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		<title>Singapore Air’s Brand Flies High Thanks to its People</title>
		<description><![CDATA[  The fortunate few who break the first-interview barrier and make it to the second round with Singapore Airlines’ HR team have their proclivity for serving others put to a scalding test. Candidates are gathered in a room outfitted with table, chairs and tea service. Only those applicants —being viewed by their would-be employers behind [...]]]></description>
		<link>http://blog.level5.ca/singapore-air%e2%80%99s-brand-flies-high-thanks-to-its-people/</link>
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		<title>Culture Equals Brand (and Vice Versa)</title>
		<description><![CDATA[Enough already with the articles that dismiss the concept of culture as the exclusive distraction of those souls who wear socks with their Birkenstocks. Not only is culture not the scratchy, granola-crunching preoccupation of the touchy-feelies alone, it is the very lifeblood of a brand, the scaffolding of an organization, without which its component parts [...]]]></description>
		<link>http://blog.level5.ca/culture-equals-brand-and-vice-versa/</link>
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		<title>High-End Brands Demand Luxury Approach</title>
		<description><![CDATA[Those who hire the feckless, unengaged retail-working slacker take note: consumers of luxury goods consider customer service the single most important factor influencing their shopping experience. So say the results of a study conducted by customer-experience-management solution provider Empathica, who polled 5,000 American and Canadian consumers about their luxury-buying proclivities. Nearly a third of them [...]]]></description>
		<link>http://blog.level5.ca/high-end-brands-demand-luxury-approach/</link>
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		<title>Prognosis Good for Brand-focused Hosptial CEOs</title>
		<description><![CDATA[Those hospitals in possession of the healthiest standings in their markets enjoy that robust condition largely because their management is being handled by capable CEOs who understand their role in, and the value of, a cohesive brand. So says a newly published report from healthcare advertising and brand strategy firm Smith &#38; Jones. In acknowledgement [...]]]></description>
		<link>http://blog.level5.ca/prognosis-good-for-brand-focused-hosptial-ceos/</link>
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		<title>Lessons Learned Out of School</title>
		<description><![CDATA[A reputation, argues Dr. Paul Temple, a senior lecturer in higher education management at the University of London’s Institute of Education, is built, not bought.                                                                                                                                                                                                                                              We would heartily agree with this position, outlined in a recent article in Times Higher Education, a weekly British publication devoted to the subject of post-secondary learning, had he but [...]]]></description>
		<link>http://blog.level5.ca/lessons-learned-out-of-school/</link>
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		<title>In Business, it’s Brand That’s the Tie That Binds</title>
		<description><![CDATA[How easy it is to level a pointy finger at the other guy when things go awry at the shop. A company begins to fail and the organization starts splintering, each department pitting itself against the other. More often than not, the headline matchup is this one: slippery sales guys in it for the buck [...]]]></description>
		<link>http://blog.level5.ca/in-business-it%e2%80%99s-brand-that%e2%80%99s-the-tie-that-binds/</link>
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		<title>New Year and a New Perspective on Brand</title>
		<description><![CDATA[With a new year comes new perspective, a home truth that’s certainly the case for us.  As always, we’ve been thinking a lot about brand, its application as a management philosophy (not just a marcom effort) and the best way to explain our brand as a business system™ approach (including why it offers so much [...]]]></description>
		<link>http://blog.level5.ca/new-year-and-a-new-perspective-on-brand/</link>
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		<title>Semantics 101: Brand v. Marketing</title>
		<description><![CDATA[  Changing the world is no easy feat. Heaven knows we’ve been working to make adjustments to our own little patch of turf for a very long time, and we’re always thrilled by glimpses of others who share our point of view. As in the example of a recent Harvard Business Review article, in which [...]]]></description>
		<link>http://blog.level5.ca/semantics-101-brand-v-marketing/</link>
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		<title>Why a CEO should really be a CBO</title>
		<description><![CDATA[Time was when a CEO would bristle at being labeled a “brand guy.” Over the years, however, our brand as a business system™ approach has made inroads into changing that outdated stigma and, much to our delight, we’re increasingly discovering that we’re not alone on the mission.                                                                                                                                                                                                                                             The merger of CEO and CMO is [...]]]></description>
		<link>http://blog.level5.ca/why-a-ceo-should-really-be-a-cbo/</link>
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		<title>Marketing Missionaries (or How to Preach Devotion for Your Brand)</title>
		<description><![CDATA[Looking to inspire a kind of religious fervor among consumers for your brand? You couldn’t do much better for reference than to take a page from the good book itself. There, the ancient ingredients for stirring devout followings are laid bare. Adopt some of these doctrines, and your brand can transcend the earthly bonds of [...]]]></description>
		<link>http://blog.level5.ca/marketing-missionaries-or-how-to-preach-devotion-for-your-brand/</link>
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