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As they remarked about how extraordinary it was to have dedicated marketing professionals at CHI, especially in presenter roles, the comments being exchanged among CHI professionals gave me the feeling that I was in a \"Dilbert\" comic strip, listening to the amusing, outrageous jibes of those characters.<\/jats:p>","DOI":"10.1145\/1015530.1015539","type":"journal-article","created":{"date-parts":[[2004,10,7]],"date-time":"2004-10-07T17:38:56Z","timestamp":1097170736000},"page":"14-21","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":14,"title":["Branding 101"],"prefix":"10.1145","volume":"11","author":[{"given":"Aaron","family":"Marcus","sequence":"first","affiliation":[{"name":"President, Aaron Marcus and Associates, Inc."}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2004,9]]},"reference":[{"volume-title":"Wall Street Journal","year":"1999","author":"Ball J.","key":"e_1_2_1_1_1"},{"key":"e_1_2_1_2_1","unstructured":"Beerman A. J. & Harris J. (1967). State of Nebraska Official Brand Book. Lincoln Nebraska: Office of the Secretary of State Frank Marsh. Beerman A. J. & Harris J. (1967). State of Nebraska Official Brand Book. Lincoln Nebraska: Office of the Secretary of State Frank Marsh."},{"key":"e_1_2_1_3_1","unstructured":"Belson K. & Bremner B. (2004). Hello Kitty: The remarkable story of sanrio and the billion dollar feline phenomenon. New York: John Wiley. Belson K. & Bremner B. (2004). Hello Kitty: The remarkable story of sanrio and the billion dollar feline phenomenon. New York: John Wiley."},{"key":"e_1_2_1_4_1","first-page":"1","volume-title":"Financial Times","author":"Buck T.","year":"2004"},{"key":"e_1_2_1_5_1","first-page":"13","volume-title":"Financial Times","author":"Burne J.","year":"2003"},{"key":"e_1_2_1_6_1","first-page":"W3","volume-title":"Financial Times","author":"Cheng I.","year":"2004"},{"key":"e_1_2_1_7_1","unstructured":"Dubberly H. (2001). A model of brand. (Poster). San Francisco: Dubberly Design Office www.dubberlydesign.com Dubberly H. (2001). A model of brand. (Poster). San Francisco: Dubberly Design Office www.dubberlydesign.com"},{"key":"e_1_2_1_8_1","unstructured":"Gob\u00e9 M. (2001). Emotional Branding. New York: Allworth Press. Gob\u00e9 M. (2001). Emotional Branding. New York: Allworth Press."},{"key":"e_1_2_1_9_1","unstructured":"Gregory J. R. (1997). Corporate branding: Answers to the CEO's toughest questions. New York: Corporate Branding Partnership. Gregory J. R. (1997). Corporate branding: Answers to the CEO's toughest questions. New York: Corporate Branding Partnership."},{"key":"e_1_2_1_10_1","first-page":"69","volume-title":"Newsweek","author":"Khermouch G.","year":"2003"},{"volume-title":"Newsweek","year":"2003","author":"Khermouch G.","key":"e_1_2_1_11_1"},{"volume-title":"Proceedings, Sixth Asia-Pacific Conference on Computer-Human Interaction (APCHI 2004","year":"2004","author":"Marcus A.","key":"e_1_2_1_12_1"},{"key":"e_1_2_1_13_1","first-page":"43","volume-title":"Brands on the Run. Newsweek","author":"Miller K. L.","year":"2003"},{"key":"e_1_2_1_14_1","doi-asserted-by":"crossref","unstructured":"Murphy J. M. (1987). Branding: A key marketing tool. New York: McGraw-Hill. Murphy J. M. (1987). Branding: A key marketing tool. New York: McGraw-Hill.","DOI":"10.1007\/978-1-349-08280-3"},{"key":"e_1_2_1_15_1","first-page":"86","volume-title":"Business Week","author":"Nussbaum B.","year":"2004"},{"key":"e_1_2_1_16_1","unstructured":"Perry A. & Wisnom D. (2003). Before the Brand. New York: McGraw-Hill. Perry A. & Wisnom D. (2003). Before the Brand. New York: McGraw-Hill."},{"key":"e_1_2_1_17_1","doi-asserted-by":"crossref","unstructured":"Schmitt B. (2003). Customer Experience Management. New York: Wiley. Schmitt B. (2003). Customer Experience Management. New York: Wiley.","DOI":"10.1002\/9780470172223.ch30"},{"key":"e_1_2_1_18_1","unstructured":"Schmitt B (1999). Experiential Marketing. New York: Free Press. Schmitt B (1999). Experiential Marketing. New York: Free Press."