Features

In order to retain the best employees, companies need to build strong talent brands. The challenge is for communicators to develop a strategy that encompasses the internal culture, employer brand and the business obje...

Sydney’s historic Royal Botanic Garden worked with agency Hulsbosch to unveil a punchy campaign to help build brand awareness for the site. New York-based consultancy C&G Partners’ Jonathan Alger shares his though...

Maersk Supply Services is working in partnership with the Ocean Cleanup to tackle the major problem caused by the Pacific garbage patch. Its approach to sustainability runs deep throughout the business as the company...

Armstrong, Earhart, Wright, Yeager, Gagarin; these are the names that pepper the history of human flight. For one company to make a name for itself, on an international basis, in the midst of those legends, is an achi...

With a longstanding brand, well-established in popular culture, Zippo Manufacturing Company, the lighters and lifestyle organisation, manages to maintain its heritage while diversifying its product portfolio and diffe...

Cosmetics master brand Coty recently acquired P&G’s Beauty division, prompting the need for cultural change and a brand repositioning. Melina Thalassinou reports on the resulting affirmation of diversity, beauty a...

Danzhai, China was once one of the most poverty-stricken regions in the country. Now, with a place brand and tourism push spearheaded by the Wanda Group and Ogilvy China, the area is a poster child for the power of in...

In March, Alton Towers Resort, the UK’s second-most visited theme park, launched the Wicker Man. Given a reputation for groundbreaking experiences, opening the first wooden rollercoaster in the UK for 20 years could b...

For the Brooklyn Brewery, great beer matched with simple, effective branding has created a brand that has stood the test of time. Myles Pinfold, founder of WPA Pinfold, asks what makes a successful, longstanding brand...

For one of Oman’s biggest brands, Oman Arab Bank, a better in-branch experience became the centrepiece of a brand repositioning strategy that encouraged a more personal relationship between the bank and its customers....