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...
Features
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...
Brand in action: Kibo
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...
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...
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