},{"key":"e_1_2_1_19_1","unstructured":"Schwartz E. I. (1999). Digital Darwinism. New York: Random House. Schwartz E. I. (1999). Digital Darwinism. New York: Random House."},{"key":"e_1_2_1_20_1","unstructured":"American Institute of Graphic Arts: www.aiga.org. The URL is a portal to the USA's primary graphic design association where links to branding-oriented subsites competitions and documents may be found. American Institute of Graphic Arts: www.aiga.org. The URL is a portal to the USA's primary graphic design association where links to branding-oriented subsites competitions and documents may be found."},{"key":"e_1_2_1_21_1","unstructured":"American Marketing Association: www.marketingpower.com. The URL contains advertising articles and tips lists thousands of companies and firms and more from the official American Marketing Association Web site. American Marketing Association: www.marketingpower.com. The URL contains advertising articles and tips lists thousands of companies and firms and more from the official American Marketing Association Web site."},{"key":"e_1_2_1_22_1","unstructured":"Association of National Advertisers: www.ana.net. The URL is a portal to \"brand builders.\" Association of National Advertisers: www.ana.net. The URL is a portal to \"brand builders.\""},{"key":"e_1_2_1_23_1","unstructured":"Corebrand: www.corebrand.com. One of many branding companies this URL offers documents evaluating brand assets. Corebrand: www.corebrand.com. One of many branding companies this URL offers documents evaluating brand assets."},{"key":"e_1_2_1_24_1","unstructured":"Corporate Design Foundation: www.cdf.org. The Foundation's URL contains branding-oriented resources as well as corporate design management. Corporate Design Foundation: www.cdf.org. The Foundation's URL contains branding-oriented resources as well as corporate design management."},{"key":"e_1_2_1_25_1","unstructured":"Oracle browser branding guidelines: http:\/\/otn.oracle.com\/tech\/blaf\/specs\/branding_spec_v21.html. The URL contains detailed specifications. This is an example of corporate branding guidelines for software applications that are publicly available on the Internet. Oracle browser branding guidelines: http:\/\/otn.oracle.com\/tech\/blaf\/specs\/branding_spec_v21.html. The URL contains detailed specifications. This is an example of corporate branding guidelines for software applications that are publicly available on the Internet."},{"key":"e_1_2_1_26_1","unstructured":"Schmitt Bernd: http:\/\/meetschmitt.com. Bernd Schmitt a self-proclaimed leader of branding has branded himself and his publications at this URL. Schmitt Bernd: http:\/\/meetschmitt.com. Bernd Schmitt a self-proclaimed leader of branding has branded himself and his publications at this URL."},{"key":"e_1_2_1_27_1","unstructured":"Young and Rubicam: www.valuebasedmanagement.net\/methods_brand_asset_valuator.html. The URL explains their definitions and means of measuring brands. Young and Rubicam: www.valuebasedmanagement.net\/methods_brand_asset_valuator.html. The URL explains their definitions and means of measuring brands."}],"container-title":["Interactions"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/1015530.1015539","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/dl.acm.org\/doi\/pdf\/10.1145\/1015530.1015539","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,6,18]],"date-time":"2025-06-18T16:31:19Z","timestamp":1750264279000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/1015530.1015539"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2004,9]]},"references-count":27,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2004,9]]}},"alternative-id":["10.1145\/1015530.1015539"],"URL":"https:\/\/doi.org\/10.1145\/1015530.1015539","relation":{},"ISSN":["1072-5520","1558-3449"],"issn-type":[{"type":"print","value":"1072-5520"},{"type":"electronic","value":"1558-3449"}],"subject":[],"published":{"date-parts":[[2004,9]]},"assertion":[{"value":"2004-09-01","order":2,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}