Features

In what has become a byword for disaster, the Hindenburg Zeppelin’s crash over New Jersey became world news and tolled the death knell for the technology’s proliferation. Could the collapse of the Zeppelin’s popularit...

Crocs shot to fame with the debut of its now-iconic resin-based clog in 2002. Fifteen years later, the company has evolved its design and brand to allow for a future focusing on its strengths, styles and values. Britt...

Over the decades, Land Rover’s brand positioning and design ethos has evolved, but it retains a direct tie to its heritage and its origins. How does the new Discovery fit within that landscape? Brittany Golob reports...

The first carbon-neutral Formula 1 team, McLaren’s approach to sustainability is all- encompassing. It impacts the organisation’s corporate strategy, and ensures that it will continue to thrive in a fuel-scarce future...

The brewing industry has undergone a craft revolution, leading to ane explosion of new brands and new beers. Do young breweries and small brewers understand the power of brand? Brittany Golob examines packagaing, repu...

Budget airlines’ brands have been built upon the destinations that they serve. How do the companies themselves work with partners in the travel and tourism trade to support each other’s communications and brand awaren...

There is a strong relationship between international sporting events like the Olympics and nation brand value. How does the legacy of those events impact the value of a nation brand and the reputation of the host coun...

Bruno Maag explores the new language realities possible for brands with the use of emojis Pokémon Go is the latest in gaming and gives us a taste of augmented realit...

David Baddiel is not, perhaps, the first person you might expect to see as the concluding speaker at a conference on brands and digital marketing. And, with the soundtrack to Baddiel’s opening gambit nothing other tha...

Employer brand management nurtures brand advocates from the inside out. Its ultimate aim is to generate legions of loyal and happy employees who are willing to espouse positive brand experiences to external stakeholde...