Need an Integrated Marketing Communications Approach by UPS & Case Study

Need an Integrated Marketing Communications Approach by UPS & Promotional Objective - Case Study Example The researcher states that UPS was finding it tough to convince customers of its capabilities in this synchronized commerce market space. Hence, it felt the need for taking an integrated marketing communications approach to convey its new positioning. The promotional objective of this new repositioning strategy was to build a sort of bridge between its old perception by the customers and its desired positioning. This led UPS to change its logo, adopt the color brown in its logo and marketing campaigns and hiring a new advertising agency. The idea was to make consumers aware of the new business lines, invite calls from them and then convert those calls into business. UPS wanted different marketing strategies for different sets of audiences or stakeholders. Therefore, it segregated them into 4 different categories from the business point of view and consumers formed the fifth category. These categories exhibited characteristics which were distinct from each other. There were shipping d ecision makers in manufacturing firms while the people were widely distributed in service firms. There were small independent business owners on one side and senior business decision makers on the other. The needs of these 4 categories were unique and hence required to be dealt separately. It was not appropriate to use a single marketing campaign for these 4 different types of audiences. Hence, it made sense for UPS to take four different approaches to marketing. Brand recall rate is the degree to which a brand name is remembered by the consumers as belonging to a brand, product, service or company. Brand recall significantly increases the probability of a brand being preferred or bought by the customer. Before the marketing campaign with the use of Brown color, UPS faced a big issue of brand recall in categories other than package shipping and delivery. Hence, the main purpose of its marketing campaign was to make consumers aware of its product lines so that they can recall the bra nd name of UPS whenever that product line is talked about.

Experimental economics summary paper Essay Example | Topics and Well Written Essays - 500 words

Experimental economics summary paper - Essay Example Thus, the article pointed out the basic role of human behavior in the ongoing economic trend in the world. The Ultimatum Game is not just a simple game but it has substantial implications in the real world. Main Findings The first main finding presented in the article is about how people may decide rationally or irrationally in a bargaining situation. In either way, the main point is that people understand the concept of having much more is a better option than having less or none in the context of decision-making process situation. Even though an individual understands that having more than enough is better than having less, still the concept of fairness is very significant in the article. Applying this in the actual setting, consumers may be unwilling to participate in exchange when the other party gets a large portion of the surplus (Thaler 203). The Ultimatum Game is a perfect replica of what is happening in the actual setting. People tend to adhere to the concept of fairness bec ause everyone seems wanting to get much more, but in reality this cannot happen most of the time. This resulted to meeting somewhere at the midway where the concept of fairness prevails.

Reasons of degradation of mangrove forests

Reasons of degradation of mangrove forests Reasons of degradation of Mangrove forests in Pakistan and its Management. Abstract: Over 600,000 hectares of Pakistans coastline is under mangrove forestation. Coastal mangrove ecosystems in Pakistan have been seriously degraded over the last 50 years as a result of freshwater diversion for agriculture, industrial and urban water pollution, over-fishing in Indus delta andoverharvesting of mangroves by the local communities, sedimentation, and coastal erosion.The Indus delta of Pakistan constitutes the most extensive mangrove forestsapproximately 129,000 ha along the coast. The data for this paper was collected from different reports and from WWF Pakistan. The paper focuses on thereasons of ecological damage ofmangroves in Pakistan and their management through sustainable use of mangrove resources, their protection and conservation.There is also a need for the creation of awareness and education among planners and coastal communities regarding the sustainable management of mangrove forests. The objectives of this paper are: Determination of causes of degradation of the mangrove forests and quantification of the areas destroyed by various factors specially. Decreasing freshwater and silt flows from Indus river. Browsing by camels