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...
Transform
Transform Awards MENA reveals winners
The winners of the inaugural 2014 Transform MENA awards were announced at a gala dinner held in Dubai’s JW Marriott Marquis hotel last night. The event realised the expansion of the prestigious Transform events, and launched the fi...
The year 2050 – branding’s improbable, yet not impossible future
STEFAN LIUTE, STRATEGY DIRECTOR, STORIENCE – 8 MAY 2014 In 15 years of brand consultancy, I have had enough time to hoard a large bag of frustrations and another one of satisfactions. When I look inside each, some daydreaming about...
Forwarding address
The journey the Deutsche Post and DHL corporate identities have taken over the past half-century, have seen the two companies join together harmoniously. DHL’s reputation as a reliable post carrier allowed it to branc...
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...
