Once travel royalty, now defunct, how could Monarch Airlines have turned its nosedive around with a fresh approach to brand positioning? Timothy Ruthven, head of mark...
Features
Timeline: Winter Olympics
In the Olympic Charter, the distinction for sports played during the Winter Games is that they must be “practised on snow or ice.” As the world prepares for the 2018 Winter Olympics to kick off in PyeongChang, South K...
Spotlight on Foster's Freeze
With flagging growth and an ageing identity, Fosters Freeze chose to rebrand to capitalise on its heritage, existing brand assets and unique positioning. Brittany Golob reports on the Californian icon...
Profile: Dignity Health
US healthcare provider Dignity Health has redeveloped its brand, renamed its organisation and reimagined its place in the community. Brittany Golob examines the way a brand platform can share joy, and ducklings, to a...
Brand experience: Rock and Roll Hall of Fame
The institution at the heart of rock’n’roll has unleashed the power of rock from its reimagined theatre and museum. Brittany Golob talks music, technology and experience with the Rock and Roll Hall of Fame...
It's a woman's world
Branding in the feminine hygiene category is undergoing a transition. Some brands are pioneering a new approach based on realistic imagery, sophisticated branding and on rejecting clichéd visual tropes. Brittany...
Place branding: perception and reality
Establishing a place brand can help counter the negative perceptions people may have of cities, regions and countries. Amy Sandys discusses the impact a brand can have on tourism, economics, local pride and reputation...
Spotlight on Imperial College Business School
With a long history and the need to differentiate itself, the Imperial College Business School set out a new brand strategy that positions it as a modern, elite institution for entrepreneurial thinking. Amy Sandys rep...
Place branding: Costa Rica
A popular destination for tourism, Costa Rica transformed its economy through a comprehensive country brand strategy that set interrelated goals for foreign investment, sustainability and tourism. Amy Sandys reports...
The type writer: BBC's typeface rebrand
Bruno Maag discusses the development of the BBC’s new organisation- wide typeface, BBC Reith Public sector institutions are under constant scrutiny whenever they spen...
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