Once upon a time (in fact, only fifteen years ago towards the height of the west’s first dotcom boom), was the beginning of a modern-day fairy tale to rival 1001 Arabian Nights. Jack Ma, a school teacher from Hangzhou, near Shangha...
Transform
Opinion – Stefan Liute says brand strategy is a reference point for business
However fast the world seems to be changing, some things don’t, actually. Stefan Liute discusses how brand strategy acts as a point of reference among this maelstrom of change and keeps businesses on a steady path We live in a time...
Opinion – Rufus Radcliffe
Popular British media company ITV unveiled a rebrand last January. The project took home the Grand Prix at the Transform Awards Europe and is continuously lauded for its success. Rufus Radcliffe writes about ITV’s rebrand On 14 Jan...
Taking Brands Beyond Binary
The ways in which digital affects brand communications has become increasingly complex as businesses struggle to change internally while remaining competitive externally. Dean Quinn investigates It used to be so easy. Get a nice, e...
Heard mentality
Brands must be both seen and heard. The ways in which a brand’s audio assets are developed can have a huge impact on the effectiveness of that brand’s communications. Ruth Wyatt investigates. Sound is an intensely visceral sense, s...
Brand debate
A brand debate will take place this Thursday, 12 June, with marketing and branding experts and world-renowned authors. The event, ‘The death of ‘the brand’ as we know it?,’ will discuss what makes a brand, how brands succeed and...
When two brands merge
A merger is often the catalyst for a new brand positioning. In the case of the Dixons Retail and Carphone Warehouse merger, it is a case of two quite different retailers coming together with shared goals, but with very separate bra...
Investing in a new identity
Jupiter Asset Management is using a nationwide marketing campaign as the launch pad for a new visual identity. The UK based fund management group aims to take its services to a global market and these ambitions are reflected in the...
Opinion – Nick Sims
What is it that makes one brand stand out more than another? Why do some people drink Coke over Pepsi, visit Lisbon over Barcelona, or fly British Airways rather than Virgin Atlantic? With very little setting these things apart fro...
Senses stimulate brand connections
Research shows that more than 75% of our emotions can be triggered by smell, and emotional resonance is vital for brand engagement and for creating a strong brand. Research from the Sense of Smell Institute also shows that scents a...
