RSM Outlook Autumn 2005

Contents

The inaugural issue of RSM Outlook from autumn 2005 includes the opening of the new T-building, and how RSM celebrated its 35th birthday with a wine-tasting session. There are also articles on Professor Cees van Riel and reputation management, the re-branding of the city of Rotterdam and how an RSM alumnus has been influential in re-branding Akzo-Nobel, plus the introduction of the MBA ‘Living Management’ project, and RSM Executive Education. There’s also a profile of RSM MBA alumnus – and now Distinguished Alumnus – Alexander Ribbink.

The Re-Branding of Rotterdam: Frans Nesselaar (Martyn Rochester)

What does our city mean to us? How can we stand out from other international cities? What are our brand values? These were some of the questions asked when the decision was made to re-brand the city of Rotterdam. Frans Nesselaar, the city’s Marketing and Brand Consultant takes up the story.

Corporate Branding in Practice: Berry Oonk (Gail Kemp)

Corporate branding might not be as well understood and as straightforward as product branding, but it is a discipline which has definitely come of age. And Berry Oonk, an alumnus from RSM Erasmus University, is determined to be at the forefront of its development.

"Show them the brand is for real": Alexander Ribbink (Lars Duursma & Job ten Bosch)

Alexander Ribbink, Chief Operating Officer of TomTom, is the Dutch 2005 Marketeer of the Year. Former Vice President of brand development at Mars Inc, Ribbink joined TomTom in November 2003 to drive the marketing of their growing range of navigation products.