Industrial and marine pollution. Management of mangrove forests by restoration and with training and awareness among people of that area. Introduction: Mangroves are the marine tidal forests that include trees, shrubs, palms, epiphytes and ferns (Tomlinson, 1986). The plants and animals community associated with mangroves is referred to as the ‘mangal (Macnae, 1968). Mangrove ecosystems have diversity of plants and animals with heterogeneous habitats and adapted to the environmental conditions of highly saline, soft bottomed anaerobic loose mud and silt (Clough, 1992).Amjad and Khan (1983) mentioned the estimated area of mangrove cover in Pakistan is about 283,000 ha consisting of 281,000 ha in Sindh and 2000 ha in Balochistan.It is one of the most productive ecosystems and a natural, renewable resource. Over the last decade, concern has grown over the ways in which human activities have altered the mangrove ecosystems of Pakistan. The rate of degradation of mangrove forests in the Indus Delta has been estimated at 6 percent between 1980 and 1995. At present, only 15 percent of mangroves here are considered healthy (Thompson a nd Tirmizi, 1995). Freshwater scarcity due to upstream diversions of river flows for agriculture,industrial water pollution and algal bloom, overgrazing, browsing by camels, lopping by villagers along the coasts,erosion caused by tidal current, cutting for fuel wood and timber, and unsustainable fishing levels are seen as the main factors associated with biodiversity loss in the mangrove forests on the coasts of Sindh and Baluchistan (IUCN Pakistan, 2005).The Indus delta is not only one of the longest deltas in the world; it is also the largest area of arid climate mangroves in the world. The natural resources it contains are of significant economic importance to Pakistan, and the time is now to conserve what is left whilst it is still in a viable condition, rather than wait until it is too late. It does this by developing zones where various activities can take place, by regulating the levels of these activities to sustainable limits and by encouraging in the participation of local people. The commitment of the main land-owning agencies in the Indus delta is required to make the concept of the Indus delta Biosphere secures a reality (Macintosh and Ashton, 2002). The management of the different resources of the mangrove ecosystem is handled by different agencies of the government, both at central and provincial levels. Forestry, fisheries and land administration agencies, for example, have specific jurisdiction over specific resources in the area of mangrove (IUCN Pakistan, 2005). It is believed that local people living in the coastal areas have been able to manage mangrove forests for their communities (Qureshi, 1984). A current working plan titled â€Å"Working Plan of Mangrove Forests for a 20 year period from 1985-2005 has been prepared with the objectives to protect the coastline from erosion, and to meet the demands of local communities provide them sustained quantities of forest products (Qureshi, 1985). Afforestation and reforestation activities are b eing undertaken on a small and large scale by IUCN in collaboration with Sindh Forest Department. The International Society for Mangroves Ecosystem (ISME) with its headquarters in Okinawa, Japan is encouraging mangrove studies and plantations along the coast of Pakistan (IUCN Pakistan, 2005). There are also many government and non-government organizations under different projects working for the management of mangrove forests in Pakistan these include the WWF, Pakistan, Sindh Forest Department, World Bank, UNDP and UNESCO. Literature review Historical records indicate that the original extent of mangrove forests has declined considerably under pressure from human activity. National proportions of original mangrove cover lost vary from 4 to 84%. For example, in Southeast Asia Malaysia lost 12% from 1980 to 1990 (Ong, 1995); the Philippines originally had 4,300 km2 but now has 1,200 km2 (Primavera, 2000); Thailand had 5,500 km2 in 1961 but 2,470 km2 in 1986 (Aksornkoae, 1993); and Vietnam 4,000 km2 originally to 2,525 km2 today (Spalding et al., 1997). Mangroves have often been considered as unproductive land and their destruction and degradation have been due to the preference for short-term exploitation for immediate economic benefit like shrim farming, rather than long-term sustainable exploitation (Saenger et al., 1983). Underestimation of the total economic value of mangroves and of the impacts of human activities are major factors contributing to the widespread loss and degradation of mangrove ecosystems (Gilbert an d Janssen, 1998). Ong (1995) considers that burgeoning populations are possibly the biggest cause of mangrove destruction and degradation because they rely heavily on marine habitats and resources for food, building materials, building sites and agricultural and recreational areas. They also use coastal areas as a dumping ground for sewage, garbage and toxic wastes. Pollution and poor land use practices within these watershed areas affect downstream marine habitats because sediments and pollutants are ultimately washed into coastal waters. Mangroves have been over exploited or converted to various other forms of land use, for example agriculture, aquaculture, salt ponds, terrestrial forestry, urban and industrial development and construction of dikes and roads (Macintosh, 1996). Global warming could be a significant threat to mangrove cover and biodiversity. Rising water (as a result of melting ice caps) could drown coastal mangrove. Projected climate change could have other effects, such as changes in ocean currents, salinity and surface temperatures. These would alter the species compositions and perhaps trigger local and global extinctionÊ ¹s (McCarthy et al.,2001). Over cutting is another major factor as Mangrove wood (especially Rhizophora spp.) is good for charcoal production because it is heavy, dense, hard and with a high calorific value (Aksornkoae, 1993). The residents of Keti bunder reported that before the construction of Sukkur barrage, the river water used to flow 9 months in the year. After its construction, this was reduced to 7 months due to decreasing flood water, the mangroves forests are being adversely affected,due mainly to salinity resulting from lack of freshwater inflows (IUCN,2005). The damage on account of browsing by camels is serious and extensive. During flood season in the River Indus, the camels from the interior of Sindh migrate to mangrove forests in herd (IUCN, 2005). Increasing populations put pressure on the production for food. Mangroves are often converted for salt production, agriculture and aquaculture. Large tracts of coastal mangrove in Asia have been converted to rice farming (FAO, 1982). The creeks represent an important resource for recreation, water sports and ecotourism for Karachi, which has relatively few such amenities nearby. Such development will change the relationship of the local people with the mangroves and will add additional stresses to the environment unless the developments are planned sensitively preservation of the area for viewing wildlife, such as migrating water fowl, dolphins and mangrove jackals is being considered, and the idea of a mangrove national park (IUCN, 2005). Off-site activities, unrelated to the mangrove ecosystem but detrimental to it, for example oil pollution, diversion of upstream freshwater resources for irrigation and offshore dredging also have detrimental effects on the mangrove ecosystem. Indirect effects of agriculture on mangroves can be seen through diversion of freshwater by agricultural schemes and run-off of agricultural residues. For example, the interception of freshwater for agriculture has severely affected the mangroves in the Indus delta of Pakistan (Hogarth, 2001). Storm damage, coastal erosion, naturally shifting hydrology, climate change and sea level rise. Karachi, which is on the northern edge of the mangrove forests of the Indus Delta, has rapidly grown in population and level of industrial activity. This has increased the pollution load on the mangroves. Along the Korangi creek a number of villages are rapidly growing and their waste is adding to the pollution problem (IUCN, 2005). Governance and institutional failure to effectively manage coastal mangrove resources. Poor planning of coastal land use and implementation of development plans Issues related to enforcement, realistic design of implementation of laws e.g. Zonation. Lack of involvement of communities in decision making (management, development of legislation, enforcement). Lack of understanding and awareness of the value of mangrove ecosystems among various groups of people including policy makers, officials, developers and local people. Compatibility issues. Timber mafia is a major threat to mangroves involved in illegal trading of fuel wood. Conflicts are common between the various departments involved. Weak coordination between different levels and different sectors of government Availability of infrastructure, manpower and equipment are inadequate for effective control over the utilization of mangrove resources (IUCN, 2005). Reserves have been established for the preservation of mangroves ecosystems or to enhance the survival of particular species within these ecosystems in atleast thirty-six countries in the world, (Vannucci, 1996). At the International Level, the common approach to major environmental policy issues has been to formulate conventions, treaties and agreements, which all concerned countries become signatories to. Mangroves are today a global issue because more than 100 countries worldwide have mangrove resources (Spalding et al., 1997). Methods for international and regional management of mangroves include Marine Protected Areas (MPAs), Bio-regional management, Transboundary Protected Areas (TPA) and Biosphere Reserves (BR). The use of protected areas for conservation management has many advantages for mangroves and other coastal ecosystems (Spalding et al.,1997). The number of Transboundary Protected Areas (TBPAs) for mangroves is now growing around the world. In 1988 there were only 59 s uch areas, mainly concentrated in Europe and North America: by 1997 this figure had grown to 136, distributed through all regions of the world (World Conservation Monitoring Centre (WCMC), 1998). Several factors have influenced this growth, including greater support from donors and international assistance for the establishment of TBPAs to enhance biodiversity conservation and sustainable resource use at an ecosystem scale. International cooperation in the Asia-Pacific region has been particularly effective with many countries sharing knowledge from many years experience of mangrove planting for reforestation purposes. International NGOs are the leading agencies in mangrove rehabilitation for example the Danish Red Cross (DRC, 1994) and the UK Save the Children Fund started mangrove planting (Macintosh et al., 1998). At the national level governments should be encouraged to ratify international and bioregional conventions and agreements, and to bring them into law so that they are a lso legally adopted at national level. The expansion of markets has driven exploitation of natural resources to extremes in some places, where levels of investment create imbalance between alternative uses for the same resource. In such cases the poor can be made poorer. Sustainable livelihoods for coastal communities are therefore dependent upon effective management of all interrelated activities in coastal areas to achieve sustainable use of both living and non-living resources, and equitable sharing of the benefits arising (Brown, 1997). There are many forms of tourism but ecotourism or nature-based tourism should be promoted because it reduces the negative social and environmental impacts of tourist visits to an area (Clark, 1998). Reforestation in indus delta and the community participation are both very effective tools for management of mangroves in that area. The proper laws and regulations should be implemented to protect the mangroves (IUCN, 2005). Discussion and Conclusion: An examination of the literature on mangroves reveals that there is still a need for further descriptive studies in Pakistan. A common need idenitified is to develop and improve the scientific knowledge base on mangrove ecology and biodiversity. Mangrove ecosystems have demonstrated high value for forestry and fisheries. They are however, under severe and increasing human pressure because a large proportion of tropical coastal populations is mangrove dependent. Mangrove ecosystems are being exploited on the basis of inadequate information and there is a growing trend toward the utilization of mangrove areas for various and often conflicting purposes.   There is an urgent need to improve and facilitate communication among mangrove scientists themselves and between them and policy makers, planners and mangrove managers. Capacity building should also include assisting stakeholders (local communities and community based organizations, government agencies and departments, university. de partments, research institutions, private companies, national and international NGOs) to increase their capability to participate in mangrove management. For example by providing boats, or boat repair facilities to fishermen and enforcement officers, or by providing equipment to monitor water pollution. People living in an around mangroves should be made aware of the importance of the mangrove ecosystems as a whole. Attempts should be made to make village people understand the environmental and social impacts of large scale exploitation operations on their land; eg. Mangrove fellings for industrialization and urbanization. Moreover active involvement of the community, local government and private industry should be enlisted and harnessed to protect, rehabilitate and conserve mangrove areas. This necessitates a more vigorous extension and information campaign and the participation of the various sectors in planning and implementing of conservation and development program for the mangrove. The coastal areas of the country lack basic amenities such as drinking water, fuel sources, and road infrastructure. Over time, the coastal population has grown as a result of increased returns from fishing, despite the poor physical infrastructure. Consequently, the demand for fresh water for house hold consumption has increased several fold. Local authorities have not assessed the household demand for water, causing the meager water supplies from seasonal rivers on the Baluchistan