Brand strategy is often dictated by a company’s location, its reach; whether national, international or global, and its target audience. Different markets respond in different ways to the various components that make up one complet...
Articles
K-Swiss’ new brand retains American heritage
The trainer market is booming right now, with Nike and adidas leading the pack. In this competitive environment of super-brands there is no room for complacency, and the latest athletic footwear retailer to refresh its brand is K-S...
Tesco faces repositioning post crisis
By David Benady Dave Lewis has got the mother of all relaunches on his hands. The new chief executive of Tesco is tasked with turning around poor performance at the supermarket giant but first has to put out fires on many fronts. T...
Opinion: Paul Twivy asks “What is the purpose of Tesco?”
Paul Twivy, senior strategic consultant, The Partners Overstating your half-year profit guidance by £250m is a fairly substantial fault in anyone’s books or on anyone’s books, even if the books are as big as Tesco’s. Despite the su...
Cultural icon brings European Games brand to life
The great success of the past couple Olympics Games, in addition to the growing prominence of events like the Commonwealth Games and the European Capital of Culture have paved the way for a new quadrennial festival of sport, the Eu...
Multilingual typeface and wordmark for Louvre Abu Dhabi
Saadiyat Island, set to be the centre of cultural and artistic life in Abu Dhabi, will see its jewel, the Louvre Abu Dhabi, open in 2015. The museum, an extension of Paris’ Louvre in the Emirates, has been designed by architecture...
Green waste branding yields new life for TS Industrie
In 2010, major European green waste companies Tünnissen and Saelen Industrie merged to become the major player in the waste management marketplace as TS Industrie. The EU’s directives regarding the reuse and recycling of green wast...
New brand and visual identity is exclusively mobile
Zapp, a mobile payment app, has a new brand and visual identity that takes inspiration from that feeling that you get when something really works as it should. The creative team wanted to show that the app’s offering was unique. Br...
Expert speakers headline Employer Brand Management conference
Investing in a good employer brand means investing in a good reputation. That’s as important in regards to the internal audience, as it is to the external. A company’s employees are its brand ambassadors, they make up the personali...
Australian property brand reflects personal design style
When a company specialises in design, the brand of the business has the opportunity to reflect its own unique design aesthetic. Melbourne property developers, Neometro, created a new identity for itself, and its latest residential...