Features

Cinemas once drew audiences for the experiences they offered rather than the films they had on offer. British chain Odeon is using that ethos to reinvigorate its brand experience. Emily Andrews reports on the new visu...

Bruno Maag examines how the branding of the American presidential race inspires modernity, revolution and dread Barack Obama’s 2008 presidential campaign set a new st...

Corporate purpose can have a huge impact on the long-term success of any company. From where should it arise within the organisation and how should a purpose-driven change programme be implemented? Speakers at brand a...

Could a rebrand or brand development strategy have saved GM’s Oldsmobile automotive brand? How?...

Coffee culture is determined by local factors. Thus, whenbuilding a global coffee brand, Starbucks hasto take into account the diverse globalconsumer audience as well as architectural and design differences when focus...

Volkswagen has been around since the origins of the motor vehicle. Founded in 1904 in Germany, Volkswagen famously means ‘People’s car.’ It has a strange history as it was originally championed by Adolf Hitler, run by...

Less than a year after the appointment of a new CEO, Siemens started a brand revitalization process. Now, halfway through that journey, the brand team shares its progress with Andrew Thomas...

Forecourt retail is a long-neglected sector, yet it has the potential to have an impact on the bottom line of fuel retailers. How can companies reinvigorate this sector with a focus on brand experience and design. Bri...

Sometimes, like a plant that outgrows its pot, a brand must adapt to accommodate changes to its products or sector. How do organisations faced with this challenge approach rebranding, renaming and repositioning. Emily...

User experience centred around moments, recipes and interactive content is the focus for a digital platform developed for barbecue purveyor Weber. How does its success reflect the brand’s approach to experience? Britt...