Coast, in particular, to be under pressure due to population growth. pollution of the marine environment is another proximate cause of biodiversity loss in the coastal areas of Pakistan. Three areas in the coastal region of the Indus Delta are significantly polluted: Keti Bunder (to the south near Sir Creek), the metropolitan center (Karachi, Port Qasim, and Rehri), and the coastline in the west (extending from Sonmiani to Jiwani). The loss of mangrove species during the last 50 years, besides being consistent with the reduced supply of fresh water to the Delta, is also consistent with the increased volume of untreated wastewater discharges from industries and the city of Karachi and its vicinity. In addition, land clearance for the construction of new sea ports, extension of existing sea ports, and establishment of industrial units near the coast has also contributed to the depletion of mangrove cover, particularly in the northern part of the Delta. Lack of alternate fuelwood aggravated the problem. Alternatives, such as kerosene oil or natural gas, are either not available or too expensive for the local communities and ultimately they fulfill their needs by cutting trees. Responsibility for protecting mangrove forests has lain with the Forest Department since the late 1950s, but only very recently has this department shown any interest in conservation of these forests. A mere expansion of responsibilities, without the requisite resources, will not help the Forest Department implement the existing laws. For example, one forest guard alone is given an area of 20,000 to 25,000 acres of mangroves to monitor. At the national level, weak environmental groups coupled with a general lack of political will to control deforestation allow weak implementation of laws to continue. These environmental groups receive inadequate support from international bodies and NGOs, while the absence of strong conditionalities related to environmental protection in larger economic and financial agreements does not promote political will on the part of the government to control deforestation. The conclusion is that the loss of mangrove species over the last 50 years is highly consistent with the reduction of fresh water and silt supplies to the Indus Delta. There is a need to create awarness among people the local government should stricly implement laws to conserve the mangroves forests.

Starting a Football Team Essay -- Papers

Starting a Football Team So you and your friends think you're ready to tackle being part of a League. Good ... but be careful. It's not as easy as it sounds and you must be aware of all the pitfalls before you take the leap. Organisation An essential must before you do anything else. You need at least two or three people to take some responsibility. Being part of any League carries a heavy burden for one newcomer. From these people, elect a secretary, a treasurer (oh yes, it all costs money) and a manager. Of course one person can do several roles, but it's a lot for a newbie to take on alone. Unless you're a strong individual, your club won't last long. --------------------------------------------------------------------- Registration Now you need to register yourselves with your local county football association. They are the governing body for all football within your area. You cannot even play a friendly against another team unless you're registered. Remember, football isn't all sweetness and light and sometimes unsavoury incidents happen. Your local football association are there to deal with such matters, among other things. If you are not registered and something goes wrong, you could find you or your players on a civil charge with the chance of a heavy fine or even jail (that's not to say you get away scot free if you're registered, more on that later). Usually county football associations (and local leagues) will only deal with the club secretary; this is standard practice. When you register, you will need a name for your team. Be prepared for a disappointment. Your name may already be in use and your... ...me, I'm as mad as the rest! --------------------------------------------------------------------- Well, this all sounds horrendous to me, where do I sign up? Presuming the men in the white coats haven't dragged you away screaming and you live in our part of Essex, you can apply to the Essex Sunday Corinthian League on-line from this link before the end of March each season. But be warned - All new clubs are screened and your application's success isn't guaranteed. Having said that, the on-line application is proving a roaring success. No fewer than six teams were playing in the League during 2000/2001 after submitting an on-line application! TIP - Always apply to more than one League. This way you stand a better chance of being accepted. Most Leagues won't ask for money when you apply, only after you're in.

Nolen cheese

The Nolan Cheese advertisement targets audience of all ages and both genders. The ad grabs the audience's attention with lighthearted music, melodramatic music, and upbeat, youthful music. It shows an endearing mouse enjoying a piece of cheese happily, with no care in the world because the cheese is from the Nolan brand. Unexpectedly, a tragic event takes place that was unforeseeable by the mouse. Some of us would laugh, others would feel sad but no matter the emotion, the fact of he matter is that the ad is able to get a reaction out of its audience.Our attention is held captive by our not knowing what the fate of the mouse is. At this point in time, the audience is unsure of what direction the advertisement is going. The first thing that really grabs the audience's attention is the mouse. People have mice for pets, and the entertainment industry has made millions from movies such as Stuart Little where a mouse lives as a functional member of a human family, and Ratatouille, where a mouse plays a big part in a French chefs culinary skills.The epitome of the mouse character is undoubtedly Mackey Mouse. A major icon as a part of Walt Disney's franchise, people from all across the world are able to recognize Mackey Mouse. Children grow up singing and dancing with Mackey, they learn their Abs with Mackey , and they dream of one day visiting Disney World to meet Mackey Mouse. Whenever there is a mouse, it would be difficult for the general population to not think of Mackey Mouse, the father of all mice. The advertisement uses the endearing mouse to target the animal lover in us.We love our pets, we treat our pets eke family and upon seeing the mouse in the commercial, we automatically care for and are invested in the mouse's fate – or at least enough to watch the entire commercial. The second grabbing point that kept us focused on the ad was the music. Music can often times can be more expressive, more telling than the spoken word. Music is often used to set the tone, mood, and ambiance of a scene before anything else is brought into the scene. When we hear soft, slow music, we feel relaxed and open. When we hear fast, abrupt and loud noises, we feel anxious and anticipatory.The first song, â€Å"On Top of the World† is by the band Imagine Dragon, It is a cheerful, lighthearted and fun song. The second is â€Å"The Doors† sung by The End. This song conveys a feeling of hopelessness, sorrow, and bitterness. For every person that is able to immediately identify with positive feelings of happiness, playfulness and love, there are two more people who are more able to identify and find comfort in the negative feelings of hopelessness and sorrow. Our society is built on chasing happiness, chasing what it is or who it is that makes us happy.This makes us feel the same hopelessness and sorrow for the mouse. If we can identify with someone else, we immediately feel closer to them. The commercial ends with the song â€Å"Eye of th e Tiger† by the Survivor. This is a classic and it is full of positive energy, encouragement, strength and the ability to persevere through anything and everything. The third and most important aspect of the Nolan Cheese advertisement is that the commercial takes us through a mini story, from blissfully happy, to tragedy, then to the resolution.The beginning sets the tone of a perfectly content mouse, enjoying his cheese, being happy. We see that things don't stay happy for long because tragedy is introduced when the screen turns black and a loud clamp noise is heard while we are left to speculate whether or not our friendly mouse was caught in the trap or not. We are in suspense and we are unsure. The commercial can go in any direction at this point. Our thoughts run from the mouse being caught in the trap and he is gone forever, or our friendly mouse was able to escape, or the clamp was not a trap at all.Curiosity killed the cat and curiosity will keep us focused on the ad t o see what happens next. The screen then appears to show our mouse laying in the trap, breathing heavily, with â€Å"The Door† playing as the background music. From what we see to what we hear at this point, we feel sad and we feel sorry for our mouse. It looks like our mouse has been caught in the trap and his fate has been decided. Suddenly, â€Å"Eye of the Tiger† begins to play and our mouse starts doing bench presses using the trap parts.The background music is encouraging, it is strong and it is rueful, which is the exact image that we see as our mouse not only is not caught in the trap, but is using the trap to his advantage. This is unrealistic and certainly would not happen in real life, but the advertisement made it possible in their world. The mouse was able to persevere and it is our human nature to love a good comeback story. We are able to laugh, be Joyful, and be in awe of the mighty mouse who was able to overcome such a obstacle. The Nolan Cheese commer cial is able to draw in an audience from across the board because it targeted the human in us.We all have had tragedy happen and we all know what it is like to be unsure of ourselves, be unsure for others, and not know what will happen next. We know the feeling of suspense and we know it is not a comfortable feeling. In addition, we also know the feeling of persevering, the feeling of being able to overcome obstacles in our life, and being strong enough to turn it into our advantage, Just like our mouse did in the commercial. It keepsake audience focused and watch all details of the ad, without taking our eyes away from the scene.It gives the audience a happy feeling, a sad feeling, and a resolution, problem solved feeling. In the end the mouse is alive and still eating Nolan cheese, which one can argue is the only reason why the mouse was able to bench press the trap. Upon seeing the Nolan Cheese brand in the supermarket, the audience will immediately think to the mouse, the troubl e, the perseverance, the eventual strength and happiness, and indirectly will feel like we will be able to have the same kind of ending if we buy Nolan Cheese because as aforementioned, we, as a society, Just want to be happy like our mouse.

