Who: Kibo and GreenspaceWhat: Planned by Dutch economist Huib van de Grijspaard, social mobility enterprise Kibo was developed in Holland, assembled in Kenya and branded by London-based agency Greenspace. Designed to allow workers...
Features
Fight or flight
Companies that change their brands quickly due to adversity can fall prey to problems that will plague the new brand and potentially cause ruinous results. Hassan Butt analyses the successes and failures of panic rebr...
Sustainable futures: REI
Gaining the support of 475 organisations from all sectors and taking a stand on a day when no other brand will, REI has put its commitment to people and the environment at the heart of its business. How does its #OptO...
A place of one's own
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...
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...
- Features
