Articles

The way that a brand chooses to position itself can have a dramatic effect on the way that its products are perceived or experienced. The theme at an LPK event hosted...

In the Minority Report, Tom Cruise’s character walks through a fictional future city and is recognised at places like the Gap and targeted with a personalised, computerised video advert at the entrance to stores. Desp...

American classic, Budweiser, has launched a global rebrand and repackaging. How does its new look compare to earlier editions of the brand? How did its rise to global prominence change the way the brand is perceived a...

Renewable energy is no longer the dream of environmentalists, but a real and growing source of fuel provided by the world’s leading energy companies. Amy Sandys reports on Enel Group’s renewables expansion and brandin...

Every week, Transform examines recent rebrands and updated visual identities. This week's picks are below. For more from #TransformTuesday, follow @Transformsays...

Purpose may be this year’s buzzword, but is it superseding the importance of brand? David Benady examines the rise of purpose and its impact on corporate and product brand management...

Highlighting a core brand message on a physical garment allowed the British Heart Foundation to develop a new brand touchpoint Who: British Heart Foundation and the P...

Counterfeit sites and goods are proliferating across several sectors. How can brands protect themselves online from fraudsters, cheats and copycats? Brittany Golob investigates...

Damning evidence of drug use in sports can be the death knell for a once-lucrative relationship. Brittany Golob examines the importance of aligning brand values through partnerships and sponsorships...

"Innovation is doing things differently in order to do them better," says JR Little, head of innovation at Dentsu Aegis agency Carat. That sentiment defined the second day of the Dubai Lynx festival....