Crisis, disaster and rebranding In recent years, scandal has rocked many of the world’s most powerful and hallowed institutions. Some of this disgrace has come from revelations of misbehaviour, such as British MPs and their corrupt...
Articles
Brand in action
On the seven seas Who: Maersk Group What: Maersk Group is one of the world’s largest logistics providers and is comprised of a number of business arms with a shipping fleet that includes 192 container shipping vessels, 172 oil tank...
Shaping up
Losing reputation, money and members, Fitness First needed to change. After a major repositioning, it may have.Brittany Golob examines the new strategy “Look at this uniform and look at us,” an employee at Fitness First told Richar...
To brand or not to brand?
SIMON SMITH – 8 MAY 2014 Challenges being faced by telecom brands in Saudi Arabia today. Guest post by Syed Abdul Karim, brand experience director, Mobily. Saudi telecoms are going to see some tough times ahead. The market has matu...
Brought back to life
Crisis, disaster and rebranding In recent years, scandal has rocked many of the world’s most powerful and hallowed institutions. Some of this disgrace has come from revelations of misbehaviour, such as British MPs and their corrupt...
Crowning customer champions
As the discount airline market becomes more competitive, brand values must be carefully defined and implemented across the entire business to ensure trust and satisfaction. easyJet, which has made steps in recent years to outpace i...
New global positioning for Pepsi
A large cube structure appeared on London’s Southbank in March marked only with the hashtag, #LIVEFORNOW. The cube was part of a Pepsi experiential event and used technology to provide visitors with sensory experiences culminating...
Triumph-ant new look
To modernise its website, Britain’s oldest motorbike company, Triumph Motorcycles, approached its long-standing creative team, Oxfordshire-based creative design company MicroGraphix. The company’s new website will allow Triumph to...
Transform Awards Europe announce 2014 winners
SIMON SMITH – 8 MAY 2014 Now in its fifth year, the Transform Awards is the industry’s definitive celebration of excellence in rebranding and brand repositioning. This year’s awards exemplified the maturity and success of the Europ...