For luxury brands, social media is less about consumer-oriented marketing than it is about building a brand and engaging audiences in a long- term brand experience. Brittany Golob examines social insights in the luxur...
Features
Spotlight on CIPD
The CIPD’s communications future made its old brand obsolete, prompting a change programme spanning from digital media to tone of voice. Brittany Golob reports A 2000...
Nation branding: Jamaica
With a brand that simultaneously presents a welcoming, cheerful facade and a darker, more sinister underbelly, Jamaica’s nation brand presents difficulties to its economy. Can it successfully position itself as neithe...
Mastering the art of transcreation
Translation is more than a simple swapping of words from one language to the next. Ruth Wyatt explores transcreation and the localisation of brand language Former Bri...
The type writer: "A brand is an attitude"
It’s not the logo that makes the brand, Bruno Maag says. What should companies consider before rebranding? It is worth remembering that a brand is not a visual or aur...
Culture club: Inside brand experience
Customer experience relies on a clear brand strategy, a positive internal culture and the ability of the company to adapt to changing customer needs. A discussion held in London with brand and customer experience dire...
Rewind: Woolworths
With a failing business model and competition from online retailers, was Woolworths a casualty of the digital age or an example of a mismanaged brand?...
Brand profile: Malaysia Airlines
With wreckage from the MH370 disappearance beginning to surface, Emily Andrews investigates whether or not the beleauered Malaysian flagbearer can regain its former good standing...
Timeline: NBCUniversal
NBCUniversal, once two separate studios, represents two strands of Hollywood’s development. Universal is a 103 year-old brand that lends its name to some of the biggest productions in history. NBC began life as a radi...
Brand experience: Honeywell Aerospace
For global aerospace engineering company Honeywell Aerospace, building brand awareness in sales environments and building brand awareness as a B2B firm was holding it back. With the introduction of an immersive, respo...
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