Robert Phillips
- Robert W. Grupp
- Rob Faulkner
- Rob Gray
- Rob Shimmin
- Robyn de Villier
- Robyn Sefiani
- Rochelle Ford
- Rodney Gray
- Rodolfo Oliveira
- Roger Darashah
- Roger Darnell
- Roger Frizzell
- Roma Balwani
- Romeo P. Virtusio
- Ronald Mincheff
- Ron Childs
- Ron Finlay
- Ronke Lawal
- Ronnie Simpson
- Ronn Torossian
- Ron Sereg
- Rosa María Torres Valdés
- Ruxandra Catalina Dorobeti
- Saada Hammad
- Sabine Raabe
- Sally Maier-Yip
- Salvador da Cunha
- Samantha Watt.
- Sandra Macleod
- Sandra Sinicco
- Sandra Wills Hannon
- Sandy Lish
- Sarah Milner
- Sarah Robarts
- Sara Render
- Saskia Stolper
- Sconaid McGeachin
- Scott Bowers
- Scott White
- Scott Wilson
- Sean O’Neill
- Seçkin Çetin
- Seema Ahuja
- Senjam Raj Sekhar
- Serda Evren
- Sergi Guillot
- Serina Tan
- Serra Görpe
- Seth Oyer
- Shannon A. Bowen, PhD
- Sharif D. Rangnekar
- Sharmistha Ghosh.
- Sheena Thomson
- Sheena Thomson
- Sheila McLean
- Shravani Dang
- Siddhartha Mukherjee
- Sietse Pots
- Sigrid de Vries
- Silvia Cambié
- Silvia Pendás de Cassina
- Simon Coughlin
- Simon Lewis
- Simon Lloyd
- Simon Poulter
- Simon Quarendon
- Simon Sproule,
- Simon Warne
- Skye Lambley
- Smitha Virik
- Soe Thu Ra
- Sofia Heidenberg
- Sonya H. Soutus
- Sonya Madeira Stamp
- Stacey Jones
- Stacie Nevadomski Berdan
- Starr Million Baker
- Stefan Rollnick
- Stella Wink
- Stéphane Guerry
- Stephanie Rudnick
- Stephen Dupont
- Stephen Elliott
- Stephen Waddington
- Steve Drake
- Steve Harris
- Steve Hoddinott
- Steve Howell
- Steve John
- Steve Kee
- Steven Yong
- Stuart Maister
- Stuart Neil
- Stuart Smith
- Stuart Thomson
- Stuart Zakim
- Sue Foley
- Sukanti Ghosh
- Sukanti Ghosh
- Suki Thompson
- Sunil John
- Sunil John
- Sunity Maharaj
- Susanna Simpson
- Susan Wood
- Suzanne Ffolkes
- Svetlana Stavreva
- Takashi Inoue
- Takashi Inoue
- Tamara Peæareviæ Sušanj
- Tamir Haas
- Tara Rogers
- Tarek Lasheen
- Tasos Pagakis
- Tatevik Simonyan
- Thebe Ikalafeng
- Thomas J. Madden
- Tiffany Guarnaccia
- Till Achinger
- Tim Gingrich
- Tim Newbold
- Timo Hillbrecht
- Tim Phillips
- Tim Scerba
- Tim Skelton-Smith
- Tina McCorkindale, Ph.D., APR
- Toby Doman
- Tokunboh George-Taylor
- Tolulope Aribisala
- Tom Buchan
- Tom Ho
- Tom Liacas
- Tom Parker
- Tom Watson
- Tom Wells
- Toni Muzi Falconi
- Tony Burgess-Webb
- Tony Jaques
- Tony Jewell
- Tony Langham
- Tony Rasman
- Trevor Gorin
- Trevor Morris
- Trey Watkins
- Tuhina Pandey
- Tyler Kim
- Ulrich Gartner
- Ulrich Porwollik
- Valéria Café
- Valerie Di Maria
- Valerie Harding
- Valerie Pinto
- Varghese M Thomas
- Varsha Marathe
- Veronica Sharp
- Veronique Ferjou
- Vicky Robinson
- Vic Miller
- Victoria Brown
- Victoria Osorio
- Vincent Magwenya
- Vivian Kobeh
- Vivian Kobeh
- Vivian Lines
- Vivien Hepworth
- Walter Nessi
- Warrick Hazeldine
- Wes Himes
- Wilfried Remans
- William Moss
- Yang-May Ooi
- Yvette Sterbenk
- Zeynep Özbil
- Zhenya Pankratieva
- Zsofia Balatoni
Archive
March
(4)
February
(4)
January
(5)
November
(4)
October
(5)
September
(4)
August
(4)
July
(5)
June
(4)
May
(5)
April
(4)
March
(4)
February
(4)
January
(5)
November
(4)
October
(5)
September
(4)
August
(5)
July
(4)
June
(4)
May
(5)
April
(4)
March
(4)
February
(4)
January
(5)
November
(5)
October
(4)
September
(4)
August
(5)
July
(4)
June
(4)
May
(5)
April
(4)
March
(5)
February
(4)
January
(3)
November
(5)
October
(4)
September
(4)
August
(5)
July
(4)
June
(5)
May
(4)
April
(4)
March
(5)
February
(4)
January
(4)
November
(4)
October
(4)
September
(5)
August
(4)
July
(5)
June
(4)
May
(4)
April
(5)
March
(4)
February
(4)
January
(4)
November
(3)
October
(5)
September
(4)
August
(4)
July
(5)
June
(4)
May
(4)
April
(5)
March
(3)
February
(4)
January
(4)
November
(5)
October
(4)
September
(4)
August
(4)
July
(5)
June
(4)
May
(5)
April
(4)
March
(4)
February
(4)
January
(4)
November
(5)
October
(4)
September
(4)
August
(4)
July
(3)
June
(4)
May
(5)
April
(4)
March
(4)
February
(5)
January
(4)
November
(5)
October
(3)
September
(4)
August
(4)
July
(4)
June
(5)
May
(5)
April
(3)
March
(3)
February
(4)
January
(4)
November
(4)
October
(5)
September
(4)
August
(3)
July
(5)
June
(4)
May
(4)
April
(3)
March
(4)
February
(4)
January
(5)
November
(4)
October
(5)
September
(4)
August
(5)
July
(4)
June
(3)
May
(3)
April
(4)
March
(3)
February
(4)
January
(4)
November
(3)
June
(8)
March
(9)
June
(17)
March
(15)
September
(14)
June
(14)
April
(20)
February
(9)
October
(14)
August
(15)
June
(16)
April
(17)
February
(19)
October
(15)
August
(15)
June
(16)
April
(13)
February
(12)
October
(13)
August
(13)
July
(9)
April
(15)
February
(16)
October
(20)
Follow IPRA:
