Oceanside Vacations on Hilton Head Island

The largest barrier island on the Atlantic coast between New Jersey and Florida is Hilton Head Island. This beach paradise is 12 miles long and 5 miles wide. Because of the high Atlantic tides, the twelve miles of beach are wide and clean, with a new selection of seashells each time the tide goes out. The island's latitude contributes to its mild climate, with normal temperatures that range between 55? and 75? F all year round. The ocean breeze provides the island's air-conditioning. Hilton Head oceanfront rentals are available in all price ranges, to allow each visitor a place to lay rest in between treks on the sand.

Hilton Head oceanfront rentals come in many sizes and on all sides of the island. There are hotel or resort rooms, condos, villas, and private homes for rent. Sizes range from a single room or one-bedroom, one-bath condo to a nine-bedroom mansion with servants. The hotels offer pricing by the night, but most condos, villas and homes will expect a longer stay. A week's rent can vary from $1,000 to $10,000 during the high season, to as much as 30% less in the winter. Condos, villas, and rental homes will, of course, come with furnished kitchens. Many will have on-site laundry facilities as well, making a trip to the beach an easy, casual experience.

A Hilton Head beach rental allows easy access to a multitude of oceanfront activities. Visitors can surfboard, swim, parasail, fish, or watch the local wildlife. This environmentally protected area is home to turtles, crabs, dolphins, and alligators. The salty marshes and lagoons offer bird watchers a wealth of entertainment. Some visitors may prefer to take long walks on the beach or simply watch the tide come in. Those who want more activity can bike along the beaches at low tide or charter a deep-sea fishing boat, with a chance to bring home dinner.

Hilton Head Rentals Info provides detailed information on Hilton Head vacation rentals, condo rentals, rental homes, villa rentals, and oceanfront rentals. Hilton Head Rentals Info is the sister site of Lake Tahoe Vacation Rentals Web.

Evangelical Skepticism: Pursuing Your Right To Be Wrong

Michael Shermer speaks with the energy and passion of an evangelist, so it's not too surprising to learn that he used to be one. What is surprising is that he has made a 180-degree turn in his approach to belief. As a college student at Pepperdine University, he knocked on doors to spread the word of the gospel to anyone who would listen. Now he preaches the power of skepticism in the true sense of the word.

Like a war hero who becomes an anti-war activist, this turnaround is both curious and inspiring. His story underscores the complexity of the concept of belief and our need to hold on to some form of validation.

Shermer is the publisher of Skeptic Magazine. He is quick to point out that what many people think of as skepticism is really cynicism. Being skeptical has nothing to do with being a grumpy curmudgeon who discounts any idea that disrupts his world view. It is less a position and more an approach using science and reason.

Skeptics are open to looking into anything and everything, but are reluctant to latch on to theories without sufficient evidence to back them up. Skeptics don't sit around trashing the ideas of others--that would be a waste of thinking time. Instead, they luxuriate in the opportunity to further explore interesting notions.

The motto of the Skeptics Society and Skeptic Magazine is a statement made by the 17th-century Dutch philosopher Baruch Spinoza: "I have made a ceaseless effort not to ridicule, not to bewail, not to scorn human actions, but to understand them."

This is a fabulous approach to life, even though it may require more patience than most of us can muster. If we can't count on any absolute truths and we don't want to get bogged down by the muddy thinking of relativism, we've got to do our best to establish what Shermer calls "provisional" truths. He uses the word "provisional" a lot to refer to those pretty good truths and almost universal ideas we tend to think of as fairly consistent. Is infanticide bad? Yes, almost always. There could be, in some cultures and in some specific circumstances, ethical reasons to justify infanticide, but we recognize that those are few and far between. Provisional ethics allows for continued discussion and exploration in a way that a black and white view never will.

Shermer was in town recently to talk about the third book in his trilogy on the power of belief: The Science of Good and Evil: Why People Cheat, Gossip, Share, Care and Follow the Golden Rule. He offered compelling theories and groundbreaking scientific results regarding the evolution of human ethics. Thanks to magnetic resonance imaging, we can now see what's going on in the brain while we perform certain tasks. It turns out that the pleasure centers of our brain "light up" when we engage in activities that are cooperative- sharing, being generous, helping others. Just as though we were eating our favorite comfort foods, getting a massage, or making love, our brains register this activity as highly pleasurable. There is (some) reason to believe that cooperation has evolved as a highly prized survival skill, and thus we are "rewarded" by feeling good about it.

Engaging in competitive activities--trying to beat a rival, striving to gain control--shows up in an entirely different area of the brain. Of course, this is also a very important survival skill, but it tends to come with its own tangible rewards--more food, more wealth, the mate of your choice, etc.

I'm still waiting for research on highly competitive individuals. Do their brains light up in the pleasure zone when they win? Is there some sort of shift that happens? What about sociopaths? Do their pleasure centers flare when they lie, cheat, steal, or harm someone?

There's just no end to thinking when you view the world with a healthy dose of skepticism. Socrates observed that the only thing he knew for sure is that he knew nothing. Sticklers are all too happy to point out that this, in fact, suggests that he knows that nothing exists, knows that he knows this, knows that he knows that he knows this, ad nauseum. By the same token, if you are skeptical about everything, you must be skeptical of your own skepticism! Just when you think you've got something figured out, it's time to be skeptical again.

This isn't the mainstream approach to thinking. We tend to like having ideas we can hang on to. We choose a couple of stable concepts, tie up a hammock and swing there contentedly.

That's one way to live.

Another way is to hang that hammock on a couple of sturdy ideas, sway there a bit, and then go off and find another place to swing. It's a lot more work, but you cover a lot more territory in the process. Your intellectual journey may be arduous but infinitely rewarding.

Because there are limitations in scientific investigation and plenty of mysteries remaining, the Skeptics keep in mind the words of Albert Einstein: "All our science, measured against reality, is primitive and childlike--and yet it is the most precious thing we have."

Einstein believed in the power of the unknown and reveled in the right to figure things out as best we can. He valued imagination over knowledge, but persisted in searching for evidence that what we dream can be described and reported scientifically.

Skeptics are cautious believers. They hope for magnificence, they dream of infinite truths and they doggedly pursue their right to be wrong. They are forever moving their hammocks and testing untried trees.

And they are downright evangelical about it.

About The Author

Maya Talisman Frost is a mind masseuse. Her work has inspired thinkers in over 80 countries. She serves up a satisfying blend of clarity, comfort and comic relief in her free weekly ezine, the Friday Mind Massage. To subscribe, visit http://www.massageyourmind.com today!

maya@massageyourmind.com

Leads, Prospects, and the Huge Gap Between

The leads marketing delivers to the sales team never seem good enough. Either the leads are "bad" and are wastes of a salesperson's time, or there are just not enough "good" ones. If sales had more good prospects, the company would have more sales. Perhaps sales and marketing could work together more successfully if all agreed on what is a lead and what is a prospect.

A lead wants what you have, pure and simple. Somehow they've gotten the idea that what you have will improve their situation, so much so that they're willing to raise their hand and identify themselves. You have succeeded in moving them from anonymity. They have "stepped into the light" and are willing to engage with you in conversation, if only temporarily. We describe people at this stage of the buying cycle as Engaged.

Sometimes this process reveals that we have a "bad" lead; these are people who don't really want what we are selling, but want something else from us, usually for free!

A prospect not only (1) wants what you have, but also has (2) ability to buy and (3) reason to buy now.

A true prospect can afford what you're selling. That means they have available -- or can get -- the budget needed to make the purchase. Plus they have the authority to make the purchase; to "sign the check", if you will.

A true prospect also has a reason to buy now. Perhaps there's an external compelling event that will require them to make a decision soon. Or perhaps they harbor an internal reason -- often emotional in nature -- that carries enough drive to induce them to open up their wallet and buy now.

Somewhere between leads and prospects we have shoppers. Those are buyers who want what you have, and (2) have the ability to buy, but no particular reason to buy today. Much sales (and marketing) energy is expended converting shoppers into buyers. Prospects are easier to convert, because we know they're going to buy from somebody, and soon.

The questions we choose to ask people who engage with us need to help us understand the answers to those 3 questions. We'll get more positive decisions when we can establish that a lead truly is a prospect.

Copyright 2005 Paul Johnson. All rights reserved.

Paul Johnson of Panache and Systems LLC consults and speaks on business strategy for systematically boosting sales performance using Shortcuts to Yes?. Check out more salesforce development tips at http://panache-yes.com/tips.html. Call Paul direct in Atlanta, Georgia, USA at (770) 271-7719.

How Managers Hit PR Paydirt

As a business, non-profit or association manager, you'll know it's PR paydirt when you're able to persuade your key external stakeholders to your way of thinking, then move them to take actions that lead to your department, division or subsidiary's success.

Proof of the pudding will be outside stakeholder behaviors like increasing repeat purchases, more inquiries about strategic alliances, new specifiers of your components, more membership inquiries, or a jump in capital contributions.

But to realize such results, you'll have to get personally involved with the public relations people assigned to your unit. Then shift their emphasis from communications tactics to a workable and comprehensive blueprint that will lead to your success as a unit manager.

A blueprint, for example, like this: people act on their own perception of the facts before them, which leads to predictable behaviors about which something can be done. When we create, change or reinforce that opinion by reaching, persuading and moving-to-desired-action the very people whose behaviors affect the organization the most, the public relations mission is accomplished.

What such a public relations blueprint will require of you, is a sharper focus on those outside groups of people who play a role in just how successful a manager you will be. In other words, the blueprint targets your most important external audiences.

Get your PR people on board early on. This should be an easy task as some of them, no doubt, are wondering if there may be more to public relations than press releases, special events and brochures.

Enlist them instead in a core public relations effort to determine how all of your crucial outside audiences really perceive your operation. I speak here of audiences with perceptions leading to behaviors that affect your organization the most. So discuss with your staff how you can gather those key audience perceptions in the most cost-effective manner.

Since retaining a professional opinion survey firm can be very expensive, you may well conclude that you and your PR staff can interact with members of your target audience and ask the necessary questions. And I would agree.

Among the questions: What do you know about us? Have we ever worked together? Was it a positive experience for you? Did you ever have a problem with our people? Watch for evasive or hesitant answers and, especially, for negativities such as inaccuracies, misconceptions, false assumptions or rumors.

The data you collect lets you set your public relations goal. For example, clarify that misconception, correct that inaccuracy, kill that rumor dead.

You are a manager fully aware that every good goal needs a good strategy to show you how to reach that goal. When it comes to matters of opinion or perception, you have just three strategy choices: create perception where there may be none, change existing perception/opinion, or reinforce it. But take care that the strategy you select fits nicely with your new public relations goal.

Now it's message time ? the special words you will use to alter what you discovered some of your target audience members have come to believe. This corrective message is crucial to the success of the program and, all at the same time, must be clear, believable and compelling.

The next step truly can be called "special delivery." Here, you take steps to get your message before the eyes and ears of your target audience. Communications tactics will handle that chore for you, and there are dozens of them available like newsletters, brochures, press releases, media interviews, emails, facility tours and lots of others. Be sure that the tactics you select have a track record of reaching people like those who make up your target audience.

Your two-part bottom line? A workable and comprehensive public relations blueprint that (1) assists you as a manager in creating the external audience behaviors you need and (2), in so doing, helps you achieve your department's business, non-profit or association objectives.

About The Author

Bob Kelly counsels, writes and speaks to business, non-profit and association managers about using the fundamental premise of public relations to achieve their operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit: http://www.prcommentary.com

What About Competition? Are Your Kids Ready?

Life is full of competition -- even in childhood. Kids compete for good grades, the attention of their parents and teachers, and even to get picked for 'the right team' in gym class. There's nothing wrong with encouraging healthy competition in your children. It can teach kids to perform at their best while encouraging teamwork and fostering a strong work ethic. Competition can teach valuable lessons about discipline, preparation and sportsmanship. Best of all, it can help to prepare them for other challenges they will face in life.

But the key word here is "healthy."

We've all witnessed unhealthy competition: the over-involved parents who embarrass their children by shouting from the sidelines during every game, or the parents who are disappointed when their child fails to bring home the first place ribbon, the best grade on the test or the lead in the school play.

Sometimes, adults don't accept that our kids won't always win. Unfortunately, when that happens, we can do more than damage their self-image... we may just be teaching them an unhealthy, win at-all-costs attitude. And, as adults, we know that such an attitude doesn't seem to serve anyone well.

Winning and losing both have valuable lessons to teach. Parents who remember that can give their kids a competitive advantage.

Andrea Patten is the co-author of What Kids Need to Succeed: Four Foundations of Adult Achievement which is now available on Amazon.com

For more information about 'The Four Foundations' please visit http://www.whatkidsneedtosucceed.com

"...because you're not raising a child - you're raising a future adult"

Do Cellular Phones Pose Health Risks?

You hear it in the media on a slow news day. Do cellular phones pose health risks? The available scientific reports do not show that any health problems are associated with the use of wireless phones. On the other hand, however, there is no proof that cellular phones are absolutely safe. Wireless phones emit small levels of radiofrequency energy (RF) in the microwave range when being used. As well, cell phones also emit small levels of RF when in the main menu screen.

While high levels of RF can produce health effects by heating tissue, low level exposure to RF that does not produce heating effects, cause no known adverse health effects while using cell phones.

Many studies of small level RF exposures have not found any biological effects. Some studies suggest that some biological effects may occur, but these findings have not been confirmed by additional research. In other research, expert researchers have had problems in reproducing those studies, or determining the cause for the conflicting results with respect to wireless phones.

We hope that we have been successful in reassuring our customers that there is no evidence to conclude that wireless phones pose health risks.

Catherine Kenyeres is a free lance writer and publisher for Best-4u-Cell-Phones.com. Catherine provides the latest information, reviews and comparisons for her cell phone clients.

Secured Loans House the Most Positivistic Consequences of Loan Borrowing

One of the most enduring myths of loan industry is that secured loans are perhaps the most favorable loan type available. And guess what this myth is in fact one of the most enduring truths ever. Secured loans amass all that is good and positive about taking a loan. The score card of secured loans is improving day by day in the face of the fact that borrowing money has increased in popularity in recent years. With a tool like secured loans in your hand, borrowing money is very easy.

It is not without reason that secured loans are prevalent. A secured loan connotes affordability and value for money. Sounds like a good financial deal ? well, secured loans certainly is. Secured loans offer a great deal of financial freedom. In fact with a secured loan, the borrower has the upper hand. The terms and condition are flexible and very appropriately planned to accommodate the need of the homeowner.

Need for secured loans can be triggered due to any reason. You might need to make home improvement, or perhaps you want to buy something substantial like a car or property. For most people who want to buy property or want to become homeowners there is no other option except taking loans. Secured loans are a very healthy substitute for financial dearth.

A Secured loans binds both the lender and the borrower in a symbiotic relationship. In this mutual admiration association both the borrower and the loan lender have various benefits. It is not without reason that the loans lenders provide secured loans with lesser interest rates. The fact that you place collateral in return of the loan claim makes it simpler for loan lender to offer his money. Secured loans require collateral to be tied in the form of lien which means that the loan lender has the right to your property until and unless you fulfill the obligation. Secured loans are guilty of the possibility of taking over of your property if you fail to repay.

If you are regular with your secured loans payment repossession might seem as just a clause in the whole agreement. In case this is hovering over your mind then you can even apply for payment protection. Payment protection with secured loans protects your monthly payment against problems like being invalid due to ill health or loosing your job. Payment protection with secured loans is very economical and is added to your monthly payment. Also Payment protection with secured loans is absolutely non-compulsory.

Striking secured loans deals is easier however making a success of it is not easy. Before taking out a secured loan check out your various options. You have to concentrate on the amount you require. Taking secured loans that is beyond your scope would mean added burden on your finances which is under no circumstances recommended.

Every secured loan implies repayment. Repayment of secured loans should be planned keeping in mind your monthly budget. In case you stretch your budget beyond your limits you might make an error and mar your credit report. If you have difficulties repaying your secured loan immediately contact your loan lender. You can get advice from your loan lender, debt advisor or local Citizen's Advice Bureau. This advice will prevent any extreme action being taken against you.

Research with respect to secured loans is pivotal. While researching for secured loans it is important to look for interest rates, any additional charges, early redemption penalties, cost of compulsory insurance (if any) and total amount repayable.

Awareness about secured loans is the key. Be cautious with advertisements that make mighty promises. Don't go after companies you have not heard about. You can get a much better secured loans deal elsewhere. Make sure you understand he procedure of secured loans and various costs. If not, ask questions and clear your doubts before you move forward with your secured loans deal. Don't take out the first secured loan being offered to you. Give yourself the responsibility of finding yourself the best available secured loan online.

Secured loans are a safe bet and use latent equity in your home. You need money, you have a home. You place your home as a guarantee and get a home loan. Secured loan is available online, easy and straightforward. There is payment protection to save your monthly payments. Credit score is not an issue with secured loans and interest rates are really low. The range of secured loans option is abundant. With so many advantages, it is vigorous challenge not to find a secured that will fail to please you.

After having herself gone through the ordeal of loan borrowing, Natasha Anderson understands the need for good quality loan advice. Her articles endeavor to provide you the wise counsel in the most elementary way for the benefit of the readers. She hopes that this will help them to locate the loan that beseems their expectations. She works for the UK secured loan web site uk finance world.To find a Secured or unsecured loan that best suits your needs visit http://www.ukfinanceworld.co.uk

How To Turn Your Life Around FAST!

There is nothing more important than feeling good.

Come again? Didn't I just tell you how bad everything is!

When you feel good you raise your vibrations. You get what you prefer. You send out a frequency that brings you what you love.

When you feel miserable, you're setting yourself up to miscreate your reality. Your pain is a signal for you to change. It's a warning blip on the radar of your mind.

The easiest thing you can do to change your life is to feel good. Finding ways to feel good opens the pathways to your preference.

It is so much easier to feel good. It is so much easier to get into health, clarity, and love, when you feel good. And it is so much easier to create the life you want that way.

When you feel bad, you're pointing your car down the wrong side of the freeway. Sooner or later, you're going to hit an oncoming car.

You just don't understand, do you?

I understand how you can feel bad-nothing is working out for you. Your bills aren't paid and your rent is due and your car doesn't work and your kids are out of control and your boss and coworkers hate you, and, and, and?but you just have to do it?you have to train yourself to feel good.

You see, all this is happening because you feel bad about what's bad.

Yeah, right! So how do you feel good when everything is bad?

You fake it-until you make it.

I gotcha! You're a positive thinking nut!

This is not about positive thinking: this is about positive vibrating. Your brain is an electromagnetic generator. It throws out thoughts all the time that affect your body and your world. And it brings to itself thoughts of a similar kind. You get to feel more of what you're already feeling and observe the circumstances to justify it.

Naturally, when bad things happen you react to them--but, this sets in motion more bad things to come your way. It's a vicious circle, I know. I understand how unnatural and forced it feels to try and feel good when things are going badly?but, but?it's the only way to turn things around.

And when you feel good, then good things start happening. Somehow, for some strange reason, you find more people who seem to like you, and you find new ideas and new solutions, and you have happy accidents that spontaneously take care of those horrible disasters. And people for some reason want to pay you more and help you more and just be around you more.

This is way too simple! Do you realize how much time I spend trying to figure things out?

I'd try to make this more complex if I knew how.

All I can say is that you always get to choose how you want to feel about anything.

If I were you, I'd start to feel good. Reasons why will soon start showing up.

Resource Box

Saleem Rana got his masters in psychotherapy from California Lutheran University, Thousand Oaks, Ca., 15 years ago and now resides in Denver, Colorado. His articles on the internet have inspired over ten thousand people from around the world. Discover how to create a remarkable life

Copyright 2005 Saleem Rana. Please feel free to pass this article on to your friends, or use it in your ezine or newsletter. It's a shareware article.

Importance of Artificial Light While Swordfishing

The use of light, either chemical or battery powered plays an important role in catching swordfish. There is no question that the use of artificial light increases the probability of catching a swordfish.

Swordfish have giant pupils, about the size of a racquet ball which makes them extremely sensitive to light. Swordfish are designed to be able to see in extremely low light conditions, this is why they are efficient hunters is the deep depths of the ocean.

Putting a light on your line while swordfishing acts as an artificial magnifier to make your bait spread seem larger then it is and the light attracts attention from both swordfish and bait schools in the area.

Each color of light in the spectrum we use has different qualities. For example, each color of light has a different quality of brightness and water penetration. Water penetration means, how far of a distance the color of light can travel through water before it disappears. The colors in the spectrum which disappear are, from first to last, Red, Green, Blue, and Purple.

Now, when placing your artificial light onto your fishing line you want the light to be far enough away that your bait will be sitting right outside the lights brightest sphere in the shadow line. In terms of what light color is the best depends on any given night, as swordfish seem to have patterned bites based on light color as well as depth. Although, there is a much higher probability for bites on the colors blue and green.

When the moon is full and there is a lot of light penetrating the water column the light on your shallow baits will be diminished due to the large amount of natural light penetrating the water.

Captain Vinnie La Sorsa
Swordfishing & OffShore Charters.

http://www.GoodFellasCharters.com

Free Credit Report ? Watch Out for Scams

Many people may still not be aware of an amendment to the Fair Credit Reporting Act (FCRA) that Congress passed last year. This amendment allows U.S. citizens to receive a copy of their credit report, for free, once per year. The plan is being rolled out slowly in order to avoid swamping the system, but people living in the West and Midwest can receive their credit reports now, and everyone will be able to obtain a free credit report by September of this year. Those seeking a copy of their credit report should watch out, however, as not everyone who promises a "free" credit report is actually delivering one.

These free credit reports may be obtained through the official Website: http://www.annualcreditreport.com. Additional information is available at the Federal Trade Commission Website at http://www.ftc.gov/credit. Obtaining a copy of your credit report through this site is easy, and only requires your name, Social Security number, date of birth, and address. That would seem fairly straightforward, but there are many companies, some legitimate and some not, that are interested in attracting the business of those who seek copies of their credit report, and scams are flourishing.

Some companies have established Websites with addresses that are very similar to the address of the official site. These sites promise a free credit report, but they are actually only interested in harvesting your personal information. In addition to stealing your name, Social Security number and address, these sites may also tell you that a credit card number is necessary to "verify" your identification. With this information, the people operating these sites can steal your identity! There are many other Websites that promise "free" credit reports, but few that actually provide them for free. One such site is currently under investigation for credit report fraud. The site promised a "free" report, but required a credit card for "identification" purposes. Customers filled out the form and received a copy of the credit report but also received a charge on their credit card for $79.

Other unscrupulous companies take a more direct approach by sending spam e-mail that promises to provide free credit reports. These spam messages are almost always "phishing" expeditions that are designed only to obtain your personal information. If you are interested in obtaining a copy of your credit report, you should avoid responding to e-mail solicitations.

It is a rare occasion when you can obtain something for nothing. You can, however, receive a copy of your credit report, for free, once a year. Be aware, however, that not everyone who is promising you a free credit report intends to provide you with one.

?Copyright 2005 by Retro Marketing.

Charles Essmeier is the owner of Retro Marketing, a firm devoted to informational Websites, including End-Your-Debt.com, a site devoted to debt consolidation and credit counseling, and StructuredSettlementHelp.com, a site devoted to information regarding structured settlements.

Managing the Corporate Brand - a Reputation Perspective

Adored, respected and coveted by customers and organisations alike, corporate brands represent one of the most fascinating phenomena of the business environment in the 21st century. Their importance is unquestionable. Brands, in their various forms, are integral to our everyday existence. This is particularly the case at the organisational level where the concept of the corporate brand now enjoys wide currency in business parlance. There is an increasing realisation that corporate brands serve as a powerful navigational tool to a variety of stakeholders for a lot of purposes, including employment, investment and, most importantly, consumer buying behaviour.

Corporate branding has been defined by Van Riel (2001, p. 12) as: "a systematically planned and implemented process of creating and maintaining a favourable reputation of the company with its constituent elements, by sending signals to stakeholders using the corporate brand."

Creating a coherent perception of a company in the minds of its various stakeholders is a major challenge faced by many companies. Particularly in large multinational corporations speaking with one voice is a challenging task. Especially when grown through extensive merger and acquisition activities, large companies often comprise multiple subsidiaries and subsequently multiple brands and cultures. Managing the signals these diverse corporate subsets send out to their stakeholders is often impeded by various aspects such as historic turf wars between divisions, cultural and language differences, deficient management structures and unclear responsibilities, or simply by spatial separation. Furthermore, incoherence in messages and difficulties in coordination are often fostered by communication representatives' narrow focus on their particular stakeholder groups.

For example, investor relations representatives only have a small community of investors in mind. Those responsible for a certain product brand focus on their particular customer base and the internal communicators primarily see their recipients, the employees. Such thinking in a box and acting in narrow realms of stakeholder groups often leads to the communication of messages that might be suitable for each individual stakeholder group, yet all in all the picture drawn of the company as a whole is blurred or even contradictory.

This article asserts that a stronger integration of the different internal units responsible for stakeholder relations is needed in order to foster more coherencies in messaging and to eventually generate a coherent corporate brand image and favourable corporate reputation. The management process of creating and maintaining a coherent corporate brand image in the minds of each individual stakeholder which is the basis for a favourable overall corporate reputation shall be labelled corporate branding.

The importance of corporate brands has been ignored in the literature for a very long time. It was only during the 1990's when branding and communications consultants went on to assess what is called as a 'corporate brand' (King, 1991). Writers about a few decades ago always focused on the importance of a 'company brand' rather than a 'corporate brand'. However, there is an overarching explanation as to why there has been a growth in the importance of studying a 'corporate' rather than a 'company' brand. Some of the early academic work in the area of corporate brands reached a broadly similar set of beliefs. The importance of staff in corporate brand building was emphasised, as was culture. The role of the chief executive as brand manager was also stressed. Balmer (1995) also said that the new millennium would witness increased importance being assigned to the corporate brand. It can also be found in academic literature that marketing scholars have largely ignored the challenges presented by corporate brand management.

The reasons for this short sightedness can be seen in a lot of branding and marketing textbooks, which though acknowledge the importance of corporate brands but fail to highlight the following attributes:

* corporate brands have a wider scope and management as compared to product brands;

* corporate brands have multi-stakeholders rather than customer orientation and

* the traditional marketing framework is not sufficient when one is studying a brand at a corporate level

Most of us today fail to understand the difference between what is and what is not a corporate brand. Brands such as McDonalds, British Airways, Vodafone, Virgin and Manchester United are examples of organisations with clear corporate brands. However, in the case of Procter & Gamble, Unilever and Diageo, it is more the product brands that have a clear recognition as compared to the corporate brand. In such cases organisations face a lot of difficulties in building their corporate brand because of their stronger focus on building their product brand portfolio. A corporate brand may be viewed as a contract in that the company needs to articulate its accord with its key stakeholders by demonstrating, unceasingly and over time that it has kept true to its corporate branding pledge. As such, the brand name and/or logo play an important part in creating awareness and recognition but also as 'signs' of assurance. However, a number of authorities have cautioned against seeing branding as a one-way process that affects the image of those engaged in some form of branding partnership such as customers and employees. This is because these groups also have a key role in defining a brand's image (Johansson and Hirano, 1999).

The relationship of corporate reputation to the success of a brand

Corporate Reputation has never been considered so important than it is today. In the recent years it is not just the markets which have nose dived in the corporate world but it is the corporations themselves. Scandals such as that of Enron and WorldCom have seriously hampered the trust among stakeholder groups and widespread public scepticism about company ethics. If we look at the case of Andersen, the major reason why the company ceases to exist is because of the negative reputation that built up over a short period of time. Since the mid-1980s senior managers have recognised the strategic necessity of building and sustaining a favourable corporate reputation to create corporate competitive advantage. This recognition has been reflected by a wealth of academic publications that have highlighted the value of a favourable corporate reputation as a means of enhancing an organisation's financial value, influencing intention to buy, acting as a mechanism for assuring product/ service quality, influencing customer and employee loyalty, and offering inimitability to the organisation. Authors over the years have also recognised that an organisation's corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder.

Reputation is a concept more generally known to us as how an organisation lives up to the expectations of its stakeholders. A firm with a good overall reputation owns a valuable asset 'goodwill': brand names, corporate logos and customer loyalty. Brands in general are used by the consumers as a symbolic meaning in their recognition and decision making process. Often brands develop a 'personality' of their own that has an effect on whether users decide the product's image is consistent with their needs. With this 'personality' often goes a reputation as well. Brand names can often be repositories for a firm's reputation: high quality performance on one product can often be transferred to another product via the brand name.

For a firm expanding its product line, a well-known brand name can be advantageous in facilitating user acceptance of the new product because of its existing brand reputation. Family branding, that is a company placing the same brand name on all products in a product line, enjoys the distinct advantage of instant recognition, benefiting from the "halo effect" of the brand's established reputation. This leveraging effect has led some firms to enter new fields under the same name ? brand franchise extension. The advantages of such an approach are the facilitation of the adoption process and acceptance of new products, since users assume new products have the same quality level as existing ones; a minimal cost of branding to the manufacturer, extensive advertising for brand name awareness and preference will not be necessary; and user response will tend to be faster, thereby reducing the introduction stage in the product life cycle where profits are negative.

In addition, another advantage often obtained is the greater ease in gaining distribution (particularly shelf space) due to its familiar name. While the reputation of the established brand name can facilitate the introduction of a new product, any problems with the new product can, conversely, affect the saleability of all items bearing the same name. If consistency in new product quality is not maintained, user dissatisfaction may result which may carry over to older, successful brands in the line. Family branding, therefore, places high demands on quality control because every single item is considered representative of the entire line. A lower quality item may hurt sales of the better quality products. Promotion of a better quality product may result in credibility gaps among potential buyers. A new product failure may well tarnish the reputation of sister products carrying the same brand name. One bad egg may well spoil the entire basket.

Reputation is thus the assessment of the continuous sustainability over time of an attribute of an entity. This assessment is based on the entity's willingness and ability to perform repeatedly an activity in a similar fashion. Reputation is an aggregate composite of all previous transactions over the life of the entity, a historical notion, and requires consistency of an entity's actions over a prolonged time for its formation. A firm will lose its reputation if it repeatedly fails to fulfil its stated intentions. Having a good reputation also insures high quality firms will be larger and have more customers since fewer customers will depart from high quality firms in the long run and more will arrive because of word-of mouth activity from other customers. Thus, to become successful and hence profitable, brands must develop a positive reputation.

Gaurav Bahirvani
MBus.(UK,2004), MSc.(UK,2003), BMS.(INDIA,2002)
Corporate Brand Development Consultant
Manchester, England, United Kingdom.
Email: gaurav.bahirvani@gmail.com

Imprinted Promotional Items ? Their Many Marketing Applications

There are many uses for promotional items. This means that they are just not used as freebies for a grand opening special. Knowing all the uses for these nifty items, often called "swag," will open up many opportunities for your place of business.

Advertising Specialties

Look around you. You can probably count on two hands the number of items in your office or home that are etched, engraved or printed with someone's name- magnets, key chains, coffee mugs, calendars, rulers and note cubes. Oh, and how could we forget the pen or stress ball? These items were most likely given to you at no cost at a business you frequent, or perhaps were even sent to you. These are often given out at trade shows, seminars and other events open to the public. Even the businesses that have booths at the county fair have these types of giveaways. And, some businesses just have them out in their reception area. Others, like schools, may hand out pens, folders and lanyards at orientations and open houses. This marketing tool not only builds recognition but also is a way to gain your repeat business.

Business Gifts

Many of the above type of items are also used as business/corporate gifts. Items under this category sometimes also fall under higher price ranges too such as insulated travel mugs, clocks, messenger bags, polo shirts, fleece blankets, paper weights and more. These are generally sent to clients and vendors of a business to show their appreciation. They can be sent around the holidays, given out at receptions or just sent around an event specific to the company sending them. According to a Baylor University study, over half of the companies in America take part in this practice, and 68% of them find them to be very effective in helping achieve their business objectives. Some more reasons for business gifts: thanking customers, developing business and recognizing employees.

Premiums

Sometimes promotional items aren't free. But, the customer is not exactly paying for them either. Welcome to the world of premiums! If you sign up for this, you'll get this for free! And, this gimmick works! Have you ever donated to a charitable organization (like the Sierra Club) for a free newsletter subscription and t-shirt? Have you ever applied for a credit card to get an umbrella? Have you ever pledged to your local PBS station during a membership campaign for a Sesame Street plush toy? Or, have you ever switched banks to get a free beach blanket, or signed up for a health club for a free gym bag? These are just an inkling of ways companies use premiums to win your business. Premiums are basically promotional products used as an incentive to gain your business. Many times, the item is not given until an obligation us fulfilled. So, if your company is seeking membership, subscriptions or even sales, attaching a premium is a smart way to attract new business!

Recognition Awards

Sometimes promotional items are created solely for inside purposes, such as the case with recognition awards. These can range from plaques and pins to jackets and messenger bags, and many other types of gifts. These can be used for reaching and exceeding goals, perfect attendance, leadership qualities, promotions, inside contests and much more. Unlike ad specialties and premiums, which cater to the public, these cater to employees to motivate and boost morale within the place they work. While the recognition may mean more than the actual item, it serves as a reminder of accomplishments. When others see someone with an award, their own performance may increase. In a way, a recognition award is sort of like a premium after all- there is an incentive to earn one.

Other Uses

Sometimes promotional items are given out to customers as prizes as events. This is similar to recognition awards, only these are usually smaller ticket items given to random customers. An example would be a special sale or promotion where people can enter to win at the store, perhaps there is a grand prize of a big-ticket item and runner-ups will be selected to win imprinted prizes donning your logo. Also, items like inflatables (balloons and other shapes) will draw attention to a business and are indeed considered promotional items. Also, everybody has seen items with logos up for sale in gift shops- think tourist attraction, or gift shops at the end of a company tour (Hershey, Crayola factory, etc). These are still promotional items, but are considered souvenirs and are bought my consumers. Shot glasses, pint glasses, mugs, license plate frames, bumper stickers, salt and pepper shakers and more can fall in to this category!

Cindy Carrera is a freelance creative author who's written numerous articles about PR including: business promotional items, custom promotional products and wholesale promotional items.