Chief Sitting Bull

Loughmiller 1 Austin Loughmiller Davis Research Paper 15 April 2011 Chief Sitting Bull Strong Hearted and Brave â€Å"I wish it to be remembered that I was the last man of my tribe to surrender my rifle. † Chief Sitting Bull is one of the most well known Native Americans to this day. He was known for fighting bravely for his people. He died while fighting off white soldiers that were forcing Chief Sitting Bull and his tribe of their own land. Chief Sitting Bull had a life that many people today would try to run from. Although the exact date of his birthday is not known, many speculate that it was from the years 1831 to 1837 (Notable Native Americans). Chief Sitting Bull first distinguished himself as a warrior at fourteen years old (Notable Native Americans). Now fourteen year olds are not allowed to fight in the armed forces but it was encouraged for a teenager to become a warrior for their tribe back then. Sitting Bull fought during the conflicts of the late nineteenth century when the Sioux were constantly resisting white soldiers (Notable Native Americans). Sitting Bull was constantly fighting to protect the land that he and his tribe lived on. Sitting Bull died while fighting for his tribe on December 15, 1890. Sitting Bull is arguably the best-known Indian in American History (Notable Native Americans). Chief Sitting Bull’s whole life was dedicated to being a warrior and as a result he was involved in more wars than the average person today. By 1856, Sitting Bull was on of the sash wearers of the Hunkpapa’s Strong Heart warrior society (Notable Native Loughmiller 2 Americans). When Sitting Bull became the chief of his tribe he was constantly leading his warriors into battles against white soldiers. Sitting Bull’s first altercation with white soldiers occurred in June 1863 (â€Å"Sitting Bull†). Sitting Bull was aiding the Santee Sioux against the white soldiers’ retaliation after the â€Å"Minnesota Massacre. † After aiding the Santee Sioux Sitting Bull was named leader of the Strong Hearts and he became the cofounder of the elite Midnight Strong Hearts (Notable Native Americans). He became the leader of the Strong Hearts after receiving a bullet wound which left him with a permanent limp. Although Sitting Bull was a brave soldier what he did on the battlefield is not the only reason he is remembered. Chief Sitting Bull is widely known today for his resistance against white soldiers. His perhaps mostly remembered for his leadership during the Battle of Little Big Horn (Notable Native Americans). Sitting Bull led warriors to fight off General George Custer when he unsuccessfully attacked a large group of Native Americans gathered to resist white domination. Sitting Bull was known by the public through his appearances on Buffalo Bill Cody’s Wild West Show and for his refusal to sign treaties (Notable Native Americans). Sitting Bull never signed a treaty that the American Government offered him. Sitting Bull was killed during his arrest by government officials for supporting the Ghost Dance Movement. They began thinking the Ghost Dance was harmful to themselves and shot Sitting Bull for not stopping it. The death of Sitting Bull led to the Wounded Knee Massacre which killed 153 Lakota Sioux. Sitting Bull was just trying to protect his own people by refusing to sign the treaties that the white soldiers offered him.