Creating a sense of place is no easy task. Determining the right strategy falls to branding professionals working with places. Amy Sandys previews the upcoming City Nation Place forum...
Features
Rewind: Saab
Once a reliable automaker and a flagship Swedish brand, now reinvented by a Chinese investor as NEVS, could a brand repositioning have saved Saab from bankruptcy? Nic...
Charity branding, in conversation
Last year, the UK’s Workers’ Educational Association (WEA) undertook a comprehensive brand review. With the fruits of this labour soon to be implemented, Brittany Golob, speaks with James Ward, director of marketing,...
Work and wear
When developing workwear for employees around the world, brands succeed most often when they gain insights and feedback from employees themselves. Amy Sandys reports on workplace uniforms...
Timeline: Walmart and Asda
One of Walmart’s acquisitions, the UK’s Asda carries on under its own banner, 18 years after joining the Walmart family. Both brands grew from humble origins, but how have they evolved – together and apart – ove...
Desire, irresistibility and the intoxication of a seductive idea
Many brands craft a desirable product. Few create a powerful enough idea to change culture itself. Brittany Golob analyses the impact brands have had on behaviour Ima...
Brand profile: Wacoal Europe
Shaping a brand is like shaping a bra. It requires creativity, research, science and an understanding of the target audience. How has Wacoal shaped its brand to better represent women and, as a result, help shape its...
Brand experience: Giraffe World Kitchen
For Giraffe World Kitchen, a change in ownership prompted a change in brand and brand experience. How has the restaurant attracted a new audience while remaining relevant to its loyal customers? Amy Sandys investigate...
Peer perspectives: Minute Maid
Coca-Cola’s Minute Maid leads the pack in packaged juice. But a broad brand portfolio required a new, consistent approach. Is the fresh brand and packaging as fresh as Minute Maid’s 100% juice products? JP Hunter anal...
Spotlight on Zendesk
Customer service software brand Zendesk has seen shift in its visual identity and positioning as its sector takes shape. Amy Sandys explores the flexible, energetic new brand...
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