How can you keep the spirit of a brand after an acquisition? Richard Silbermann explains Things that are important to us, such as cars, jewellery or other prized poss...
Transform
Opinion: "Brexit could spell disaster for brand Britain"
A vote for the UK to leave the EU would be a disastrous result for Britain's nation brand, says Jacques de Cock The current debate about Britain’s future in the E...
Opinion: "The present and future of customer experience"
A strong, customer-centric digital experience is key to driving positive interactions and loyalty, says Leesa Wytock Within the last few years, digital has become the...
Opinion: "Putting values at the heart of business strategy"
An employer brand strategy is essential for engagement. Jeff Sindone uses HSBC's business strategy, HSBC NOW, as an example In today's world, employee satisfactio...
Opinion: "Successful transformation requires thorough planning and consistent implementation"
Although often overlooked, implementation planning is a key part of any rebrand process, says David Graham Designing a new brand is exciting. A new logo is unveiled t...
Opinion: "What’s that coming over the hill?" says Duncan Shaw
Law firms are getting bolder with their brand strategies. Duncan Shaw sees digital as the key to differentiation in an increasingly competitive sector It might not sc...
Employer Brand Management Awards launched
Employer brand can be hard to define, but the results of a good employer brand are easy to see. The employer brand is the part of a brand strategy that relates to an organisation’s reputation as an employer, and thus...
Opinion: "Defining moments lead to compelling brand stories"
What does being a storyteller really mean for brands? Thackway McCord says that narrative can translate strategy from abstract intent to tangible action. There’s a lo...
Opinion: "Fonts are core brand assets" says Bruno Maag
Many languages lack the good-quality fonts that Western markets take for granted. Bruno Maag sees this as an opportunity for courageous brands to allow customers access to their fonts, benefiting communities and drivi...
Opinion: "Should brands be led by coherence?" Dan Bobby asks
Brands strive for consistency, but what's really needed in the digital age is coherence. Dan Bobby argues for a shift in the way brands are built There exists ine...
